US satellite giant Dish Network is to allow NCC Media – owned by Comcast, Time Warner Cable and Cox Communications – to sell local ads to its satellite TV subscribers.
Dish has signed up to NCC Media’s I+ initiative, which links cable, satellite and telco companies’ local ad inventories. Dish and NCC Media will combine the ad impressions in more than 3 million Dish subscriber homes with those covered by Comcast, Time Warner Cable and Cox, across 25 top US markets.
NCC Media, which represents DirecTV, AT&T U-verse TV and Verizon FiOS TV, said that, by the end of the year, it would offer the ability to target ads to Dish’s 3 million homes by storing ads on subscribers’ DVRs.
The move is the culmination of a decade of effort by NCC to consolidate the advertising reach of US multichannel video programming distributors. It also brings Dish to the local advertising market for the first time, and could help Dish cut costs from having its own dedicated local sales team.
Dish’s new targeted ad system will integrate with existing local market cable advertising platforms, called ‘interconnects’, so increasing an ad campaign’s coverage.
The platform is available to advertisers via NCC offices in 16 offices across the US, and to local marketers via the local interconnect sales teams of Comcast, Cox and Time Warner Cable.
Dish’s senior vice president of ad sales Warren Schlichting said: “This partnership with NCC Media is an exciting new chapter, leveraging DISH’s market-leading technology for delivering targeted television advertising.
“By gaining access to the country’s third largest pay-TV provider’s customers, local and national spot TV advertisers can now speak with millions of consumers who were simply not accessible before.”
NCC Media president and CEO Greg Schaefer said: “Our mission has always been to make our medium easier to buy, while reducing complexity for our ad agency partners. This collaboration with DISH was done because it’s what the advertising market demanded: to deliver more quality consumer GRP’s in cable programming in local markets. And it does, in a big way.”