National, regional and local advertisers looking to make local multichannel cable buys have been turning to NCC Media for more than two decades. Today, the group, owned by partners Comcast, Time Warner Cable and Cox Media, represents national spot ad sales for virtually every cable, satellite and telco programming distributor in all 210 U.S. markets. It now reaches more than 80 million multichannel households.
The spot market is no longer simply about cable interconnects, with satellite and telco systems delivering upwards of 30 percent of homes in some markets. To provide agencies with turnkey access to local cable, satellite and telco homes, NCC last year unveiled I+, a spot advertising sales program that ties NCC’s cable operator representation with partners DIRECTV, Verizon’s FiOS TV, and AT&T U-verse.
The goal of I+ is to make it easier for media planners and buyers to reach more homes on local media by combining NCC’s cable interconnects with local inventory on satellite and telco service providers. Media buyers can get their clients’ messages embedded in cable TV programming regardless of whether it runs on a cable, satellite or telco system. The result: greater local reach via a stronger competitor to local broadcast stations.
Network and Programming Choice
As a sales network, NCC aims to have the broadest possible programming choice so advertisers can customize their spot buys across networks. Network and programming choice is what makes NCC’s offering adaptable and smart for advertisers. Cable buys can be customized across up to 60 different networks to meet regional and local market audience goals.
As multichannel providers deepen their connection with subscribers, NCC turns its technical and creative innovations into advertising opportunities. Important trends in TV programming, audience migration and digital media products will affect how advertisers plan and buy television in the future. Smart Plan and Smart Buy are free consultative resources—using Nielsen MarketBreaks, Prizm, Scarborough, MRI and other research—that provide ad agency clients with a clearer picture of what consumers are watching, what digital media they favor and how to best target them across television, on demand and online products. Better access to information helps ensure agencies make better media choices.
Through Smart Buy, NCC provides advertisers with programming selections that are consumer dense to maximize return on investment. Evaluating traditional demo gross rating points (GRPs) side by side with consumer GRPs shows that adding more cable into a local or national spot plan delivers the marketer’s message to more consumers more effectively.
NCC can integrate video on demand, interactive TV, online advertising, mobile, console gaming (Xbox Live) and other digital media into multimarket plans that target marketers’ best consumer prospects in the new digital living room. NCC Digital Media delivers a brand’s message to engaged, qualified consumers via online and interactive environments.
Audience & Reach
- For local news buys, NCC can combine national cable news networks with targeted local cable news channels (e.g., NY1 and News 12).
- NCC offers local access to virtually every national and regional sports network, the biggest sporting events and the right teams and games in every market.
- NCC can geo-target upscale multicultural consumers in cable programming and digital media with pinpoint accuracy.
- NCC reaches more than 80 million multichannel households.
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SVP, Marketing & Business Development
Sr. Director, Sales Promotions & Corporate Communications