Charter Communications' ad-sales division announced a deal with AT&T to sell local advertising inventory across more than 50 cable networks including USA, Food Network and ESPN starting in St. Louis with other markets to follow.
Comcast and Time Warner Cable earlier this year struck similar deals with AT&T AdWorks, the telco's national ad division. AT&T is using equipment from vendors including BigBand Networks and SeaChange International to handle local ad-insertion on U-verse TV.
Charter Media will begin representing AT&T U-verse TV advertising
inventory in St. Louis for commercials airing on and after Oct. 31. More
markets where both Charter and launching in the coming months.
"Advertisers will enjoy an easier, more effective way to increase their reach," Charter Media president Jim Heneghan said in a statement. "Our strategy is to provide more comprehensive customer solutions across multiple platforms to help our clients grow their businesses. This agreement is one more way we're helping expand productivity and effectiveness."
NCC, the spot cable sales organization owned by Comcast, TWC and Cox Communications, will manage multimarket buys on both the Charter and AT&T U-verse TV services for national advertisers.
"AT&T AdWorks is excited to work together to make AT&T U-verse inventory available to local market television advertisers through the Charter Media sales team," said Greg McCastle, senior vice president of AT&T and head of AT&T AdWorks. "This agreement adds significant value to the local advertising offerings as provided by the Charter Media sales team and creates a streamlined process for media buyers in terms of seamless planning and buying."