0
directvadsales.com
                                          ©DIRECTV, Inc. DIRECTV and the Cyclone Design logo are regist...
ABOUT US
                             DIRECTV Ad Sales introduces and implements the most innovative ideas and technologie...
TABLE OF CONTENTS
                                 PROGRAMMING OPPORTUNITIES
                                   TARGETED C...
TARGETED CLUSTERS
                             DIRECTV 2009 General Entertainment Clusters – over 100 networks, segmented ...
Young Adult Cluster




                             Lifestyle Cluster




                             Kids Cluster



  ...
LIVE SPORTS
                             More live sporting events than any other network, with exclusive properties like ...
UNCUT AND COMMERCIAL FREE PROGRAMMING ON The 101® NETWORK
                             A channel exclusive to DIRECTV that...
THE NINE
                             Nine people learn they share a common bond that was forged when they lived through a...
ROCK  A HARD PLACE
                             The fun continues on The 0® Network with the rock and roll game show Rock ...
TELEVISION SERIES STUNTS
                             The 0® Network partners with major networks to showcase hit series t...
ENHANCED PROGRAMMING
                             Offering dedicated interactive options that merge groundbreaking technol...
NFL Standings
                             Current divisional and wild-card standings for the entire league.

            ...
PGA Championship
                             Experience the ultimate coverage of the PGA Championship 2009. Viewers can f...
DIRECT RESPONSE
                             Direct Response Advertising consists of two components, short form and long f...
08/09 SCHEDULES
                                       In Season                 Sponsorship Opportunity            In Sea...
SPORTS ADVERTISING
                             DIRECTV’s sports advertising platform features enhanced programming and ta...
NHL® CENTER ICE®
                             With NHL® CENTER ICE®, viewers can follow their favorite teams and players f...
DIRECTV Cinema
                             DIRECTV subscribers are heavy movie consumers and advertisers can now reach th...
STARSHIP
                             A Unique Media Platform




                                    One Of A Kind       ...
INTERACTIVE ADVERTISING
                             DIRECTV is the unrivaled innovator in interactive television and is e...
DYNAMIC AD UNIT
                             An advertiser owned channel which offers enhanced user interactivity designed...
OVERVIEW
                             DIRECTV represents over 8M of America’s most desirable television households. Offeri...
STATS
                             The Place For The Upscale Viewer                                        DIRECTV Subscri...
USAGE
                             DIRECTV viewers watch an average of 10% more television per week than viewers of cable ...
Female Cluster


                                 43%               Age 18-49      Home owned          HH Income 75K+ -150...
Lifestyle Cluster


                                 Men             Age 18-49      Home owned        HH Income 75K+ -150K...
TNS®DIRECTView™
                             DIRECTV and TNS Media Research team up to create the TNS® DIRECTView™ service...
COMMERCIAL COPY REQUIREMENTS - CLUSTERS  LIVE SPORTS

                             ACCEPTABLE FORMATS
                    ...
CONTACTS                      • Tape labels and slates at the head of each spot should include the following
             ...
CONTACT US

                             General Market                             Bob Riordan                           ...
THANK YOU



                                                                       directvadsales.com
ENGAGE. DELIVER. ME...
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Directv Media Kit 9.3.09

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  1. 1. directvadsales.com ©DIRECTV, Inc. DIRECTV and the Cyclone Design logo are registered trademarks of DIRECTV Inc. All other trademarks are the property of their respective owners. 08 Page | DIRECTV ADVERTISING SOLUTIONS ENGAGE. DELIVER. MEASURE.™ MEDIAKIT
  2. 2. ABOUT US DIRECTV Ad Sales introduces and implements the most innovative ideas and technologies in the field of Television Advertising. We are inspired by our deep commitment to the enrichment of viewer experience and growth of advertiser returns. By designing industry-defining interactive products such as Mix Channels and Dynamic Ad Units, and by expanding our unparalleled alliance of networks and partners, DIRECTV Ad Sales dynamically connects advertisers with their most passionate audiences nationwide. DIRECTV delivers quantifiable and actionable results. DIRECTV Ad Sales. ENGAGE. DELIVER. MEASURE ™. directvadsales.com ENGAGE. DELIVER. MEASURE.™ MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  3. 3. TABLE OF CONTENTS PROGRAMMING OPPORTUNITIES TARGETED CLUSTERS 4 LIVE SPORTS 6 The 0® NETWORK 7 ENHANCED PROGRAMMING DIRECT RESPONSE 4 2009 SCHEDULES 5 TARGETED SPONSORSHIPS SPORTS ADVERTISING 6 DIRECTV Cinema 8 STARSHIP 9 INTERACTIVE ADVERTISING DIRECTV ACTIVE™ 20 STATIC AD UNIT 20 DYNAMIC AD UNIT 2 RESEARCH OVERVIEW 22 STATS 23 USAGE 24 TNS® DIRECTView™ 27 COMMERCIAL COPY REQUIREMENTS 28 CONTACT US 30 directvadsales.com ENGAGE. DELIVER. MEASURE.™ MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  4. 4. TARGETED CLUSTERS DIRECTV 2009 General Entertainment Clusters – over 100 networks, segmented into 10 demographically targeted clusters, represent a national footprint with coverage in every major DMA. Measured by Nielsen, TNS and EDI capable. Sports Cluster Adult Cluster CMYK Male Cluster Female Cluster News Cluster directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  5. 5. Young Adult Cluster Lifestyle Cluster Kids Cluster *DIRECTV MÁS Cluster • CNN en Español • ESPN Deportes • History en Espanol • Sur Mexico • Discovery en Español • Fox Sports en Español • MEGATV • Sur Peru • Discovery Familia • Galavision • MUN2 • Telemundo East/West Regional Sports Cluster • CSN Bay Area • Fox Sports Southwest • Fox Sports Rocky Mountain • Madison Square Garden • Fox Sports South • New England Sports Network *DIRECTV MÁS is the ultimate television experience, offering full, premium programming packages in both Spanish and English. Subscribers have access to over 35 Spanish Language channels in addition to the 200+ English Channels that are available through DIRECTV. Commercial insertions are available on eleven Spanish Networks and are sold on a cluster level, which means that an advertiser buys a spot on the MÁS cluster and it then runs across all the networks that allow insertion within the cluster. The spots all run at approximately the same time in a road block fashion. Advertisers can not buy the individual networks within the cluster. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 5 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  6. 6. LIVE SPORTS More live sporting events than any other network, with exclusive properties like NFL SUNDAY TICKET™ and NCAA® MEGA MARCH MADNESS®. Q1 SPORTS Q2 SPORTS NASCAR® Sprint® Cup Series™ MLB NASCAR® Camping World® Series™ NASCAR® Sprint® Cup Series™ NASCAR® Nationwide® Series™ NASCAR® Camping World® Series™ NBA NASCAR® Nationwide® Series™ NCAA® BASKETBALL NBA NCAA BOWL GAMES NHL® NHL® PGA PGA THE MASTERS TENNIS TENNIS WINTER OLYMPICS ‘0 Q3 SPORTS Q4 SPORTS MLB NASCAR® Sprint® Cup Series™ NASCAR® Sprint® Cup Series™ NASCAR® Camping World® Series™ NASCAR® Camping World® Series™ NASCAR® Nationwide® Series™ NASCAR® Nationwide® Series™ NBA NCAA® FOOTBALL NCAA® FOOTBALL NFL NFL PGA NHL® SUMMER OLYMPICS ’2 TENNIS TENNIS directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 6 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  7. 7. UNCUT AND COMMERCIAL FREE PROGRAMMING ON The 101® NETWORK A channel exclusive to DIRECTV that represents a unique platform in advertising options. No other entertainment service provider, cable or satellite, provides its customers with a channel dedicated to broadcasting cutting-edge programming in Drama, Comedy, Music and Specials. Sponsorship opportunities include billboards, sweepstakes, vignettes and product placement interaction. DEADWOOD The town of Deadwood, South Dakota in the weeks following the Custer massacre is a lawless sinkhole of crime and corruption. Into this uncivilized outpost ride a disillusioned and bitter ex-lawman, Wild Bill Hickok, and Seth Bullock, a man hoping to find a new start for himself. Both men find themselves quickly on opposite sides of the legal and moral fence from Al Swearengen, saloon owner, hotel operator, and incipient boss of Deadwood. The lives of these three intertwine with many others, the high-minded and the low-lifes who populate Deadwood in 186. Image: Home Box Office SM, Deadwood ® and HBO® are service marks of Home Box Office, Inc. OZ Oz chronicles life inside an experimental cell block in the Oswald Maximum Security Correctional Facility: Level Four called Emerald City. Inmates struggle to fulfill their own needs. Some fight for power, others want money and others simply want to survive long enough to make parole or even to see tomorrow. The show gives a no-holds- barred account of prison life with all the plots, subplots and conflicts given context and explanation by the show’s wheelchair-bound narrator, Augustus Hill. Image: Home Box Office SM, Oz ® and HBO® are service marks of Home Box Office, Inc. SMITH From the multiple award-winning team of John Wells, Christopher Chulack and Brooke Kennedy comes a richly wrought portrait of the inner workings of a crew of career criminals. Brought to life by an ensemble cast of A-list film and television actors including Ray Liotta, Virginia Madsen and Simon Baker, “Smith” pushes the boundaries of crime drama by vividly humanizing the brilliant tacticians who plan and carry out multimillion-dollar robberies. DIRECTV premieres 4 never before seen episodes. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  8. 8. THE NINE Nine people learn they share a common bond that was forged when they lived through a 52-hour hostage standoff during a bank robbery that changed their lives forever. Each episode begins with a flashback that reveals another 0 minutes of the robbery, and uncovers why and how these nine strangers remain linked to each other. DIRECTV premieres 4 never before seen episodes. THE DAN PATRICK SHOW Syndicated sports talk radio host Dan Patrick will bring his irreverent wit and wry humor to DIRECTV’s The 0® Network with a new, innovative TV show based on his nationally syndicated weekday radio program. Premiere’s exclusively on The 0® Network August 3rd. TRAILER PARK BOYS Trailer Park Boys is a popular Canadian mockumentary television series focusing on the misadventures of a group of trailer park residents, some of whom are ex-convicts, living in fictional Sunnyvale Trailer Park, located in Halifax Regional Municipality, Nova Scotia. SUPREME COURT OF COMEDY Justice will be served with lots of laughs in DIRECTV’s original series, Supreme Court of Comedy. In this unscripted comedic twist on TV court reality shows, top comedians such as Jamie Kennedy, Paul Rodriguez, and Jon Lovitz represent real people with real disputes before “Chief Justice” Dom Irrera at the world famous Laugh Factory on Sunset Blvd. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 8 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  9. 9. ROCK A HARD PLACE The fun continues on The 0® Network with the rock and roll game show Rock A Hard Place. The program, pro- duced exclusively by DIRECTV original entertainment, is hosted by Meat Loaf and features teams of rock stars and music legends such as the Pussycat Dolls, Eddie Money, Bananarama, Tony Orlando, and Toto in a battle of wits to win big cash prizes for their favorite charities. DIRECTV HOMETOWN HEROES Half hour weekly series hosted by Joan Lunden, produced exclusively by DIRECTV original entertainment. These shows feature inspirational stories of exceptional acts of kindness, strength, and courage of unsung DIRECTV subscribers from all over the country, who make a difference in peoples’ lives and in their local communities everyday. DIRECTV CONCERT SERIES The 0® Network offers exclusive long-form concerts from today’s biggest artists such as No Doubt, Mötley Crüe, The Airborne Toxic Event, Ben Harper Relentless 7, Third Eye Blind, Josh Turner, Juliette Lewis and the New Romantiques, Shiny Toy Guns, Tina Turner and Beyonce, as well as hot up-and-coming performers from the best venues. EXCLUSIVE MUSIC FESTIVALS The 0® Network’s Exclusive Music Festivals have included Live Broadcast Farm Aid, and Live Broadcast SXSW Music Festival in Austin, Texas. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 9 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  10. 10. TELEVISION SERIES STUNTS The 0® Network partners with major networks to showcase hit series through special “sneak peek” and “televi- sion premiere” stunts. Featured series have included Showtime’s The Tudors and Californication, BBCA’s Robin Hood, AMC’s Mad Men, AE Network’s Ice Road Truckers, MTV Network’s South Park Imaginationland, National Geographic’s Dog Whisperer and World’s Toughest Fixes, and STARZ’s premiere of Crash. DIRECTV MOVIE SERIES The 0® Network also partners with major networks to showcase feature films and TV movies in HD. Featured HD films have included Sony’s Men in Black, I Know What You Did Last Summer, Donnie Brasco, The Professional, Fools Rush In, and Moscow on the Hudson. Other movies included STARZ Free Preview: Are We Done Yet? and The Game Plan, and HDNet Movies’ Enron: The Smart Guys in the Room, One Last Thing, The Lost City, and Surfwise. Image: Starz and related channels and service marks are the property of Starz Entertainment, LLC. The Game Plan © Disney Enterprises, Inc. All Rights Reserved. CELEBRITY BEACH BOWL The DIRECTV Celebrity Beach Bowl has quickly established itself as the most original and entertaining daytime event during Super Bowl weekend. This annual event pins professional athletes against celebrities in a football game, providing fresh content and incredible brand value to sponsors involved. The Beach Bowl begins with a pre-game show and wraps up with a concert after the game, with acts such as Fall Out Boy and Velvet Revolver. Sponsorship opportunities available. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 0 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  11. 11. ENHANCED PROGRAMMING Offering dedicated interactive options that merge groundbreaking technology with desirable entertainment applications. An interactive innovation that offers another valuable way to reach customers. • Sports Mix • NFL Standings • NASCAR HotPass™ Driver Channels • Australian Open Mix • News Mix • RED ZONE CHANNEL® • NCAA® MEGA MARCH MADNESS® Game Mix • Wimbledon Mix • NFL SUNDAY TICKET™ Game Mix • NFL SUNDAY TICKET™ Short Cuts • PGA Championship • Player Tracker and Alerts • NFL SUNDAY TICKET™ Online • US Open Tennis Mix • NFL Trivia • NFL SUNDAY TICKET™ Mobile • French Open Mix Sports Mix Offers instant, live access to up to eight screens of the best televised sports channels at one time including ESPN, ESPN NEWS, NBA TV, NFL Network, The Golf Channel, Outdoor Channel and Fuel TV. Advertiser now has the ability to “skin” and Brand the Mosaic Channel, which greatly enhances the value of sponsorship. Static Ad Units are accessed off the Mix Channels. News Mix Features an instant glimpse of breaking news, developing stories and daily coverage from the highest-rated news networks such as CNN, Headline News, CNBC, MSNBC, Fox News Channel and The Weather Channel. NFL SUNDAY TICKET™ Game Mix With up to 8 broadcasts on one screen, Interactive channel 702 offers viewers the ultimate NFL experience, as well as opportunities for advertisers to target their messaging. Available in HD. Player Tracker and Alerts Track up to 18 players on your fantasy team(s) with real-time individual and sponsored player ALERTS including a :05 display of the sponsor logo. Player Alerts appear across all NFL SUNDAY TICKET™ channels. NFL Trivia Ten challenging, funny questions to test viewers’ knowledge of each game. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 11 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  12. 12. NFL Standings Current divisional and wild-card standings for the entire league. RED ZONE CHANNEL® A sports desk show produced by DIRECTV showcasing the best plays and scores as they happen live on one channel. Customized features are available to air throughout the telecast as live-game action jumps from game to game without missing a play. NFL SUNDAY TICKET™ Short Cuts Commercial-Free recap of every Sunday afternoon game, reduced to 30 minutes or less. Sunday night – Tuesday night, channels 704 and 705, in HD on channels 704-1 and 705-1. Available for sponsorship. NFL SUNDAY TICKET™ Online NFL SUNDAY TICKET™ games stream live on a PC. Watch the Sunday 1:00 and 4:00 PM ET games NFL games live on-line. Includes a selectable banner which links to a sponsor’s website and is displayed during all Sunday games. NFL SUNDAY TICKET™ Mobile All NFL SUNDAY TICKET™ Sunday games stream live on the iPhone, Windows Mobile device or Blackberry. Includes a banner that each viewer sees while they load the app on their phone. NASCAR HotPass™ Driver Channels Four dedicated driver channels broadcast in HD with exclusive access and behind the scenes footage on pit road. Also includes in-car cameras. NCAA® MEGA MARCH MADNESS® Game Mix The ultimate NCAA® MEGA MARCH MADNESS® viewing experience only on DIRECTV! A total of 56 games will air across the first round, second round and the sweet 16. Mix channel includes on-screen real time scores and summaries at the push of a button. Interactive opportunities available. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 12 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  13. 13. PGA Championship Experience the ultimate coverage of the PGA Championship 2009. Viewers can follow their favorite players with the PGA mix channel that offers 4 major golf championships hosted by the PGA. See network coverage of storied competition from CBS and TNT plus three ad- ditional full-screen channels. Viewers can catch all the action in crystal clear HD and keep tabs on all the top golfers with an interactive leaderboard. A range of interactive features are specifically designed to enhance your enjoyment of the PGA Championships: see current scores of Top 5 players or expand list to see a full leaderboard. Access any golfer’s hole-by-hole stats with the scorecard. Plus, viewers can go back through time with a complete list of past champions-or test their knowledge with PGA Championship Trivia Quiz. US Open Tennis Mix DIRECTV customers get access to more early round matches, statistics and information on demand, and the ability to view up to five matches simultaneously on the US Open Mix channel, with live onscreen scoring of all the matches. Each match is viewable full screen, providing up to 300 hours of tournament coverage that includes more than 100 additional matches. With US Open Interactive on DIRECTV, viewers can take their US Open experience to a new level. French Open Mix DIRECTV takes tennis to another level with the French Open Mix channel. Viewers have the ability to watch up to six live matches at any given time, with live onscreen scoring of all the matches. Each match is viewable full screen, providing up to 350 hours of tournament coverage and more than 100 matches. The French Open Interactive is a must-have when watching one of the most prestigious tourna- ments in tennis. Australian Open Mix DIRECTV’s Interactive services offers access to the most live Grand Slam season matches—all in razor-sharp HD. With the Mix channels, you can watch six matches simultaneously on miniscreens and use your interactive remote to hear live audio from the match of your choosing. With a single click, any one of the six matches can be enlarged on the full-screen Court Channel. Wimbledon Mix DIRECTV’s Interactive services offers access to the most live Grand Slam season matches—all in razor-sharp HD. With the Mix channels, you can watch six matches simultaneously on miniscreens and use your interactive remote to hear live audio from the match of your choosing. With a single click, any one of the six matches can be enlarged on the full-screen Court Channel. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 13 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  14. 14. DIRECT RESPONSE Direct Response Advertising consists of two components, short form and long form. Short form units range from :5 to :60 seconds in length. Long Form units are 30 minutes in length. All Direct Response ads need to have a method of response; either an 800 number and/or a web address. Short Form and Long Form Direct Response DIRECTV is the destination for Short Form and Long Form Advertising Sales. There are many options for short form agencies and advertisers. These include our 0 de- mographically targeted clusters, live sporting events, Regional Sports and interactive advertising. We accept :5, :30, and :60 second units on all clusters and live sports. Our Long Form Advertising Sales opportunities consist of twenty one channels that are dedicated to infomercials, live shopping and programming which can be viewed in all DIRECTV residential households. Time is sold in blocks ranging from a ½ hour to a full 24/7 branded channel. Packages can be customized based on a clients needs. For more information, please contact the following: Short Form Erin Cohen 30-964-040 ecohen@directv.com Long Form James Vargas 22-205-0609 jvargas@directv.com directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 4 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  15. 15. 08/09 SCHEDULES In Season Sponsorship Opportunity In Season and Sponsorship Opportunity 2009 Q3 Q1 Q4 Q2 Q3Q1 Q4 Q2 SPORTS ADVERTISING JUL JAN AUG FEB SEP MAR OCT APR NOV MAY DEC JUN JAN JUL FEB AUG MAR SEP OCT APR NOV JUN MAY DEC FOOTBALL SPORTS ADVERTISING NFL SUNDAY TICKET™ SCHEDULES FOOTBALL MONDAY NIGHT FOOTBALL NFL SUNDAY TICKET™ NFL NETWORK MONDAY NIGHT FOOTBALL ESPN GAMEPLAN NFL NETWORK NCAA BOWL GAMES ESPN GAMEPLAN Calendar of NASCAR COLLEGE BOWL WEEK NASCAR HotPass™ DRIVER CHANNELS ® NASCAR NASCAR SPRINT® CUP SERIES™ Annual NASCAR HOTPASS™ NASCAR® NATIONWIDE® SERIES™ NASCAR® SPRINT® CUP SERIES™ NASCAR® CAMPING WORLD® SERIES™ Programming NASCAR® NATIONWIDE® SERIES™ GOLF CRAFTSMAN® TRUCK NASCAR® US OPEN GOLF SERIES™ GOLF PGA US OPEN GOLF BRITISH OPEN PGA TENNIS RYDER CUP US OPEN BRITISH OPEN FRENCH OPEN TENNIS WIMBLEDON US OPEN AUSTRALIAN OPEN FRENCH OPEN BASKETBALL WIMBLEDON NCAA® MEGA MARCH MADNESS® BASKETBALL ESPN FULL COURT NCAA MEGA MARCH MADNESS™ COLLEGE®BASKETBALL CHAMPIONSHIP WEEK ESPN PLAY OFFS NBA FULL COURT CHAMPIONSHIP WEEK BASEBALL MLB NBA PLAY OFFS MLB EXTRA INNINGS® BASEBALL MLB NETWORK MLB MLB PLAY OFFS MLB EXTRA INNINGS® HOCKEY MLB PLAY OFFS NHL® HOCKEY NHL® CENTER ICE® NHL® ALL SPORTS NHL® CENTER ICE® BIG 10 NETWORK ALL SPORTS SPORTS MIX BIG 10 NETWORK ORIGINAL ENTERTAINMENT SPORTS MIX JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC THE 101® NETWORK ORIGINAL ENTERTAINMENT JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN THE DAN PATRICK SHOW THE 101 NETWORK ROCK A HARD PLACE ROCK A HARD PLACE DIRECTV CONCERT SERIES FRIDAY NIGHT LIGHTS SUPREME COURT OF COMEDY FRIDAY NGHT LIGHTS CALL-IN HOMETOWN HEROES DIRECTV CONCERT SERIES WONDERLAND SUPREME COURT OF COMEDY TELEVISION SERIES STUNTS HOMETOWN HEROES TRAILER PARK BOYS CGS EXCLUSIVE MUSIC FESTIVALS STUNTS CELEBRITY BEACH BOWL HAVOC ENHANCED PROGRAMMING JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC ENHANCED PROGRAMMING JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN FOOTBALL FOOTBALL NFL GAME MIX NFL GAME MIX SUPERCAST SUPERCAST PLAYER TRACKER PLAYER TRACKER SHORTCUTS SHORTCUTS RED ZONE CHANNEL® RED ZONE CHANNEL® NFL STANDINGS NFL STANDINGS NFL TRIVIA NFL TRIVIA SUPERFAN SUPERFAN NASCAR NASCAR NASCAR HotPass™ DRIVER CHANNELS HotPass DRIVER CHANNEL GOLF GOLF US OPEN GOLF MIX US OPEN GOLF MIX PGA CHAMPIONSHIP MIX PGA CHAMPIONSHIP THE MASTERS MIX THE MASTERS BRITISH OPEN MIX TENNIS TENNIS Page 5 | US OPEN TENNIS MIX US OPEN TENNIS MIX FRENCH OPEN MIX FRENCH OPEN MIX WIMBLEDON WIMBLEDON MIX BASKETBALL AUSTRALIAN OPEN MIX NCAA® MEGA MARCH MADNESS™ GAME MIX BASKETBALL BASEBALL NCAA® MEGA MARCH MADNESS® GAME MIX MLB GAME MIX BASEBALL MLB GAME MIX STRIKE ZONE CHANNEL GENERAL ENTERTAINMENT GENERAL ENTERTAINMENT JUL JAN AUG FEB SEP MAR OCT APR NOV MAY DEC JUN JAN JUL FEB AUG MAR SEP OCT APR NOV JUN MAY DEC NEWS MIX NEWS MIX MALTIN MINUTE MALTIN MINUTE STARSHIP STARSHIP Schedule subject to change. - 6 - directvadsales.com MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  16. 16. SPORTS ADVERTISING DIRECTV’s sports advertising platform features enhanced programming and targeted sponsorship opportunities. We’ll make sure that your message is broadcast loud and clear. We invite you to check out some of our branded campaigns. NFL SUNDAY TICKET™ [Exclusive] The NFL SUNDAY TICKET™ afforded DIRECTV the uncontested lead in sports programming over cable. Loyal subscribers and Fantasy Football players score more with a subscription to NFL SUNDAY TICKET™ SuperFan®. SuperFan® includes the Game Mix channel with up to eight games on one screen.* RED ZONE CHANNEL® (hottest plays, shown live on channel 703), HD games, Short Cuts (abridged game replays viewed in 30 minutes or less), SUPERCAST, and Mobile. NASCAR HotPass™ Four dedicated driver channels broadcast in HD with exclusive access and behind the scenes footage on pit road. Also includes in-car cameras. NCAA® MEGA MARCH MADNESS® [Exclusive] Viewers can access up to 64 live games of the NCAA Division Men’s tournament. With the NCAA® MEGA MARCH MADNESS® package, subscribers receive up to 37 games from outside of their region from the st three rounds. Combine that with the coverage from CBS and ESPN and you get the excitement of up to 64 games, all in HD. Advertising sold in the first three rounds of action, totaling 56 games. Game Mix allows viewers to catch the excitement and edge-of-your-seat action of up to four games on one screen. With the Interactive Bracket, viewers can pick favorites and track their progress. Real-Time Updates provide scores on other games without missing the action of the game that viewers are tuned into. MLB EXTRA INNINGS® Viewers can follow their favorite team no matter where they live with up to 80 out-of-market games a week. Game Mix allows viewers to see up to eight games on one screen or select any one of them to see full screen action. Number of games varies by market. Blackout restrictions and other conditions apply to all sports programming. *For full Mix Channel and interactive functionality, a D0 (or later) model interactive DIRECTV receiver is required. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 6 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  17. 17. NHL® CENTER ICE® With NHL® CENTER ICE®, viewers can follow their favorite teams and players from outside their local area, no mat- ter where they live! Up to 40 exciting games each week, including up to 20 games a week in blazing HD, plus dual feeds (choose between home and away broadcasts) when available, as well as select Stanley Cup playoff games. NHL® CENTER ICE® also gives access to the NHL Network™, a 24-hour all-access pass to the most comprehen- sive hockey coverage, both on and off the ice. NHL® CENTER ICE® is the ticket to the best ice action on TV! TENNIS GRAND SLAM EVENTS DIRECTV is your ticket to scoring a courtside seat. DIRECTV’s Interactive services offers access to the most live Grand Slam season matches—all in razor-sharp HD. With the Mix channels, you can watch six matches simul- taneously on mini-screens and use your interactive remote to hear live audio from the match of your choosing. With a single click, any one of the six matches can be enlarged on the full-screen Court Channel. “Match Guide” provides you with live scoring from matches in progress plus the ability to tune directly to the match you want by selecting it with your remote. “Recent Results” offers a real-time view of completed, in-progress and upcom- ing singles matches from the current and prior day. Finally, the “Men’s Draw” and “Women’s Draw” interactive features show how players are progressing throughout the tournament. GOLF GRAND SLAM EVENTS Experience the ultimate coverage of the 2009 Golf Grand Slam Events. Viewers can follow their favorite players with the mix channels that offer 4 major golf championships hosted by the PGA. See network coverage of storied competition plus three additional full-screen channels. Viewers can catch all the action in crystal clear HD and keep tabs on all the top golfers with an interactive leaderboard. A range of interactive features are specifically designed to enhance your enjoyment of the Grand Slam events: see current scores of Top 5 players or expand ADDITIONAL SPORTS OFFERINGS • MLB • NASCAR® Sprint® Series™ • MLB Play-offs • NASCAR® Camping World® Series™ • MLB Network • NHL® • Monday Night Football • Big 0 Network • NCAA Bowl Games • ESPN GamePlan • College Basketball Championship Week • ESPN FULL COURT • NFL Network • Ryder Cup • NASCAR® Nationwide® Series™ directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 7 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  18. 18. DIRECTV Cinema DIRECTV subscribers are heavy movie consumers and advertisers can now reach them in the most natural and uncluttered environment. MALTIN MINUTE Renowned film critic, Leonard Maltin, hand selects and reviews new pay-per-view films each month. This Maltin Minute airs directly prior to the pay-per-view film ( to 2 minutes long). Leonard Maltin also hosts a minute segment where he thanks the viewers for choosing pay-per-view and informs them how to order. Either the Maltin Minute or the Maltin How-To-Order segment will air directly prior to each pay-per-view film. With the Maltin Minute Sponsorship, one exclusive theatrical :30 commercial or full trailer (up to 2:30 minutes) will be placed in front of the Maltin segment at the start time of EVERY available pay-per-view film. The full trailer will also be readily accessible to viewers through our DVRs under the Top Movies. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 8 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  19. 19. STARSHIP A Unique Media Platform One Of A Kind Real Time Action First airship in North America and currently the only one 30’ x 70’ screen can also display live video action, concerts, in the world with (2,00sf) LED screen. highlights, scoreboards, promotions, interviews, etc. Dynamic Exposure Impossible To Miss Capable of displaying full motion, full color TV quality Reach large, captive, target audiences with “impossible- video day or night. to-miss” video marketing platform at highly affordable rates. Built Like No Other 30 feet longer and 40% larger in volume (Helium content) High Profile than the Goodyear Blimp. Deliver high-profile brand messaging directly overhead passionate sports fans in fun environment. Live Event Coverage HD Aerial Camera System provides live coverage of major Custom All The Way sporting events. Flexibility to customize promotions by region, by sport and day of the week. See website for an up-to-date schedule. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 9 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  20. 20. INTERACTIVE ADVERTISING DIRECTV is the unrivaled innovator in interactive television and is excited to offer a suite of Emmy® Award winning interactive advertising opportunities. Our interactive platform offers advertisers across all major categories the ability to engage consumers, deliver impactful messaging and obtain measurable results. Receive complete metrics reporting including zip code leads after content airs. Since 2005, our business has grown from three original partners and is now executing campaigns for over forty brands. DIRECTV ACTIVE™ Accessed by selecting the ACTIVE button on remote control. DIRECTV ACTIVE is the in- teractive homepage for DIRECTV subscribers. Available in over 4 million households and since its re-launch in 2008, the new DIRECTV ACTIVE™ has had over 83 Million total impressions • Features local weather, What’s Hot on DIRECTV, lottery results, customer support • Recently redesigned for a better interactive user experience • Static and Dynamic Ad Units exclusively showcased • Averages 2.7 Million unique HH visits and .5 Million total impressions each month STATIC AD UNIT Offers a basic and simple level of user interactivity designed to make immediate impact on the viewer. Ideal for call to action messages, one-touch RFI/Lead generation and direct “tune-to” functionality. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 20 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  21. 21. DYNAMIC AD UNIT An advertiser owned channel which offers enhanced user interactivity designed around advertiser long-form video content. An entertaining and enriched advertising venue where consumers are able to interact and spend time with branded video content. The Interactive Advertising Channel has 3 entry-points. INTERACTIVE ADVERTISING CHANNEL The Interactive Advertising Channel is a 24/7 advertiser-owned interactive channel. Viewers can access this channel through a :30 commercial, DIRECTV ACTIVE™, or the EPG. With this exclusive sponsorship, DIRECTV heavily promotes the ad message by driving viewers to the Interactive Advertising Channel through multiple entry points. :30 Cross Channel Media Call to action messaging embedded within an advertiser’s :30 spot can prompt viewers to directly tune to the Interactive Advertising Channel. DIRECTV ACTIVE™ Accessed by clicking on video banner on the DIRECTV ACTIVE™ channel. EPG Access The Interactive Advertising Channel is a linear channel available to all DIRECTV subscribers. The channel can be accessed via scroll over while channel surfing using Electronic Program Guide. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 2 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  22. 22. OVERVIEW DIRECTV represents over 8M of America’s most desirable television households. Offering the most unique advertising sales opportunities, DIRECTV delivers televisions most consistent, loyal and heavy viewer. DIRECTV SUBSCRIBER OVERVIEW • Affluent Households • Professional/Managerial • Tech Savvy • Early Adopters • Demand Superior Television Viewing Experience DIRECTV Ad Sales, the advertising sales division of DIRECTV, helps put the pow- er of HD satellite television to use for national advertisers. We are focused on moving the industry forward in advanced technologies and innovative products to reach audiences most effectively and efficiently. Headquartered in El Segundo, CA, DIRECTV has national reach through more than 00 entertainment networks and sold in 0 demographically targeted clusters, including exclusive sporting events. We are EDI capable and measured by Nielsen. DIRECTV represents a national footprint with coverage in each DMA that approximates the percentage distribution, by region, of broadcast television. DIRECTV delivers the most opportunities to advertise your product on television. DIRECTV’s goal is to make HD satellite advertising easy to buy. DIRECTV provides effective integrated advertising applications that only HD satellite television can offer. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 22 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  23. 23. STATS The Place For The Upscale Viewer DIRECTV Subscriber Profile: County Size/Region/HH Income Median Household Income $52,660 County Size A/B County 63% Median Head of Household Age 40.5 C/D County 37% Audience Composition 52% (M) 48% (F) Region Northeast 2% Own Home Index 22 South 44% Household Resides In A/B Counties 63% Midwest 20% West 24% DIRECTV P25-54 Subscribers HH Income Own a home worth $500k+ 5% more likely HHI of $60K+ 56% Owner-partner of their business (Head of Household) 30% more likely HHI of $75K-$49,999K 30% Self-employed in Professional/Managerial Jobs 36% more likely DIRECTV Subscriber Profile: Age/Race/Status Male/Female Skew 52% (M) 48% (F) Age Composition Age 25-34 7% Age 35-44 24% Age 45-54 20% Race Caucasian 79% African Am. % Asian 2% Other 8% Marital Status 7% more likely to be married compared to cable subscribers (29 vs. 2) Source: Fall Study MRI 2008 Base: 8+ directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 23 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  24. 24. USAGE DIRECTV viewers watch an average of 10% more television per week than viewers of cable with 53% of our audience between the ages of 18-44. Sports Cluster Men Age 18-49 Home owned HH Income 75K+ -150K 73% 65% 81% 48% Women Age 25-54 College Degree Median Age/Income 27% 62% 25% 48/$57,375 Age 18-34 Children/any HH Income 150K+ 14% 28% 45% Adult Cluster CMYK Men Age 18-49 Home owned HH Income 75K+ -150K 51% 64% 79% 38% Women Age 25-54 College Degree Median Age/Income 49% 62% 23% 47/$48, 000 Age 18-34 Children/any HH Income 150K+ 29% 46% 9% Male Cluster Men Men Age 18-49 Home owned HH Income 75K+ -150K 56% 65% 79% 40% Women Age 25-54 College Degree Median Age/Income 44% 63% 23% 45/$50, 273 Age 18-34 Children/any HH Income 150K+ 29% 46% 9% Source: MRI 2008 Doublebase: Base 18+ % Composition directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 24 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  25. 25. Female Cluster 43% Age 18-49 Home owned HH Income 75K+ -150K Women 65% 80% 37% 57% Age 25-54 College Degree Median Age/Income Age 18-34 64% 2% 44/$55,083 28% Children/any HH Income 150K+ 46% 8% News Cluster Men Age 18-49 Home owned HH Income 75K+ -150K 53% 59% 82% 40% Women Age 25-54 College Degree Median Age/Income 47% 60% 23% 59/$53,833 Age 18-34 Children/any HH Income 150K+ 29% 43% 0% Young Adult Cluster Men Age 18-49 Home owned HH Income: 75K+ -150K 56% 86% 67% 35% Women Age 25-54 College Degree Median Age/Income 44% 68% 7% 22/$55,000 Age 18-34 Children/any HH: Income 150K + 52% 58% 8% Source: MRI 2008 Doublebase: Base 8+ % Composition directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 25 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  26. 26. Lifestyle Cluster Men Age 18-49 Home owned HH Income 75K+ -150K 46% 6% 8% 39% Women Age 25-54 College Degree Median Age/Income 54% 62% 23% 49/$53, 74 Age 18-34 Children/any HH Income 150K+ 25% 43% 9% Kids Cluster Men Age 18-49 Home owned HH Income 75K+ -150K 45% 79% 73% 33% Women Age 25-54 College Degree Median Age/Income 55% 72% 7% 0/$53,000 Age 18-34 Children/any HH Income 150K+ 39% 67% 6% Source: MRI 2008 Doublebase: Base 8+ % Composition directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 26 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  27. 27. TNS®DIRECTView™ DIRECTV and TNS Media Research team up to create the TNS® DIRECTView™ service, a national opt-in audience measurement panel of 00,000 DIRECTV subscribers - the largest US national audience measurement panel ever. This system, which measures the total viewing, including the live and time- shifted (DVR) viewing of programs and commercials at a second-by-second interval, offers advertisers and programming partners an unparalleled level of measurement accuracy and accountability when partnering with DIRECTV. For more information or questions on TNS® DIRECTView™ service, please contact: DIRECTV TNS Media Research Jennifer Klein Bud Breheney 22.205.0638 22.99.6080 jklein@directv.com bud.breheney@tns-mr.com directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 27 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  28. 28. COMMERCIAL COPY REQUIREMENTS - CLUSTERS LIVE SPORTS ACCEPTABLE FORMATS • DIRECTV can receive SD and HD spots electronically via DG FastChannel. Our SD system code is DIRLA-NB. Our HD system code is DTVHD-NB • For tapes, BetaCam SP or Digital Betacam Format are required. SD specifica- tions are outlined on the next page. NOTE: “HD” COPY IS THE PREFERRED FOR ANY AND/OR ALL HD AIRINGS. HD SPECIFICATIONS ARE OUTLINED ON THE NEXT PAGE OTHER INSTRUCTIONS APPLIED TO DIRECTV • Traffic instructions should be faxed to Ad Sales Traffic at (30) 964-3023 or emailed to adsalestraffic@directv.com no later than 7 days prior to the week of air • Copy must be received no later than 7 days prior to the week of air! IF TAPE DELIVERY PLEASE BE SURE TO INDICATE “AM” DELIVERY NOTE: SHOULD TAPES ARRIVE MORE THAN 30 DAYS PRIOR TO THE ACTUAL AIRDATE, THE TAPE WILL BE DESTROYED AND A NEW TAPE WILL BE REQUIRED FOR YOUR ORDER YOUR CHECKLIST • DIRECTV and any of its trademarks should not be used (verbally, visually, or in . Please contact your courier to confirm written form) within the content of the commercial tape delivery. • Screeners should be sent via link to the appropriate sales person and copy Susan Kim at shkim@directv.com. If it is a VHS or DVD screener, please send to: 2. All traffic-instruction/tape issues should Susan Kim be addressed to contacts on the following DIRECTV page. 2230 E. Imperial Hwy., LA/N395 El Segundo, CA 90245 3 . Only one () copy of the commercial (extras are destroyed immediately) should be sent to: LABC Media Library 2800 Culver Boulevard Los Angeles, CA 90066 (30) 964-854 directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 28 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  29. 29. CONTACTS • Tape labels and slates at the head of each spot should include the following information: Client, ISCI, title, length, date, audio information, closed caption- Matt Doucette ing (if any), any other identifying information. In addition, please include the General Traffic 800# on all infomercial labels mjdoucette@directv.com (30) 964-647 • Run sheet included in the tape box identifying the actual spots on the tape Paris TECHNICAL SPECIFICATIONS General Traffic paris@directv.com TAPES – Standard Definition (30) 964-5597 One Copy per Spot. Digi-beta or Beta SP standardtape, with ascending and con- tinuous drop frame time code. No multi-reel tapes will be accepted. All spots Tony Flores must have bars and tones at the head of each tape along with video slates and at Tape Issues/General Traffic least 30 seconds of post-roll. Exterior labels must match the video slates tbflores@directv.com • All tapes must be in NTSC with a 29.97 field rate (30) 964-636 • Aspect ratio – 4:3 full frame. If “letterboxed” version is provided, there must be Eric Figueroa black at the top and bottom with the picture centered vertically. Anamorphic Sports Traffic video will not be accepted jefigueroa@directv.com • Closed Caption data should be on Line 2 (30) 964-4628 • Commercial audio must be either Stereo (Ch Left, Ch 2 Right) or dual-channel mono Mia Crawford Infomercial Issues TAPES – High Definition mcrawford@directv.com One Copy per Spot. D5 standard tape, with ascending and continuous drop frame (30) 964-486 time code. No multi-reel tapes will be accepted. All spots must have bars and Robin Davis tones at the head of each tape along with video slates and at least 30 seconds General Traffic of post-roll. Exterior labels must match the video slates radavis@directv.com • All tapes must be in 080i with a 59.94-field rate (30) 964-4805 • Aspect ratio – .78 Full Frame preferred • Closed Caption Ancillary data should be on Line 9 • Record the tape in 4-channel mode • Commercial audio must be either Stereo (Ch L, Ch 2 R) or Dolby 5. plus Stereo (Ch L, Ch 2 R, Ch 3 C, Ch 4 LFE, Ch 5 Ls, Ch 6 Rs, Ch 7 Lt, Ch 8 Rt) • Tapes sent in HD format will only air in DIRECTV HD originated events. If required, a separate Digi-Beta tape in SD format must also be delivered. DIRECTV will not down convert HD material to air on SD program services Any questions regarding HD requirements should be directed to: Brian Timm, LABC Media Prep Department (30) 964-8539. directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 29 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  30. 30. CONTACT US General Market Bob Riordan rjriordan@directv.com 22-205-0600 Sports Offerings Kent Atherton rkatherton@directv.com 22-205-0604 Direct Response Heather Curatolo hjcuratolo@directv.com 22-205-0603 Spanish Language Estrella Pavez epavez@directv.com 22-205-063 Sponsorships Rich Forester rtforester@directv.com 22-205-0602 Research Jennifer Klein jlklein@directv.com 22-205-0638 Advanced Services Keith Kazerman ktkazerman@directv.com 22-205-0605 Original Programming Erin Daley eldaley@directv.com 30-964-044 V.P. West Coast Sales J.C. Kawalec jckawalec@directv.com 30-964-5792 V.P. Midwest Region Sales Steve Fish sfish@directv.com 32-923-470 Political Advertising Noelle Morabito ncmorabito@directv.com 22-205-0633 High Definition Alison Pascola apascola@directv.com 30-964-4746 For Customer Services issues please go to www.directv.com and click on customer service link at the bottom of the page. El Segundo Headquarters New York Sales Office Chicago Sales Office 2230 E. Imperial Highway One Rockefeller Plaza 5th Floor 444 North Michigan Ave Suite 970 El Segundo, CA 90245 New York, NY 0022 Chicago, IL 606 directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 30 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
  31. 31. THANK YOU directvadsales.com ENGAGE. DELIVER. MEASURE.™ Page 3 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
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