Steering Market Data to Auto Dealers


Time Warner Cable Media Sales has struck a deal to use data-mining and reporting software to help its local advertising salespeople demonstrate the value of cable advertising to dealers selling new and used cars.

The ad-sales division will use the Claritas AdSelect Polk Module, according to the product vendor, Claritas Inc. of San Diego. Claritas uses data from R.L. Polk Automotive Intelligence. That firm collects and analyzes auto-market data like local vehicle sales and registration statistics to assess sales-channel performance.

“Time Warner Cable Media Sales can demonstrate the most resourceful way an advertiser could reach its target audience on the fly,” Phyllis Leibert, senior director of corporate research for the media-sales unit, said in a statement.

The Time Warner unit already uses Claritas AdSelect. That is an online tool that provides users access to maps, demographics, consumer-demand estimates and specialty databases to assist ad sales across all sales categories. The product helps the company demonstrate the geographic advantage of cable, and the quality of coverage, to prospective clients.

The automotive module was designed with input from Time Warner and other cable operators to maximize sales opportunities within the automotive sector, according to Claritas VP Morris Sneor.

Using the software, a salesperson can produce visuals of their market-analysis areas with thematic maps, or generate standard or custom reports to complete a market area analysis.

The Claritas products link together data from Mediamark Research, Scarborough Research and Consumer Buying Power, using the PRIZM lifestyle-segmentation system.

The reports create a map that salespeople use to show the targeting of cable versus the “waste” of using broadcast advertising that may take the message to households unlikely to buy from a distant dealership.