National Cable Communications is breaking into the broadcast business.
The cable rep firm announced Monday that it has signed an agreement with Una Vez Mas to handle national spot advertising for Hispanic broadcaster Azteca America in five Cox Communications Inc. markets out West: San Diego and Santa Barbara, Calif.; Las Vegas; and Phoenix and Tucson, Ariz.
NCC said the deal marks the first time it will rep a broadcast entity, as all national spot ads will appear on over-the-air broadcasts, as well as on the Cox systems.
“We're honored and excited Una Vez Mas and Cox Communications have selected NCC to represent Azteca America in these five markets,” NCC vice president for news and multicultural sales Deborah Cuffaro said in a prepared statement.
“Atzeca America is one of the premier producers of Spanish-language television programming in the world, and these markets are among the most rapidly growing Hispanic communities in the nation -- it's a natural fit,” she added. “With this partnership, NCC is committed to helping advertisers realize the value of reaching the powerful Hispanic consumer.”
Earlier this year, NCC expanded its multicultural efforts with the opening of a Miami office dedicated to this segment, while also adding multicultural specialists in its New York, Los Angeles and Dallas offices.