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Comcast Spotlight Strengthens Audience Connection With Data Partnership

Comcast Spotlight, the advertising sales division of Comcast Cable, and Rhiza, announced an agreement bringing new and beneficial media insights to Comcast Spotlight’s local, regional and national clients.

Comcast Spotlight is now utilizing the Rhiza for Media platform, a web-based research and sales software solution. Rhiza for Media provides customizable reports combining aggregate audience data with generalized media consumption information and market trends to produce detailed, graphics-rich presentations to help advertisers develop more efficient media plans.

"Companies ranging from ‘mom-and-pop’ operations to national brands are increasingly relying on detailed data to make strategic advertising decisions, and we’re helping them do it," said Matt DeAngelis, Senior Director of Research for Comcast Spotlight. "Rhiza for Media helps us take a wide range of data and present it in an easy-to-understand way, demonstrating the geographic and demographic segmentation capabilities that only local spot cable advertising offers."

Added Josh Knauer, CEO of Rhiza, "Comcast Spotlight’s clients will benefit from Rhiza for Media’s unique capability to blend information about people, businesses and market conditions from hundreds of sources. It’s not just about more data, but about presenting that data in an easy to understand way that ensures you engage your target audience."

The Rhiza for Media platform used by Comcast Spotlight combines numerous qualitative and quantitative datasets, which can be customized based on each advertiser’s type of business and further enhanced with user-created datasets. Using that data, Comcast Spotlight is able to show clients how local cable advertising can pinpoint the neighborhoods where their customers (and prospective customers) live, overlaying that with aggregated information about what those audiences are watching. Data can be analyzed and summarized at multiple geographic levels, from a market-wide perspective down to a zone level analysis.

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