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- 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. 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 ™.
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ENGAGE. DELIVER. MEASURE.™ MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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
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ENGAGE. DELIVER. MEASURE.™ MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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
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ENGAGE. DELIVER. MEASURE.™ Page | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 5 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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
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ENGAGE. DELIVER. MEASURE.™ Page 6 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 8 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 9 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 0 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 11 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 12 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 13 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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
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ENGAGE. DELIVER. MEASURE.™ Page 4 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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. 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.
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ENGAGE. DELIVER. MEASURE.™ Page 6 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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™
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ENGAGE. DELIVER. MEASURE.™ Page 7 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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.
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ENGAGE. DELIVER. MEASURE.™ Page 8 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. THANK YOU
directvadsales.com
ENGAGE. DELIVER. MEASURE.™ Page 3 | MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.