National Cable Communications announced Monday that national spot cable
jumped 16 percent for the first nine months of 2002, with a 19 percent gain
projected for the full year.
The New York-based spot-cable ad-sales rep firm is banking on a hefty 28
percent increase in spot sales for the final quarter, bolstered by 'a healthy
NCC CEO Tom Olson attributed the healthy
ad-sales gains so far this year to 'a host of successful initiatives we've put
in place over the past 18 months' to make spot-cable buying more
Those initiatives, he said, include expansion of its sales force by 12
percent, or 17 people, this year; a widening in the focus of its
sales-development efforts; an increased participation in cable networks'
sales-promotional opportunities; expansion of an in-house electronic-billing
system; and continuing to work with MSOs to interconnect key markets.
The EBS alone has 'sped up the invoicing process threefold,' Olson added.
He also noted that the number of markets consolidated by NCC or MSOs so far
totals 54 of the top 100 DMAs. Such one-stop shopping should spread to 75 of the
top 100 by the end of next year, he added.