• Advertising Age, Monday, September 21, 2009 10:08 PM

Comcast's online TV portal, Fancast, is launching a 13-week ad blitz called "See It For Yourself," including prime-time TV spots starting tonight during the premiere of "NCIS." Fancast is cranking up the campaign to be a more credible competitor to Hulu, which established itself as the leading TV portal as television comes online.

The Comcast campaign is targeted at harried moms who aren't watching TV online in big numbers. Fancast's ads will be tied closely to prime-time programming, including recaps of CBS shows "CSI: Miami," "NCIS" and "How I Met Your Mother." The campaign also includes an online buy, with banner ads that will have one-click links to Fancast programming, and an outdoor campaign in San Francisco with interactive bus shelters that allow passers-by to pick TV clips.

Fancast is a key component of Comcast's digital strategy, and is the platform for On Demand Online, its "TV Everywhere" initiative, which will put ad-supported cable shows online for those who can prove they subscribe to pay TV.

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