MARKET SHARE BY P.J. BEDNARSKI
Stations Missing Multicast Ad Opportunities
The city of Concord, Calif., has banded together with local auto dealers to commit up to $80,000 to a multimedia ad campaign promoting buying cars at home. So who’s getting that money? Not a single TV station. Instead, Comcast Spotlight, which divides the area into 22 mini-markets with targeted advertising. With most TV stations still not sure what to do with multicast channels, it would seem to me that it’s somewhere between plausible and possible to reorient them toward serving a geographic segment of a station’s market.