What Comcast-Time Warner Cable Means for Advertising
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Comcast’s planned acquisition of Time Warner Cable for $45.2 billion in stock will shake up the TV landscape, intensify the conversation around carriage disputes with TV networks and potentially incite yet more media consolidation.
It will also, of course, be scrutinized by the Federal Communications Commission. The merged company would command nearly 75% of the cable TV market and about 30% of the broader multichannel video market — a space that also includes DirectTV, Dish Network, AT&T and Verizon.
Assuming the deal is approved, however, it will make Comcast becomes a more important partner for advertisers, said Ken Doctor, affiliate analyst, Outsell. Its expanded role as both a content producer and content distributor will make it all the more competitive for ad dollars with companies like Yahoo, AOL, Google and Facebook. “It will become more of an ad competitor as selling of TV [and] digital inventory blurs,” he said.
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