NCC Media -- primarily a local cable TV company advertising selling company -- is extending its footprint to include a broader array of digital media buying.
The company says the move enables marketers to deliver coordinated digital ads to the same households reached by TV campaigns -- coordinating buys at the household level across more than 85% of the U.S. pay TV market.
BIA/Kelsey estimates total U.S. local cable advertising revenues grew slightly — from $6.8 billion in 2017 $6.9 billion in 2018.
NCC Media, owned by three big cable TV companies Comcast, Charter Communications and Cox Communications, covers 80 million households and from cable, satellite and telco service providers.
It also includes new digital media partners. NCC on its website shows that Verizon FiOS, Dish Network, Sling TV, DirecTV, DirectTV Now, Sony Playstation Vue, Tubi, Pluto TV are existing partners. The company says it is extending into other inventory, such as Roku, and other partners.
Advertisers can access up to 60 networks where marketers campaign can target local markets.
In 2018, advertisers placed more than $2 billion in revenue on NCC.