Great Ideas: Looking to 2010

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The next political season doesn’t get underway for almost a year and a half, but Comcast Spotlight is already planning for the 2010 election cycle.

Director of political ad sales Dan Singagoa is already laying the groundwork for the next round of congressional elections.

The key, according to Singagoa, is making sure local ad-sales departments have contacts at the national agency level as well as among local campaign office personnel. That way, local-level salespeople can more easily and thoroughly explain how effective cable can be for candidates.

Video-on-demand, the Internet and the ability to zone ads to better target specific demographics and audiences are things that only cable can achieve, Singagoa said.

But those products require explanation and education and Singagoa is confident that by starting now, campaigns will be fully prepared to pull the trigger on cable spot purchases in significant numbers.

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