• by David Goetzl  @dgoetzl, January 3, 2008

Comcast's local ad sales division has reached a new deal to receive data on vehicle registration trends that it hopes to use to better demonstrate opportunities for auto dealers.

The Comcast Spotlight multi-year deal is with R. L. Polk & Co. for the PolkInsight for Media system "that provides detailed trending, demographic and geographic detail on new and used vehicle registration activity."

The service will be available for use in each market Comcast serves over the next several months, R.L. Polk said.

Comcast has used Polk vehicle registration data for some time, but the new agreement covers the PolkInsight system billed as offering "improved flexibility, capability and support."

"PolkInsight will help our sales teams pinpoint the geographies, demographics and vehicle segments where a dealer may need advertising support to improve sales," said Kevin Cuddihy, vice president of advertising sales for Comcast Spotlight. "We are focused on providing automotive manufacturers and regional dealer associations the most advanced research so they can best utilize our multi-platform marketing solutions, and PolkInsight will be a key tool."