Where Cable Met Streaming: Inside Ampersand - How Comcast, Cox, and Spectrum Combined Forces for Advertisers

Did You Know?

Comcast, Charter, and Cox have been sharing ad sales operations for thirty years.

And whether your campaign is running on linear or streaming, it's likely moving through those pipes. And there is one company who sits in the middle of all three called Ampersand — and if you're reading this...then you should probably know what they do.

Here's why...

• 62M addressable households 📺

• 90% of live sports events on television ⛹️‍♂️

• Authentication at the household level 🏠

Seth Mittman, VP of Integrated Sales at Ampersand, joined me this week to explain why that is — and why it matters to your next campaign.

Brands that added linear inventory saw an average 131% lift in reach.

Seth explains where that gap comes from and what closing it actually looks like across 210 Designated Market Areas (DMAs) and more than 2,200 cable zones.

What about live sports?

Ampersand's sports footprint covers ninety-percent of live sports events on television — across national networks and Regional Sports Networks (RSNs) — reaching sixty-two million households at full footprint. That's a single buy, cross-platform, linear and streaming, against the most desirable audience in television.

Programmatic live sports isn't in the product yet. Direct Insertion Order (IO) is. But the real move is running the same campaign simultaneously across linear and streaming — hitting the audience wherever they are, without upfront guarantees.

What to do next

Sports continues to prove that linear isn't dying. Streaming continues to prove that eyeballs are moving. The brands and buyers who understand the infrastructure those eyeballs are watching through are the ones building the smartest plans.

Watch or Listen to the full episode here →

Earlier this week we covered Ampersand's closed-loop attribution partnership with Fandango and Kochava — read it here.