Even with the political spend that came in this year to boost cable ad sales, the third quarter of 2008 felt the backlash from the troubled automotive and financial service industries.
But even in the midst of these unexpected obstacles, the spot cable firm, NCC, has managed to reach $1 billion in sales for the very first time.
The benefits of cable ad placement
NCC allows its clients to purchase local cable spots and utilize any of 209 individual markets and thousands of targeted geographic zones. NCC gives marketers exposure to 99 percent of all wired cable homes.
The firm’s eBusiness suite is what really drives its hyper-targeted ad placement. “Every spot we sell is a web-based transaction, so not only does it streamline the process, it also helps save paper,†explains Andrew Capone, senior vice president of marketing and business development at NCC.
Streamlining the process, lowering overhead, saving paper—nothing wrong with this picture for advertisers and media buyers alike.
Political ad spots save the day
Capone realizes that political dollars are what kept NCC from falling victim to an unpredictable year. Political dollars brought in around $2.16 billion with local cable only accounting for 15 percent or $32 million of the total.
Connecting with clients
NCC’s business platform strives to create an open-ended dialogue between firm representatives and media buyers.
Industry insiders agree that NCC’s approach—one of “getting it done†in a way that takes everything—not just sales—into account is one that is working. Now more than ever, making the most of advertising money and looking to make every buy a “meaningful buy†is good business…very good business.
Peter Koeppel is president of Koeppel Direct Inc.
“It’s hard to know where to spend your money.” This is a quote from Mat Zucker at Agency.com, an Omnicom Shop from Adweek.
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