Time Warner Cable Media Adds U-Verse to Ad Sales Platform

TWC customers will be able to buy across AT&T service

AT&T's U-Verse service is being incorporated into Time Warner Cable's "fixed scheduling network grids" in 15 markets via an agreement between TWC and AT&T AdWorks. The pact gives clients access to a broader range of network options for their ads. It's the second such agreement between U-Verse and an MSO in the last few weeks—in late October, Comcast added U-Verse to its Spotlight grids.

Both deals use the Interconnects Plus platform, which helps advertisers manage their campaigns at a local level. Clients will be able to target customers geographically with greater penetration now that the U-Verse homes are on board with TWC's own households. There's no overlap between the Comcast/U-Verse households and the TWC/U-Verse households, so with the two agreements (which cover some 36 markets, all told), U-Verse is effectively outsourcing much of its advertising to other multisystem operators as it tries to build a client base across the country.

U-Verse's most direct competitor is Verizon FiOS. At the moment, though, it's too small to be much of a threat to either Comcast or Time Warner, and both relationships cover a comparatively small percentage of the larger companies' carriage areas.