In Focus Blog


In Focus is Comcast Spotlight’s blog dedicated to addressing the issues that impact your business and clients. It’s a forum to hear and share different perspectives on topics including interactive television, industry research and trends, how to reach your customers, upcoming programming highlights and other industry news.
  • Lots to Love on Cable this February

    Submitted by Chris Ellis

    Jan 10, 2017 - 11:01

    As the pomp and parties of the new year fade away, we turn our attention to February and some fantastic original series and specials coming to your customers’ favorite cable networks. These are the premium programs those viewers will be watching, and we can help your business reach them. First things first, and that means beginning on the first of the month with the second-season premiere of Syfy’s The Expanse on February 1 at 10 p.m. (all times Eastern). The series, set two centuries in

  • Lots of “New” Ways to Grow Your Business with Cable in the New Year

    Submitted by Chris Ellis

    Dec 13, 2016 - 10:12

    New—it’s a word you’ll be hearing a lot of in the next few weeks. That’s true on cable as well, with numerous “new” ways to help your business start 2017 on a winning note by reaching the right customers in the right neighborhoods. A new year may bring new romance on FYI, with the premiere of Kiss Bang Love on January 3 at 10 p.m. (all times Eastern). Single people looking for a potential partner will “test the waters” by kissing one another blindfolded. Each episode will feat

  • Score a Victory with Sports Advertising in 2017

    Submitted by Chris Ellis

    Dec 7, 2016 - 10:48

    Whether your customers fawn over a fast break, shout for a slapshot, get revved up for racing or glory in golf, Comcast Spotlight has opportunities for your business to connect with them. From hoops to hockey, chilly mountains to warm golf courses, we’re living up to our promise of “more sports delivered.” We’ve put together this list of many of the events coming up on national networks like CBS Sports Network, ESPN, ESPN2, ESPNU, FS1, GOLF, NBCSN, and TNT. To learn more about these o

  • Wrap it up: Cable Finishes the Year in Style

    Submitted by Chris Ellis

    Nov 16, 2016 - 08:57

    The signs of the end of the year nearing are unmistakable: sunset comes earlier, trees are quickly dropping their leaves, and the shift from pumpkin spice to peppermint…well, everything….is underway in the stores. December will be here soon, and as always, it provides many outstanding opportunities for businesses of all type to connect with consumers. We’ll kick things off with a holiday tradition in a (somewhat) new place: ABC Family changed its identity to Freeform at the start of the

  • Webcast Recap: Fragmentation as Friend, not Foe

    Submitted by Stefanie Smentek

    Nov 9, 2016 - 11:53

    We hope you had a chance to attend our Take Five for Your Future webcast, “Putting Fragmented Audiences Back Together Again: A Look at Video’s Audience-Based Future,” on October 26.  Our panel of media and advertising experts shared their thoughts on how technology and analytics can assemble audience groups that have splintered to create campaigns that are more targeted, efficient and effective than ever. If you couldn’t join us, or want to review some of the information again,

Webcast Recap: Fragmentation as Friend, not Foe

Submitted by Stefanie Smentek

November 9, 2016 - 11:53

We hope you had a chance to attend our Take Five for Your Future webcast, “Putting Fragmented Audiences Back Together Again: A Look at Video’s Audience-Based Future,” on October 26.  Our panel of media and advertising experts shared their thoughts on how technology and analytics can assemble audience groups that have splintered to create campaigns that are more targeted, efficient and effective than ever. If you couldn’t join us, or want to review some of the information again, you can view the complete webcast below.

Keith Camoosa, Senior Vice President of Consumer Intelligence at Warner Brothers, kicked off the panel discussion by exploring audience-based buying and how it differs from the current TV-buying model. He also discussed how to determine budget allocation between audience-based and content-based tactics.

Next, Jim Nail, Principal Analyst at Forrester Research, explained the relationship between programmatic and audience-based buying—including how they differ—and shared his insights into how buying will work differently for TV than it has for digital media.

Justin Evans, Comcast Spotlight’s Vice President, Principal Data and Research Strategist, shared how advertisers can use audience fragmentation to their advantage.  Justin also explained how audience-based buying can find new value in the TV marketplace.

Andrew Feigenson, Senior Vice President of Ad Platforms and Networks at Nielsen, talked about the best ways to measure multi-screen, audience-based campaigns, and shared what type of consumer data is available for these audience-based buys and what the future will look like for measurement.

Our panel also addressed “hot topics,” including how audience-based buying will change the skills needed by buyers and planners at agencies, how it can generate more impressions at the same level of investment and how this transition will shape up.

To hear what our panel of industry experts had to say on these topics and questions, check out the full webcast below. You’ll also hear their answers to questions that came in from our attendees asked during the live Q&A portion of the webcast. You can  download the webcast slides here.

Webcast Recap: Fragmentation as Friend, not Foe