NEWS: TeleWest to centralise ad sales with creation of one-stop shop

TeleWest, the UK’s largest cable operator, is to launch a sales house to sell local advertising opportunities across its network of cable homes.

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

geographical basis.



‘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

their behalf.



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

operations.



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