Time Warner Cable thinks local with Super Bowl ad strategy

01/16/2013 | Advertising Age (tiered subscription model)

Time Warner Cable has purchased local time in 44 markets during the CBS telecast of the Super Bowl for an ad promoting its multiplatform reach. The spot will feature at least one cast member from "The Walking Dead." The cabler used a similar tactic last year during NBC's airing of the Super Bowl. "We've cobbled together a 'national' Super Bowl reach for our footprint," said Jeffrey Hirsch, Time Warner Cable's executive vice president and chief marketing officer for residential services.

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