SOURCE: Claritas Inc.

August 21, 2006 08:00 ET

Claritas Enters Into Agreement With Time Warner Cable Media Sales to Provide Access to New Polk Module

Agreement Expands Cable Company's Usage of Claritas AdSelect -- An Internet-Based Market Analysis Tool for Cable Advertising

SAN DIEGO, CA -- (MARKET WIRE) -- August 21, 2006 -- Claritas Inc., the premier provider of intelligent marketing information and target marketing services, announced today that it had reached an agreement to provide Time Warner Cable Media Sales, Time Warner Cable's advertising division, with access to the Claritas AdSelect™ Polk Module -- a database that allows cable companies to leverage R.L. Polk & Co. data on the Claritas AdSelect website to help drive automotive advertising sales. Claritas AdSelect is a market analysis tool designed to show advertisers the geographic advantage of cable and the quality of their coverage areas.

The agreement, which expands Time Warner Cable Media Sales' utilization of Claritas AdSelect, comes just one week after Claritas and Polk, the premier provider of automotive information and marketing solutions, announced the introduction of the Module.

"The value of Claritas AdSelect's Polk Module," said Phyllis Leibert, Senior Director, Corporate Research for Time Warner Cable Media Sales, "is that Time Warner Cable Media Sales can demonstrate the most resourceful way an advertiser could reach its target audience on-the-fly, and combine this with auto registrations and potential for sales by make and model."

Claritas Vice President Morris Sneor said the Module was designed following in-depth studies Claritas conducted with Time Warner Cable Media Sales and other Multiple System Operators (MSOs) on how they currently use Polk data and how they would like to use it.

"We have been utilizing Claritas' plethora of products corporately for many years, so it seemed only natural that we would want to work with this 35-year market research veteran to help in the development of this Module," said Leibert.

Sneor said the Module was developed to include such features as a unique "selection" tab that enables cable companies to show how their market reaches the automotive dealership's customer base better than the competing media. In addition, a cable company user can also produce visuals of their market analysis areas with thematic maps, as well as generate standard and custom reports needed for them to complete a market area analysis.

Time Warner Cable Media Sales has been using Claritas AdSelect since it was first introduced in May 2005. "Since its launch, AdSelect has left a positive mark on our sales initiatives," commented Leibert. "We have been able to successfully demonstrate to prospective clients the geographic advantage of cable and the quality of our coverage."

AdSelect has allowed Time Warner Cable Media Sales to effectively translate potential audience reach into real numbers, as well as demonstrate estimated waste numbers when advertising on broadcast television.

"Additionally, the linkages and the integration of many of our other research tools, including Mediamark Research, Scarborough Research and Consumer Buying Power™ (using the link to the PRIZM® NE lifestyle segmentation system) has proved to be invaluable. For the first time, we are able to seamlessly stitch together these research tools, that were previously unlinkable, and paint a picture for our prospective clients of how their trade areas compare with Time Warner Cable's coverage territory," she said.

"And, now that we have the AdSelect Polk Module, we look forward to doing exactly the same thing, presenting a seamless picture to our prospective clients, thus further penetrating the automotive industry," added Leibert.

For more information on the Claritas AdSelect Polk Module and/or Claritas AdSelect call 1-866-737-7429 or email

About Time Warner Cable Media Sales

Time Warner Cable Media Sales is the advertising division of Time Warner Cable. Through innovative marketing solutions, Time Warner Cable Media Sales delivers affordable cable television advertising, as well as offers advertisers the ability to advertise on the biggest and best branded television networks in the world including ESPN, MTV, TNT, CNN, USA and many more. Utilizing cutting edge technology, Time Warner Cable Media Sales has the ability to target customers demographically and geographically. In addition, Time Warner Cable Media Sales Interactive Advertising Technology offers marketers an opportunity for immediate feedback from consumers.

About Claritas

Since 1971, San Diego-based Claritas has been the pre-eminent source of accurate, up-to-date marketing information about people, households and businesses within any geographic area in the United States. Its target marketing services are aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers industry-leading consumer segmentation systems, consulting services and software applications for site and market analysis, advertising sales and customer targeting. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at and

Contact Information

  • Contacts:
    Stephen F. Moore
    Claritas Inc.
    (858) 677-9634
    Email Contact