National Cable Communications is in the early stages of a major effort that
could help cable operators to snatch some media buys away from local
The spot-cable initiative is an effort to package cable's national and
local/regional news channels for national spot advertisers.
'We've got to convince the buying community to break out of their mind-set
that if they need news, go to broadcast stations,' NCC CEO Tom Olson said. 'In
broadcast, there's early news from 4 p.m. to 6 p.m. and network news from 6 p.m.
to 7 p.m. But on cable, it's all day long, and there's an audience all day
NCC is beginning to pitch agencies and clients on new research findings in 30
large and small DMAs, from New York to Cleveland.
The plan would allow media buyers, in a single deal, to buy local-cable
avails on news networks like New York 1 News and national services like Cable
News Network or Fox News Channel.