Comcast Supports Go Local Sonoma County
Comcast’s offer to Go Local Members
The Comcast Spotlight Go Local Program provides Go Local members the equivalent of a
100% media value match in consideration of an advertising investment on Comcast
Spotlight. This partnership program is intended to help stimulate local support for Sonoma
County businesses. Not valid with any other discounts. Production not included.
GoLocal business members may participate in the Comcast Go Local offer in two ways, within
a :30-second spot featuring :15-seconds of the Go Local message and :15-seconds dedicated
to business message, or with a dedicated :30-second business commercial with a Go Local tag
included. A schedule will be customized for each advertiser based on their target customers
and budget. See rate card and sample schedules for details. Rates may change without
notice.
COMCAST CABLE TV Advertising:
• For the investment placed on Comcast Cable, you will receive a 100% spot match on
Comcast Cable. This match will be a spot for spot match on a M-Su, 6am – 12M rotation
basis. The match will cover the same geographic area as purchased and may air across
any of the 50 networks. This does not include commercial production.
COMCAST.NET Online Banner Campaign
• 20% off any marketwide or North Bay zoned internet ads on Comcast.net
COMCAST VIDEO ON DEMAND – Long Form Video Feature or Sponsored
Content
• For the investment made in VOD, Comcast will match your investment 100%. This grant
cannot be used toward production.
Why Comcast?
Comcast was founded in 1963 as a single-system cable operation. Today, we’re the
country’s largest provider of cable services - and one of the world’s leading
communications companies. We’re focused on broadband cable, commerce, and
content. We deliver digital services, provide faster Internet and clearer broadband
phone service, and develop and deliver innovative programming.
• More hours are spent with Cable than any other media including Broadcast TV!
• Comcast reaches approximately 71% of all households in Sonoma County!
• Comcast is “zoned” to reach consumers in a specific trade area, reducing
advertising waste!
• Comcast offers highly-targeted demographics with a selection of 52 networks!
• Cable TV viewers watch an average of 223 hours of television per month!
Contact Information
For more information please call:
Johanna Wolf
Account Executive
O. 707-981-7847
C. 707-685-7472
737 Southpoint Blvd., Suite H
Petaluma, CA. 94954
Comcast Networks
watch
what
happens
SPORTS
ESPANOL
c h a n n e l
HeadlineNews
TNT
SM
TM
Comcast Online
Why Comcast.net?
• Comcast “zones” its internet to reach
just those target consumers in your
trade area!
• Comcast targeting is based on the
visitor’s Comcast billing address,
enabling Comcast accuracy of 90-95%,
far exceeding IP address targeting
accuracy of 60-70%.
• Comcast.net advertisers enjoy
significantly higher “click-thru” rates
than the industry average!
On comcast.net you
have page
exclusivity (100%
Page SOV).
There is no clutter
and your 300x250
ad is guaranteed to
run above the fold!
Cable Households*
Santa Rosa Zone Profile
41,220
Available Networks
Santa Rosa Demographic Profile
Communities Served
• Fulton
• Kenwood
• Santa Rosa
Age Groups
Household Income
Persons 17 or Under
21.3%
Average Household Income
Adults 18-34
23.9%
Housing Units
Adults 35-54
27.2%
% Owner Occupied Units
Adults 55+
27.6%
Education
Households With Children
% of HH with Children
San Francisco
Bay Area
30.9%
Attended/Graduated College
$77,642
50.0%
60.6%
Source: AGS Demographic data © 2009 by
Experian/Applied Geographic Solutions.
SpotKnowledge is brought to you by SRC,
LLC. © 2009 All Rights Reserved
DISCLOSURES: The number of subscribing homes receiving advertisements on any cable network is an estimate and may vary by geographic areas and other factors. Any statement of (1) the number of subscribing homes
receiving an advertisement and (2) audience estimates are based either on the NCC methodology which utilizes either Nielsen carriage & insertion Universe Estimates or adjusts internal carriage/insertion sub counts (Jan ‘10) by
the Nielsen full footprint Interconnect Universe Estimate (Feb ‘10). Zone estimates are generated by using Nielsen Interconnect Universe Estimates, adjusted on a pro rata basis by internal subscriber counts by zone. Nielsen
Universe Estimates are derived: in Telephone Frame set-meter and diary-only markets, from a rolling average of the prior four major sweep periods of diary sample; in LPM and Area Probability set-meter markets, from a
rolling average of the prior four periods of meter sample, when available. These 4 periods each consist of 4 weeks of meter sample that lie prior to the measurement cycles of February, May, July and November. Estimates may
contain impressions outside the home DMA. [See also Nielsen ViP Report]. The number of homes capable of accessing VOD and interactive TV advertising content is an estimate and may vary by the number of homes actually
subscribing to digital cable service and other factors. Current Nielsen audience reporting methodology does not provide the ability to adjust audience estimates for HD simulcast programming for non-insertion. The company
may not have the capability to insert on HD simulcast networks or to enable interactive overlays on HD simulcast networks. Audience estimates for HD programming have not been adjusted for non-insertion. The information
provided will be periodically updated by the Company. For more information please contact your Advertising Sales Executive.
Cable Households*
Redwood Empire Zone
Profile
65,320
Available Networks
Geyserville
SM
Healdsburg
c h a n n e l
SPORTS
ESPANOL
watch
what
happens
Redwood Empire Demographic Profile
Communities Served
• Bodega Bay
• Camp Meeker
• Cazadero
• Cloverdale
• Cotati
• Eldridge
• Forestville
• Geyserville
• Glen Ellen
• Graton
• Guerneville
San Francisco
Bay Area
• Healdsburg
• Jenner
• Monte Rio
• Occidental
• Penngrove
• Petaluma
• Rio Nido
• Rohnert Park
• Sebastopol
• Windsor
Age Groups
Household Income
Persons 17 or Under
21.7%
Average Household Income
Adults 18-34
22.3%
Housing Units
Adults 35-54
29.9%
% Owner Occupied Units
Adults 55+
26.1%
Education
Households With Children
% of HH with Children
32.5%
Attended/Graduated College
$81,473
52.2%
63.1%
TM
Source: AGS Demographic data © 2009 by
Experian/Applied Geographic Solutions.
SpotKnowledge is brought to you by SRC,
LLC. © 2009 All Rights Reserved
DISCLOSURES: The number of subscribing homes receiving advertisements on any cable network is an estimate and may vary by geographic areas and other factors. Any statement of (1) the number of subscribing homes
receiving an advertisement and (2) audience estimates are based either on the NCC methodology which utilizes either Nielsen carriage & insertion Universe Estimates or adjusts internal carriage/insertion sub counts (Jan ‘10) by
the Nielsen full footprint Interconnect Universe Estimate (Feb ‘10). Zone estimates are generated by using Nielsen Interconnect Universe Estimates, adjusted on a pro rata basis by internal subscriber counts by zone. Nielsen
Universe Estimates are derived: in Telephone Frame set-meter and diary-only markets, from a rolling average of the prior four major sweep periods of diary sample; in LPM and Area Probability set-meter markets, from a
rolling average of the prior four periods of meter sample, when available. These 4 periods each consist of 4 weeks of meter sample that lie prior to the measurement cycles of February, May, July and November. Estimates may
contain impressions outside the home DMA. [See also Nielsen ViP Report]. The number of homes capable of accessing VOD and interactive TV advertising content is an estimate and may vary by the number of homes actually
subscribing to digital cable service and other factors. Current Nielsen audience reporting methodology does not provide the ability to adjust audience estimates for HD simulcast programming for non-insertion. The company
may not have the capability to insert on HD simulcast networks or to enable interactive overlays on HD simulcast networks. Audience estimates for HD programming have not been adjusted for non-insertion. The information
provided will be periodically updated by the Company. For more information please contact your Advertising Sales Executive.
Women 25-54 Sample Schedule
Weekly Schedule per Zone
San Francisco
Bay Area
Network
Time Period
# of Times
per Week
Bravo
Mon-Sun 7p-12m
BONUS ROTATORS
1
1
Food Network
Mon-Fri 9a-4p
Mon-Sun 7p-12m
Sat-Sun 9a-7p
BONUS ROTATORS
3
1
2
6
HGTV
Mon-Fri 9a-4p
Mon-Fri 4p-7p
Mon-Sun 7p-12m
Sat-Sun 9a-7p
BONUS ROTATORS
1
1
3
2
7
Lifetime
Mon-Sun 7p-12m
Mon-Sun 12m-2a
Sat-Sun 9a-7p
BONUS ROTATORS
2
2
1
5
VH1
Mon-Sun 7p-12m
BONUS ROTATORS
3
3
TLC
Mon-Fri 9a-4p
Mon-Sun 7p-12m
BONUS ROTATORS
2
1
3
USA
Mon-Sun 7p-12m
Sat-Sun 9a-7p
BONUS ROTATORS
1
1
2
$458 per week
• 54 spots per week
Schedule includes a matching 6a-12m
rotators for every spot purchased.
Among Women 25-54, over a 3-month
period:
• Reach – 70.2% of Women 25-54 in Santa
Rosa zone
• Frequency – 3.2 # of times target viewer
sees your commercial
Among Women 25-54, over a 6-month
period:
• Reach – 72.5%
• Frequency – 6.1
Among Women 25-54, over a 12-month
period:
• Reach – 80.7%
• Frequency – 10.9
Adults 25-54 Sample Schedule
Weekly Schedule per Zone
San Francisco
Bay Area
Network
Time Period
# of Times
per Week
Bravo
Mon-Sun 7p-12m
BONUS ROTATORS
1
1
Food Network
Mon-Fri 9a-4p
Mon-Sun 7p-12m
Sat-Sun 9a-7p
BONUS ROTATORS
3
1
2
6
HGTV
Mon-Fri 9a-4p
Mon-Fri 4p-7p
Mon-Sun 7p-12m
Sat-Sun 9a-7p
BONUS ROTATORS
1
1
3
2
7
Lifetime
Mon-Sun 7p-12m
Mon-Sun 12m-2a
Sat-Sun 9a-7p
BONUS ROTATORS
2
2
1
5
TNT
Mon-Sun 7p-12m
BONUS ROTATORS
3
3
CNN
Mon-Fri 9a-4p
Mon-Sun 7p-12m
BONUS ROTATORS
2
1
3
USA
Mon-Sun 7p-12m
Sat-Sun 9a-7p
BONUS ROTATORS
1
1
2
$642 per week
• 54 spots per week
Schedule includes a matching 6a-12m
rotators for every spot purchased.
Among Santa Rosa households, over a 3month period:
• Reach – 79% of cable audience in Santa
Rosa zone
• Frequency – 4.7 = # of times target viewer
sees your commercial
Among Santa Rosa household, over a 6month period:
• Reach – 88.3%
• Frequency – 8.4
Among Santa Rosa households, over a 12month period:
• Reach – 93%
• Frequency – 16.0
San Francisco
Bay Area
Our sales jumped 33% our first
month using Comcast!
- Rey Edias, JJ’s Fish and Chicken
Problem
The Chicago headquartered chain of fast food restaurants has
an impeccable reputation for the tastiest dishes you have ever
eaten including golden fried chicken, succulent catfish and
delicious wings and chicken tenders. The problem was JJ’’s
Fish and Chicken was brand new to Sacramento with no name
recognition . With only one location and a slow first three
months using radio, they needed to do two things. First,
affordably target customers within a 5 mile area of their store
and find a powerful way to visually show their unique food
and wide range of menu items.
Plan
A new 30 second commercial was produced that showed
mouth watering close-ups of several dishes and items
being served up. The commercial ran exclusively in the
two Comcast zones where most of JJ’s customers are
located. The commercial ran heavy in both daytime and
primetime reaching Mom’s with kids during the day and
working people during primetime. The goal was to get the
message out to the right customer target in the right way!
Performance
Process
After visiting with JJ’s Fish and Chicken‘s Store Manager,
Rey Edias, it was determined that their target audience was
families and working people. We decided to focus
advertising dollars only in JJ’s major trading areas. Rey
agreed that the combination of the visual power of TV
plus Comcast’s ability to target his specific area was so
much more than what Broadcast TV, Radio, or
Newspaper could offer him.
The response to the commercials has been great . JJ’s Fish and
Chicken increased their investment on Comcast after seeing
sales jump 33% the first month. “Our advertising budget is
now 100% with Comcast because it’s working” says Rey Edias,
Store Manager. “People are always coming into the store
saying, hey aren’t you the guy in the TV commercial. That’s
always fun to hear but more importantly it reminds me of the
impact our TV ads are having for us.”
During Wente Vineyards 2009 Concert Season, the
Comcast campaign resulted in an increase of sales by
356% compared to 2008 ticket sales during that same
specific time period. - Heather McAllister
The Problem
The Plan
Wente Vineyards is constricted in
increasing Concert ticket sales by high
prices and a limited schedule. Their goal
was to increase ticket
sales by 50% in down
economic times.
Jeff engaged the high income individuals that had the
highest probability of attending Wente’s concerts
through a targeted on air schedule and video banners
on Comcast.net that grabbed
consumer’s attention and
drove them to the web
site
for schedules and
ticket sales
The Process
Jeff Twibell, the Comcast Spotlight Account Executive,
engaged Wente Vineyards about their marketing needs
to increase sales in their concert series. Jeff saw the
opportunity for Wente to increase sales by driving high
income residents of Tri-Valley and Contra Costa
counties to the Wente website .
The Performance
Wente Vineyards saw a 356% year-over-year sales
increase from their 2008 to 2009 concert seasons. The
Increase in sales can be directly contributed to the
significant increase in web traffic that Wente received
as a result of their Comcast.net campaign
"Our online ads with Comcast provided a higher click through rate
than those with SF Gate. We were very pleased to reach the Comcast
audience so effectively."
Julie Knight, Marketing Director – Marin Theatre Company
Problem
The Marin Theatre Company in Mill Valley needed to
increase ticket sales and raise awareness of the many
quality productions they present throughout the
year
Plan
An On-Air schedule was planned in their immediate
market area using targeted networks that matched
the psychographic profile to the theatre’s production.
For raising awareness of working women, and in a
broader geographic area, an on-line campaign was
used on Comcast.net
Performance
Process
The Marin Theatre demographic was an upper-income
audience. They would attract audiences from different
geo-targeted areas and different psychographic profiles
based on the type of production.
The Marin Theatre Company received the highest ClickThrough-Rates that other online media they had tried,
higher than the SF Chronicle’s site, SFGate. Consumers
mentioned they saw the ad on TV when they booked
tickets. MTC has now added Comcast.net onto all their
productions advertised with Comcast Spotlight.