Cablevision, GroupM launch addressable campaign for five brands


It’s an industry first in interactive and advanced television advertising: the simultaneous delivery of advertising from five different advertiser brands (the companies would not disclose which) sharing a single :30 unit across nearly three million households in the NYC metro.  The buy was initiated on the brands’ behalf by GroupM in Q4 2010 where spots for the five distinct brands were directed to the households based on likely relevance.  The campaign sub-divided the 30 second spots across more than 25 cable networks.

Cablevision so far has executed more than a dozen addressable campaigns, via Visible World technology. The campaign marked the first household TV addressable campaign to utilize the system’s full footprint.  Each of the five brands participating received separate metrics revealing how the spots performed with each segmented audience’s actual commercial ratings.