Comcast Announces New Media Brand for Ad Sales Organization.Entertainment Editors/Business Editors NEW YORK--(BUSINESS WIRE)--Feb. 2, 2004 Country's Largest Cable Company Re-Positions Division With Spotlight On Growth and Goal to Capture Broadcast Ad Dollars Comcast Advertising Sales, a division of Comcast Cable, announced today the launch of "Comcast Spotlight Comcast Spotlight is the advertising sales division of Comcast Cable. With its headquarters located in New York City and offices all over the country, Comcast Spotlight employs over 3,500 people across the United States. ," a new name and identity that unites Comcast's local, regional, and national advertising sales offices with a consistent brand across all markets. The re-branding also signifies the organization's commitment to building the preeminent pre·em·i·nent or pre-em·i·nent adj. Superior to or notable above all others; outstanding. See Synonyms at dominant, noted. [Middle English, from Latin prae advertising sales organization for the industry, delivering cable's full capabilities to better meet the needs of advertisers and compete with broadcast for its share of the $28-billion spot television marketplace. An advertising campaign featuring the new brand will debut this month. Building on momentum since the AT&T Broadband transaction in 2002, which more than doubled the company's footprint The amount of geographic space covered by an object. A computer footprint is the desk or floor surface it occupies. A satellite's footprint is the earth area covered by its downlink. See form factor. 1. and made Comcast a leading national broadband communications media and entertainment company, Comcast Spotlight has led the industry in a major initiative to make buying spot cable as easy to buy as broadcast. Comcast has worked with other multiple system operators (MSOs) in most of its 72 markets to create "interconnects," which offer advertisers one-stop shopping in each DMA (1) (Digital Media Adapter) See digital media hub. (2) (Document Management Alliance) A specification that provides a common interface for accessing and searching document databases. with established standards from market to market. Comcast now has more interconnects than any single broadcast group has owned and operated stations. The total number has grown to 55, with more than half established in 2003 alone. "Comcast's investment in the build-out of our advertising sales division enables us to offer enhanced opportunities on a greater scale for advertisers," said Steve Burke The name Burke (from Irish Gaelic de Burca, of Norman origin). In English the meaning of the name Burke is "fortified hill." See also Berkley. Places Australia
Innovative technologies that only cable can offer, in conjunction with the growth of interconnects, is why Comcast Spotlight plans to double revenue to two billion dollars by 2007. State-of-the-art segmentation products, which use aggregate data for demographic, psychographic In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Attitudes, and Opinions). , and geographic targeting Geographic targeting is a viable way for resource allocation, especially to alleviate poverty in a country. In this context, public expenditure and policy interventions can be deployed to reach the neediest people in the poorest areas. of viewers, will become available in all top ten markets in early 2004. Also, the company is testing advertising opportunities with ON DEMAND, Comcast's video on demand (VOD See video-on-demand. VoD - video on demand ) service, which is expected to be available to nearly 80% of its customers by the end of the year. "Comcast is on the forefront of the future of advertising," said Charlie Thurston, president of Comcast Spotlight. "As the industry evolves, we are working closely with advertisers and agency leadership to determine in which direction it will move. We are focused on delivering the power of cable advertising." "As cable continues to surpass broadcast in viewership view·er·ship n. The people who watch a television program or motion picture: a largely male viewership. ," added Vicki Lins Vicki Lin (born 1984) is a New Zealand television presenter and actor who has appeared on Being Eve and What Now.[1] She currently co-hosts Studio 2 She is of Taiwanese descent but was raised in Auckland, New Zealand. References 1. ^ IMDB Entry , Vice President of Marketing and Communications, "Comcast Spotlight will be the brand that local, regional, and national advertisers turn to for state-of-the-art, integrated marketing solutions that connect them with their target audience and leverage the loyalty that viewers have for their favorite networks." About Comcast Spotlight Comcast Spotlight, the advertising sales division of Comcast Cable, delivers cable's power to target viewers most efficiently and effectively. It is focused on moving the industry forward in market consolidation, integrated promotional opportunities, enhanced research, advanced technologies, and innovative products to help advertisers realize greater value for their investment. Headquartered in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of with regional and local advertising offices throughout the country, Comcast Spotlight has a presence in 72 markets, including 22 of the top 25 DMAs, reaching nearly 30 million households. Comcast Spotlight is a trademark of Comcast Cable. For more information, visit www.comcastspotlight.com. |
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