DISH Media Sales First to Light Up Addressable Advertising on Spanish-Language Networks Nationwide
May 17 2016 - 9:02AM
Business Wire
- DISH first national pay-TV provider to
offer household-addressable advertising on Latino networks
- Spanish-language addressable ads
available on 8 Latino networks
- DISH leads bilingual market
segment
DISH Media Sales, providing advertising sales for DISH and Sling
TV, today announced the availability of addressable advertising
inventory on eight Latino networks on DISH’s satellite pay-TV
service. DISH’s addressable advertising allows advertisers to
target their message to specific households by using anonymized
secondary demographic data.
“We’re offering brands the opportunity to have a meaningful,
in-language conversation with the largest Latino bilingual customer
base in pay-TV,” said Adam Gaynor, vice president of DISH Media
Sales. “Delivering relevant messages improves the viewing
experience for our customers and the bottom line for
advertisers.”
Household-addressable advertising allows advertisers to deliver
a targeted ad to a household utilizing anonymized data such as age,
location and other consumer characteristics. The technology
delivers a video ad to a DVR similar to a postcard ad being
delivered to a mailbox. The ad plays in a regularly scheduled
commercial break on live and recorded content to a household that
has been anonymously matched to an advertiser’s desired
audience.
Through DISH and DishLATINO branded offerings, the company is
the bilingual market segment leader providing a suite of English
and Spanish language programming packages. According to Nielsen,
Hispanic households are 17 percent more likely to subscribe to
satellite TV than the U.S. average.
“Over the past three months, two million DISH addressable
households watched a Latino network,” said Gaynor. “Brands can now
purposefully connect in Spanish with a powerful and growing
consumer group.”
Hispanics are responsible for more than 60 percent of the total
U.S. population growth over the past five years and Latino buying
power is forecasted to be $1.7 trillion in 2019 according to the
Selig Center for Economic Growth.
DISH Media Sales introduced household-addressable advertising in
2012, which currently reaches more than 8 million of DISH’s
approximately 14 million homes nationwide.
With the expansion of addressable inventory on the following
eight Latino networks, DISH Media Sales now offers addressable
advertising on approximately 100 networks:
- beIN SPORTS
- Discovery en Español
- ESPN Deportes
- FOX Deportes
- Galavisión
- Telemundo
- Telemundo West
- Univision Deportes
About DISH
DISH Network Corp. (NASDAQ:DISH), through its subsidiaries,
provides approximately 13.874 million pay-TV subscribers, as of
March 31, 2016, with the highest-quality programming and technology
with the most choices at the best value. DISH offers a high
definition line-up with more than 200 national HD channels, the
most international channels and award-winning HD and DVR
technology. DISH Network Corporation is a Fortune 250 company.
Visit www.dish.com.
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About DISH Media Sales
DISH Media Sales provides advertising sales for leading pay-TV
provider DISH Network L.L.C. and its over-the-top television
service Sling TV. Through DISH Media Sales’ viewer measurement
tools, innovative ad technology platforms and access to high-value
programming, advertisers are equipped to employ strategically
positioned, demographically-targeted buys to enhance the results of
their national and local media campaigns. DISH Media Sales is
headquartered in New York, with offices in Chicago, Denver and Los
Angeles. Visit www.dishmediasales.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20160517005472/en/
DISH Network Corp.Courtney Culpepper,
303-723-1861courtney.culpepper@dish.com@DISHNews
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