comcast spotlight tv and online advertising

Comcast Spotlight, the advertising sales division of Comcast cable, helps put the power of on air and online media to use for local, regional and

national advertisers.

Comcast Spotlight

TV AND ONLINE ADVERTISING

Burlington DMA Profile (Adults 18+) Gender Profile: Male 49.7% Female 50.3% Age % of Population: 18-34 28.2% 18-49 50.1% 25-54 47.9% 55+ 38.4% Marital Status: Married 52.1% Single 22.0% Presence of Children: Child <18 at home 35.5% Home Ownership Own 71.6% Rent 22.7% Race/Ethnicity: White (non-Hispanic) 95.6% Black/African-American 0.9% Asian 1.4% Hispanic 0.5% Financial (Household Income: $0-$29,999 30.2% $30,000-$49,999 22.4% $50,000-$74,999 15.7% $75,000+ 31.7% $100,000+ 17.9% Education: 4-yr College or Grad 28.4% Source: Burlington/Plattsburg, VT-Mid-Tier, Au13-Jn14, Scarborough; DMA Adults 18+

Burlington DMA

BENEFITS Commercials are inserted locally on targeted cable networks,

allowing advertisers to choose the best mix for reaching their audience

Cable’s audience is more upscale and has more purchasing power than broadcast network’s and local television station’s audiences*

Buying commercial time allows advertisers to run only in the precise areas – and zones – they want, whether it’s for a local, regional or national effort

Results come from a consistent advertising plan: Reach + Frequency = Results

As a division of Comcast Cable, we can leverage an impressive portfolio of communications products to you with the most advanced and effective media solutions available. We work with numerous small businesses and large advertisers to help you build an effective schedule

that will meet your marketing objectives.

*Source: USA Plus, Feb13-Mar14, Scarborough; Total Survey Area, Adults 18+; Base= Census Divisions: New England; Xfinity Target= Adults 25-54 AND Internet Sites/Apps Used Past 30 Days: XFINITY.com; Local News Viewer Target= Watched Past 7 Days (M-F 5a-7a, M-F 6p-6:30p, or M-Su 10p-10:30p/11p-11:30p) on either ABC, NBC, CBS, or FOX. Scarborough Ratings Data © Copyright 2014 Scarborough Research Corporation. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.

For more information contact: Jeremy Carroll, Account Executive

802.342.2231 [email protected]

BENEFITS Multi-screen advertising utilizes both geographic and

demographic targeting capabilities

Advertisers can utilize the same :30 video message on two screens to reach the right audience

TV and Online allow for deeper engagement with audiences

Your customer is evolving and the change is being driven by their desire to consume video across multiple platforms. Whether you advertise in multiple markets or are looking to target locally, Comcast Spotlight’s multi-screen solution combines TV and Online advertising integrating your message to consumers in a more impactful and engaging way.

Multi-Screen Advertising

TV advertising with Comcast multi-screen users makes online advertising more effective.

Brand recall from TV

advertising is 50% but when combined with online advertising, brand recall increases by an additional 24%. That means 74% ad effectivness.*

6 out of 10 people have gone online AND watched TV simultaneously in the past month. **

60% of Comcast multi-screen users usually notice an online ad if they saw a TV ad for the same product.***

Compared to the average Comcast customer, the multi-screen users are 14% more likely to notice the online ad.***

Source:

*Nielsen. Google Cross-Platform Ad Effectiveness

Study 2011

**Nielsen A2/M2 Three Screen Report

Multi-screen advertising extends the reach, builds frequency and provides advertisers with multiple exposures in Comcast homes.




With spot cable advertising, marketers can pick and choose from various cable networks and from different geographic areas covered by Comcast Spotlight.

BENEFITS

DEMOGRAPHIC TARGETING Effectively reach customers with specific interests GEOGRAPHIC TARGETING Concentrate your advertising to meet your business needs

PERSUASIVE MEDIA Sight, sound, motion and emotion bring your message to life Multi-Screen Solutions Cutting edge advertising on air, online, and beyond

Glossary of Common Advertising Terms: Designated Market Area (DMA): Geographic areas in the US in which local television viewing is measured by Nielsen. Zone: A geographic sub-section including several zip codes within the DMA. Spot / Spot Cable: Usually refers to commercial schedules placed on local cable systems or individual stations. Geo-Targeting: Identifying a brand's geographic area of opportunity combining demographic & sales data to reach customers. Online Impressions: Actual views of an ad guaranteed on XFINITY.com. Reach: Measure of different (unique) homes/ people exposed at least once to a commercial over the length of a campaign. Frequency: Average number of times a home/person is exposed to commercial over the length of a campaign. Run of Schedule (ROS): Airing time of a commercial on a radio or TV left to the discretion of the station.

We can geo-target a specific advertising zone putting your ad in front of the right audience, without any waste in advertising coverage.

Spot Cable Advertising




Comcast Spotlight offers an extensive variety of original, award-winning programming including news, entertainment, comedy and drama on our 40+ cable networks. It’s more important to reach the people who count, rather than count the people you reach.

AFFLUENT ADULTS

WOMEN

NEWS BUFFS

KIDS & FAMILIES

SPORTS FANS

VIEWER DEMOGRAPHICS for New England (Adults 25-54) Marital Status: Never Married 26.1% Married 61.4% Household Income: $75,000-$99,000 17.1% $100,000-$149,000 18.7% $150,000+ 15.3% Own or Rent Residence Own 65.3% Rent 31.3% # of Children Under Age 18 in HH None 46.6% One or more 53.4% # of Teenagers 12-17 in HH None 77.2% One or more 22.8% *Source: Scarborough-USA Plus-Mosaic, Fe12-Mr13; DEMO=A25-54; Base=Census Division: New England

Geo-Targeting + Demographic Targeting = Advertising that works!

Networks




From online video opportunities to strategically positioned banner ads and high impact section takeovers, XFINITY.com offers local advertisers a robust platform to make their brand presences come to life!

Source: Comcast Plus-Recontact, R1-2012 Tot12month, Scarborough. Total Survey Area: Adults 18+. Base Profile: Comcast User Type is Single Screen or Multi-Screen User. Target: Comcast Multi-Screen User = (Comcast is Cable TV Provider AND Watched Any Cable Past 7 Days) AND (Comcast is Internet Service Provider AND Visited XFINITY.com Past 30 Days). Crosstab responses based on frequently or some of the time; agree or strongly agree. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.

75% of Comcast consumers notice online ads if the content is relevant to them. Furthermore, when a consumer sees ads on both TV and online, they are more likely to take notice! Compared to the average Comcast consumer, multi-screen advertising viewers are:

• 28% more likely to notice an online ad • 36% more likely to look at a website • 43% more likely to interact with online ad

BENEFITS Geo-Targeted by DMA & Zone Local Appeal Low Ad Clutter Environment

Relevant Views Guaranteed Impressions Qualified and Engaged Audience

TAKE YOUR COMMERCIAL ….and run it online!

XFINITY.com

ONLINE ADVERTISING

New England Adults 25-54 Who Are Xfinity.com Users* Marital Status: Married 61.7% Single 27.1% Household Income: $75,000-$99,999 16.0% $100,000-$149,999 18.7% $150,000+ 19.7% Own or Rent Residence: Own 60.9% Rent 37.0% # of Children Under Age 18 in HH: None 44.6% One or More 55.4% # of Teenagers 12-17 in HH: None 78.8% One or More 21.2% Burlington XFINITY.com stats: Over 116,000 + monthly

unique visitors 4.9 average minutes per Visit 17.8 average visits per visitor

*Source: USA Plus, Feb13-Mar14, Scarborough; Total Survey Area, Adults 18+; Base= Census Divisions: New England; Target= Adults 25-54 AND Internet Sites/Apps Used Past 30 Days: XFINITY.com Scarborough Ratings Data © Copyright 2014 Scarborough Research Corporation. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report. **Source: comScore Media Metrix 2.0, Jul’12-Jun’13 12-Month Averages, Base Internet, A18+ Burlington DMA.



BENEFITS • Advertise during LIVE televised events such as MLB, NFL, NBA,

NHL, NCAA, PGA, Olympics, Tour de France, and many more sporting events!

• Align your business with programs on networks such as ESPN, NBC Sports Network, NFL Network , and The Golf Channel.

• Comcast Spotlight covers more than four times the live sporting events than all local broadcast affiliated combined

• There are almost three times the number of sports telecasts on cable versus those on broadcast networks

• Take advantage of additional Spotlight sports opportunities such as promotions, custom sweepstakes, and online opportunities through the XFINITY.com microsites

We deliver sports like no one else in the market with coverage of Boston Bruins, Boston Red Sox & New York Yankees, Boston Celtics & Brooklyn Nets, World Cup, College Basketball, Tennis Grand Slam Tournaments, NASCAR and more!

Customize your multi-screen package to include a sports programming mix based on your schedule, budget and target audience.

Comcast Spotlight has more than 85,000 hours of sports programming and more than 10,000 hours of live sports coverage.

In fact, 82% of live, televised sports are on cable.

Consumers who use a laptop while watching TV, watch 23% more TV than viewers who don’t.**

Football is the #1 sport among US Internet users.**

*Source: The Nielsen Co., National TV Toolbox. Based on reported duration of sports anthology, sports commentary, sports event & sports news summary type codes, ESPN, ESPN2, ESPNews, Fox Soccer Channel, Golf Channel, MLB Network, NBA Network, NFL Network, Speed, Spike, TBS, TNT, USA & Versus; ABC, CBS, NBC, FOX; excludes Spanish Language Networks, CNBC & HLN, 2011 **Dolliver, Mark. "Sports Fans Online: Examining the Digital Element of the Total Fan Experience" eMarketer. July 2012.

From NBC Universal’s Olympics to the World Cup -- Comcast Spotlight delivers every major sport across our cable networks and XFINITY.com, giving advertisers multiple ways to reach sports fans!

More Sports.Delivered.

SPORTS



“Since advertising on Xfinity.com our web traffic has increased and we're able to see where the leads are coming from. It's a great platform where we can track results.” -Jeremy Stout, Marketing Director

“We've used Comcast Spotlight to build our brand--when customers see our ad on TV and online it reinforces our message even more.” -Frank Hanenberger, Owner

“We saw our business grow exponentially with Comcast Spotlight. The availability & affordability of advertising on TV and online has helped us achieve our growth & hit different demographics.” - Matt Levandowski, Senior Vice President of Retail

Brattleboro Ford/Subaru likes that you can pick zones that are relevant to your market.

Heritage Family Credit Union has grown so much thanks to the availability & affordability of Comcast Spotlight.

LaValley Building Supply has started using XFINITY.com and has found value from their online investment.

Comcast Multi-Screeners are more likely to take SALES action when exposed to the same advertising on both Comcast cable networks and through XFINITY.com. After seeing an ad on BOTH Comcast cable and XFINITY.com, 4 out of 10 Comcast Multi-Screeners: Discuss a product or service Feel Good about a product

or brand Visit a store or website for

a product BUY the advertised product

Source: Comcast Plus-Recontact, R1-2012 Tot12month, Scarborough. Total Survey Area: Adults 18+. Base Profile: Comcast User Type is Single Screen or Multi-Screen User. Target: Comcast Multi-Screen User = (Comcast is Cable TV Provider AND Watched Any Cable Past 7 Days) AND (Comcast is Internet Service Provider AND Visited XFINITY.com Past 30 Days). Crosstab: Exposed to advertising on both Comcast Cable TV and XFINITY.com. Scarborough Data & Reports are protected under the federal Copyright Act and are the registered intellectual property of Scarborough Research & Arbitron, Inc. Any use of the Scarborough Data is subject to all limitations and qualifications contained in the Report.

Read directly from our clients about how our multi-screen solutions have helped their businesses thrive and succeed.

Our Clients Say It Best!

TESTIMONIALS

A $40 million research investment is made annually to help reach your best audience geographically, demographically and psychographically.

Comcast Spotlight conducts primary research catered to your business needs.

BENEFITS Quantitative data from Nielsen, comScore, Kantar and others

gives you precise analysis of television viewership, online activity, and views into the competitive media landscape

Qualitative data from MRl, Simmons, Scarborough, and others provide extensive information on consumers, geographies and media habits to help you make a more informed decision during the media planning process

Comcast Spotlight research expertise is geared to transform big data into critical and actionable insights. For example, through our Rhiza for Media resource, we can examine a specific audience down to the zip code level, generating thematic maps to illustrated high (and low) geographic opportunities for advertisers.

Comcast Spotlight provides you with expert knowledge to confidently invest in our expanding array of advertising products across our Multi-screen platform. From our linear channels like (ESPN, Fox News, AMC, TNT) to our full digital product suite (XFINITY.com, iTV, VOD) we provide the analytic insights to understand how those products fit into a targeted media plan.

Comcast Spotlight relies on sophisticated quantitative and qualitative applications to provide you with customized research to maximize ROl.

Research

RESEARCH AND DEVELOPMENT



comcast spotlight tv and online advertising

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