For example, Time Warner Cable advertising revenues were at $795 million in 2014 --- a 7% growth from the previous year, and just 5% of the company’s overall earnings before interest taxes depreciation and amortization.
Comcast Spotlight, the ad sales arm of Comcast Cable, continues to do its part, striking a number of initiatives -- including the ability for marketers to insert ads on a Comcast household basis through NBCUniversal’s controlled inventory, addressable-enabled on VOD.
Many addressable/programmatic efforts to gain better-targeted, better-priced local advertising inventory have been in the works for some time. But many of these efforts are scattered, and more is needed. Standardized research, measurement, and data ownership continue to be issues. Also for cable operators there’s the issue of slow-moving addressable system technology deployment in each market.
So the focus at cable, satellite, and telco companies will be on broadband and new digital platforms as well as traditional TV-video services, and those revenues. Local advertising on cable operators systems won’t be much the headlines.
The good news now is there are some 50 million addressable homes -- a little less than half of U.S. TV homes. Many believe the eventual Comcast-Time Warner Cable merger can only help push this process along. But the rate of acceleration of new cable advertising will be slow -- at best.