Success Story: Looking for Added Value in Chicago

Aug 25, 2003  •  Post A Comment

Chicago cable TV advertisers are chasing added value that can strengthen the media schedule they place, said Peter Heisinger, VP and general manager for Comcast, Chicago.
“We have a variety of promotions that can be developed around events going on around Chicago and also drive people to the store,” he said. One such promotion took advantage of the NASCAR Tropicana 400 when it was in town. Several advertisers tied into the event by offering chances for customers to win tickets to the race.
Mancari Dodge, which opened July 1 in suburban Des Plaines, Ill., hosted an appearance by driver Rusty Wallace.
“It was professionally done and went smooth as silk,” said Wes Pierce, general manager of the dealership. “We sold a couple of cars out of it and had good exposure.”
National promotions with a local element are popular, Mr. Heisinger said. The multiple system operator also made the most of the Major League Baseball All-Star Game in Chicago. More than 100 Subway food outlets participated in the MLB Home Run Derby and Baseball Fan Fest with ESPN.
“That was a major success for us, and it included something that was happening on a national scale but was in the local marketplace,” Mr. Heisinger said.
Comcast, after the buyout of AT&T Cable, now represents 100 percent of the Chicago market. This makes multiple buys easier for advertisers who remember just a few years ago, when there were more than seven MSOs in the market.
Chicago metro area cable represented a 48 share on an all-day basis for 2002, according to Nielsen data. And the market pulled in $750 million in ad revenue for all TV, reports National Cable Communications.