SOUTHFIELD, Mich. -- R. L. Polk & Co. announced today that Comcast Spotlight, the advertising sales division of Comcast Cable, has entered into a multi-year agreement to utilize PolkInsight(TM) for Media, a web-based platform that provides detailed trending, demographic and geographic detail on new and used vehicle registration activity, to support its advertising sales operations. PolkInsight will be fully rolled-out into all Comcast Cable markets over the next several months.

Polk has been providing automotive registration data to Comcast Spotlight for several years, and this information has been integrated into software tools built and maintained by Comcast. The move to PolkInsight as the delivery platform will provide improved flexibility, capability and support to drive Comcast Spotlight's advertising sales teams.

"PolkInsight will help our sales teams pinpoint the geographies, demographics and vehicle segments where a dealer may need advertising support to improve sales," said Kevin Cuddihy, vice president of advertising sales for Comcast Spotlight. "We are focused on providing automotive manufacturers and regional dealer associations the most advanced research so they can best utilize our multi-platform marketing solutions, and PolkInsight will be a key tool."

Comcast Corp. (Nasdaq: CMCSA, CMCSK)