Charter has spent $2 billion on TV advertising since 2011, including $2 million on the network’s biggest ad buy to date.
The company said on Monday that the new ad buy was the most it had spent in a single year since the company began tracking ads in 2011.
Charter CEO David Cohen said in a statement that it was a “significant milestone for Charter” to spend $2,500 million on TV ads in 2017.
This is the first time in Charter’s history that the company has spent more than $1 billion on an ad buy, according to the company.
“We are pleased that Charter has taken the next step in improving its television advertising performance, and we look forward to building on this momentum as we continue to invest in our businesses and products to create the best value for our shareholders,” Cohen said.
Championing a new platform: Charters platform for TV ad buys has been expanded to include more than 2,000 channels, including HBO and Showtime.
Channel partners are allowed to run the same ad, with the difference being the amount of time it takes for the channel to show the ad, according a source with knowledge of the deal.
A channel could choose to run ads in one of the channels or a combination of channels and be allowed to do so.
For example, HBO could run a spot with ads from Showtime, HBO GO and the Disney Channel, but be able to run its own spot in its own channel.
With the addition of Showtime and Disney, the company now has two channels in the new platform, one for the cable TV channels and another for the digital platforms.
New ads will also be displayed on ESPN and ESPN2, while HBO will be shown on ESPN3 and ESPNU.
Additionally, there will be more choice in the way ads are shown on digital platforms, with HBO and ESPN3 showing different ad styles than they did in the past.
Cohen said that the network will begin to build on the platform to help advertisers reach their target audience, while also giving viewers more control.
Cable TV and digital platforms were not included in the platform, but Cohen said they would soon be added.
On Tuesday, Comcast announced that it would spend $500 million to buy Time Warner Cable and sell its media assets.
Time Warner Cable has a 21% market share, and the acquisition of Comcast will give it control of the largest cable TV network in the U.S., according to Bloomberg News.
Verizon Communications, which owns the NBCUniversal cable network, will also have the right to sell the rights to its channels and pay for the ads.
In the last year, Charter has increased its investment in television advertising, which has grown from $800 million in 2016 to $1.2 billion in 2017, according the company’s annual report.
More to come.