TV competitors DirecTV and Dish Network are pooling their addressable advertising resources in an unusual effort to grab big political advertising sales.
The companies say the deal will
allow statewide political campaigns to target 20+ million DirecTV and Dish satellite TV homes.
“The platform not only uniquely monetizes big data, which has become critical to every
political campaign, but it does it at scale,” stated Keith Kazerman, senior vice president of ad sales of DirecTV. “It’s the perfect complement to local DMA cable buys and a fiscally
compelling alternative to local broadcast.”
According to some estimates, the 2014 campaign season will yield some $4 billion dollars in TV political advertising. Expectations are that
those dollars will continue to rapidly rise.
Warren Schlichting, senior vice president of media sales for Dish Network, said: “As campaigns utilize more and more data,
household-addressable advertising introduces a powerful tool to deliver a tailored message to a precise and measurable audience. Together, Dish and DirectTV reach nearly one out of every five U.S.
television households and usher TV into the modern political age.”
The announcement said sales efforts would only be for political advertising; other non-political ad sales activity
would be operated independently.
There has been much speculation/interest over the years about a possible merger between the two giant satellite TV providers. DirecTV has some 20 million
overall TV subscribers; Dish Network has an estimated 14 million.