4 Compete for $100 Mil. Comcast Media

NEW YORK Comcast has narrowed its media review to four finalists: Publicis Groupe’s MediaVest, Omnicom Group’s PHD, Aegis Group’s Carat and independent Star Group, which is an incumbent, according to sources.

Final presentations are expected within the next two to three weeks, with a decision shortly thereafter, sources said.

Comcast, the largest cable system operator in the U.S., confirmed in December that it had launched a review via consultancy Pile and Co. in Boston to consolidate its corporate media planning and buying, with estimated spending per sources at slightly more than $100 million.

Comcast spent about $280 million in measured media in both 2004 and 2005, per Nielsen Monitor-Plus. Ad dollars spent at the local and regional levels are not part of the review.

Omnicom’s Goodby, Silverstein & Partners in San Francisco was chosen as lead creative agency for Comcast cable, video and high-speed Internet products following a review last April. That work touts the client’s products and services as “Comcastic.”

Client, agency and consultancy executives declined comment.

This story updates and corrects an earlier post with the news that incumbent Star Group is competing for the business.