- Ad Age, Wednesday, February 3, 2010 12:25 AM
In an aggressive commercial that broke during the Grammys, the Dish Network alleges DirecTV subscribers pay more for service, due to the long list of celebrity spokespeople it uses in ad campaigns.
The 30-second spot, created in-house by Denver-based Dish, catalogs the stars featured in DirecTV spots then concludes: "Maybe that's why on average DirecTV customers spend over $175 a year more than
Dish Network customers."
The latest strategy comes from Dish's chief marketer Ira Bahr, who took over the post in February 2009. This latest spot is a move that seems to have launched
an all-out war between the two satellite-TV providers. Kantar Media pegs DirecTV's U.S.-measured-media spending as not far from Dish's outlay. During the first 11 months of 2009, DirecTV spent $375
million and Dish $350 million. Bahr, however, disputes those figures, claiming DirecTV spends twice the amount on marketing that Dish does.
advertisement
advertisement
Read the whole story at Ad Age »