Looking to maximize revenue and sponsorship opportunities, Comcast Advertising Sales has incorporated the ad-sales group for Comcast SportsNet Mid-Atlantic.
Comcast officials said the merging of the two groups will not only simplify spot-cable buying, but also open the door to new sponsorship deals.
The combined sales group will be located at Comcast Ad Sales’ regional office in Bethesda, Md.
The network -- which holds the cable rights to the National Basketball Association's Washington Wizards, the National Hockey League's Washington Capitals and Major League Baseball's Baltimore Orioles -- reaches some 4.5 million viewers across 10 DMAs in the District of Columbia, Maryland, Virginia, West Virginia, Delaware and Pennsylvania.
"We felt that it was important to create a client-focused structure to deliver multiple advertising and marketing product offerings," said Dave Kelly, divisional vice president, mid-Atlantic region for Comcast Advertising Sales, in a prepared statement.
"In addition, via our New York-based national sales team and a relationship with National Cable Communications, we’ll be able to increase national advertiser interest on the strengths of Comcast SportsNet Mid-Atlantic’s local sports coverage," he added.
It remained unclear at press time whether Comcast plans to ultimately meld ad-sales efforts and/or groups behind its regional sports network serving the Philadelphia area or the fledgling service that it is scheduled to launch in Chicago next October.
"The company is very excited about the opportunities in regional sports. It will let us compete more effectively for advertising dollars, and it can offer advertisers a more targeted approach to the regional viewer," Comcast Ad Sales senior VP of ad sales Hank Oster said.