DISH signs up for local advertising collaboration

Michelle Clancy | 28-08-2013

DISH has signed on to NCC Media's collaborative I+ initiative which links cable, satellite and telco companies' local ad inventory. The two will combine ad impressions in more than three million additional DISH subscriber homes with those of NCC owners Comcast, Cox and Time Warner Cable in 25 of the largest US markets.

The arrangement is part of a decade-long effort by NCC and its owners to consolidate the advertising reach of all US MVPD's, and brings DISH to the local advertising market for the first time. DISH's newly developed targeted ad system will be integrated with existing local market cable advertising platforms, called 'interconnects', increasing an ad campaign's coverage. The platform is available to advertisers via NCC's sales force in 16 offices across the country, and to local marketers via the local interconnect sales teams of Comcast, Cox and Time Warner Cable.

"This partnership with NCC Media is an exciting new chapter, leveraging DISH's market-leading technology for delivering targeted television advertising," said Warren Schlichting, senior vice president of ad sales at DISH. "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."

DISH's addressable technology enables zone-targeted ads to be stored within DVR-enabled set-top boxes, allowing for the insertion of ads in local breaks across multiple cable networks. The DISH component of the existing I+ platform will be operational in late 2013.

"Our mission has always been to make our medium easier to buy, while reducing complexity for our ad agency partners," said NCC Media president and CEO Greg Schaefer. "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."