Two of the nation's biggest cable TV providers are expanding technologies that allow auto advertisers to target viewers by their addresses and demographic data.
Comcast Cable, the top cable provider, offers such systems in 18 of the nation's top 30 TV markets. Its Adtag service can localize a regional commercial by ZIP code during a network cable show. That enables a 30-second car commercial to conclude with the name and address of the nearest dealership, Comcast says.
Comcast's Adcopy system permits auto advertisers to broadcast different commercials to different segments of the cable audience. For example, an SUV spot could appear in parts of a local cable provider's service area that include neighborhoods with lots of young families. At the same time, viewers in other parts of the service area could see a commercial for a convertible or a pickup.