Bright House Media Strategies, the advertising division of Bright House Networks, has signed up Verizon FiOS, Comcast Spotlight and Viamedia/Knology to serve up national and regional spot ads in the Tampa Bay area through its Tampa Bay Interconnect.
Tampa Bay Interconnect (TBI) reaches into all of the “wired” homes in the Tampa Bay/St. Petersburg market area and into 80 percent of Nielsen’s Total TV households. Placement of the ads will start in the first quarter of next year and will include spots on 40 ad-supported cable networks.
“This interconnect provides advertisers trying to reach the Tampa television market with a streamlined approach to purchasing cable advertising," said Todd Stewart, corporate vice president of advertising sales for Bright House Networks. "Bright House Media Strategies is continually looking for ways to make things easier and more effective for its advertisers, and TBI adds tremendous value to our national and regional spot advertising offerings across the market."
TBI gives the advertising community a one-stop shop to buy media inventory on Bright House Networks, Verizon, Comcast and Knology systems. The agreement creates a simplified operational process, by providing one point of contact for planning, placement and billing, so advertisers can reach consumers in the 14th-largest market in the nation.
The Tampa Bay Interconnect will also allow advertisers to make placements into key cable television programs across all four company's inventories.
NCC Media, the cable industry's national sales representative firm, will continue to handle national advertisers looking to place campaigns in the Tampa/St. Petersburg/Sarasota TV market utilizing the Tampa Bay Interconnect. Comcast Cable, Cox Communications and Time Warner Cable jointly own NCC Media.
"Advertisers are always looking for smarter ways to reach consumers more effectively and efficiently," said Dan Griffin, senior vice president of sales at NCC Media. "The formation of the Tampa Interconnect is of great benefit to national advertisers that are looking to reach consumers in the best programming on television in the Tampa/St. Petersburg market."
Bright House Networks, Comcast and Viamedia, which is working on behalf of Verizon and Knology, will continue to sell local zone advertising in the Tampa/St. Petersburg market individually within their respective local sales offices.
"Cable television advertising is one of the best options for reaching and engaging with consumers, and this relationship allows us to deliver more advertising impressions to businesses than ever before," said Jon Ozor, divisional senior vice president at Comcast Spotlight.
Several years ago, Comcast Spotlight signed a deal to sell advertising for Verizon in markets where they both compete against each other.