• by Joe Mandese  @mp_joemandese, June 3, 2005

Bulova Corp., a pioneer in the field of television advertising, Thursday unveiled an unusual spot cable advertising campaign that allowed it to geographically target messages aimed at specific retail locations. The test, which was coordinated by Bulova agency Globemark and national cable ad sales rep National Cable Communications, covered more than 125 markets served by Comcast systems in Chicago, Atlanta, Detroit and Pittsburgh.

The ads, which utilized Comcast Spotlight's Adtag targeting system, featured geographic versions created by VisibleWorld. While Bulova would not disclose results of the test, it said the effort increased its market share and its relationship with retail outlets in the markets where the campaigns were televised.

Based on those results, the company said it is expanding the targeted cable ad effort as an "incentive" for retailers to support Bulova brands during key sales periods.

It's not the first time Bulova pioneered a new method of TV advertising. In fact, Bulova pioneered TV advertising, running the first ever TV commercial broadcast. The spot, "It's Bulova Watch Time?," was broadcast on WNBT-TV, New York in 1941. The cost of media time: $9.