TWC Media Will Stir AT&T U-verse Into Ad Mix in 15 MarketsMSO Joins Comcast in Integrating Telco’s TV Homes With I+ Platform 11/27/2012 6:57 AM Eastern
Time Warner Cable Media, the cable operator’s ad sales division, will ring in the new year by integrating AT&T U-verse TV homes into existing fixed scheduling network grids -- the “hard wired” Interconnects Plus (I+) platform -- for 50 cable networks in 15 markets.
The MSO’s agreement with AT&T AdWorks, which becomes effective with the 2013 broadcast year, comes after Comcast Spotlight similarly announced plans to bring U-verse TV into consolidated scheduling network grids in 21 markets as of Dec. 31, 2012.
The markets covered under the Time Warner Cable Media agreement with AT&T are: Dallas; Los Angeles; Cleveland; Austin, Texas; San Antonio, Texas; Milwaukee; Columbus, Ohio; Kansas City; Green Bay, Wis., Dayton, Ohio; Raleigh, N.C.; Columbia, S.C.; Toledo, Ohio; and Louisville, Ky.
“This agreement with AT&T AdWorks simplifies the ad buying process for marketers to access consumers and grow their businesses… We relentlessly pursue new opportunities to help our clients grow their businesses,” Joan Hogan Gillman, executive vice president of Time Warner Cable and president of Time Warner Cable Media, said in a statement.
By “hard wiring” the network to run ads across a given designated market area with Time Warner Cable Media, AT&T “will expand our clients’ reach through one point of contact -- making it a seamless process,” AT&T AdWorks president Mike Welch added.
The I+ network combines ad impressions from cable homes with those from DirecTV, AT&T U-verse and Verizon FiOS TV households. NCC Media, the ad sales, marketing and technology company owned by Comcast, Time Warner Cable and Cox Communications, manages multimarket buys for national advertisers.
Nationwide, AT&T had 4.34 million U-verse TV subscribers at the end of September.