Comcast to Promote the Diamond Certified Program with 20,000 Ads

by Jim Stein

Over the next three years, the Diamond Certified rating process and Directory of companies rated “Highest in Quality” will be heavily promoted by Comcast on 25 top cable television networks that broadcast throughout the Greater Bay Area. From September 2011 until August 2014, Comcast will run 20,673 Diamond Certified commercials and present access to the Diamond Certified Directory on various websites to educate viewers on the Diamond Certified ratings program, the Diamond Certified Performance Guarantee and the quality of Diamond Certified companies. Also, as part of the agreement, Comcast will provide Diamond Certified companies with a complimentary needs assessment and special advertising pricing which they can access within their local marketing areas.

In total, three new Diamond Certified commercials—which are presented in 30-second, 15-second and 10-second versions—will rotate seven days a week from 6am to midnight on the following top-rated networks: ESPN, Comcast Sportsnet Bay Area, USA, TNT, TBS, HGTV, Discovery, Fox News, MSNBC, History, Bravo, Comedy Central, AMC, Food Network, CNN, FX, Lifetime, TLC, A&E, E!, SyFy, Travel, Animal Planet, CNBC and Golf. The commercials show families using Diamond Certified to find top-rated local companies, feature the Diamond Certified ratings charts and emphasize the Diamond Certified Performance Guarantee. You can watch all three commercials below.

Presenting the popular Diamond Certified ratings information on the Comcast platform fits into one of Comcast’s long-term strategic goals by providing viewers with ever increasing value both on-air and online. Andy Eppinger, Director of Local Sales for Comcast Spotlight, says, “We’re very impressed with the Diamond Certified Program, and we’re excited about increasing its awareness with Comcast viewers. Based on our TV schedules—and excluding any online campaigns and cross-promotional spots—this marketing partnership is projected to generate 100 million impressions (approximately 86% of the entire cable universe) for the Diamond Certified Program over the next three years. That translates to reaching almost two million people 16 different times during the campaign!”

Jim Stein, founder and CEO of American Ratings Corporation, says, “We’ve been very impressed with the power Comcast brings in terms of reaching Bay Area homeowners and businesses with their popular programming on a wide variety of networks. Now, Comcast viewers will be constantly reminded to use the Diamond Certified Program’s treasure trove of ratings information, including verbatim customer survey responses, Diamond Certified Video Profiles and numerous researched articles on top-rated local companies. We’re very proud of our new commitment to Comcast Spotlight and believe the alliance will greatly benefit Bay Area consumers and top-rated local companies.”