TeleWest, the UK’s largest cable operator, is to launch a sales house to
sell local advertising opportunities across its network of cable homes.
The new operation, to be called Cable Adnet, will be headed by
TeleWest’s sales director, Steven Stokes. It is due to be launched at
the end of this month.
Adnet will bring together all the local sales teams that currently sell
airtime for TeleWest. The aim is to provide a one-stop shop for
advertisers to tap into TeleWest’s 500,000 cable homes.
Stokes said Adnet would offer advertisers - from local clients to
national advertisers that require a locally focused ad campaign - the
ability to use different channels to reach different audiences on a
‘It’s a great boost for cable ad sales,’ Stokes claimed. ‘The growth in
ad revenue just on our own business will be about 50 per cent year on
year for the next few years.’
Adnet will sell the local airtime that each cable and satellite TV
channel has to give over to the cable operator. This amounts to a
minimum of one minute of advertising airtime per hour. Only BSkyB
channels are excluded from the agreement.
However, many local cable operators do not have the necessary
infrastructure to sell the airtime, so Adnet will pitch to sell it on
TeleWest claims that Adnet will soon allow advertisers to define
audiences by postcode, which will make television ads as flexible and
targeted as direct mail.
Adnet will also pitch to handle advertising sales for cable-only
television channels that do not wish to sustain their own sales