Nielsen represents alternative delivery sources, or technologies included in the alternate delivery sources, including satellite TV (C-band), DBS (KU-band), SMATV (master antennae) and MMDS (includes multichannel, multipoint and multipoint distribution service) as "ADS". There are approximately 51 million viewers, and these numbers are progressively trending up with great momentum.
The ADS increasing numbers is are so encouraging that they merited our consideration as a media plan option. There are a number of other reasons why we gave ADS priority in our TV media campaigns:
? Value of the ADS subscriber as a consumer target
? Segmentation options
? Ability to engage consumers via interactive platforms
Demographically, subscribers of ADS providers reflect important attributes to many advertisers. DISH Network, for example, sports 84 percent subscriber home ownership versus a 65 percent U.S. average with higher incomes.
More than 90 percent of subscribers come from the top 100 DMAs. This top 100 penetration success is apparent in the top 50 markets noted above and paints a more suburban rather than rural picture of the satellite subscriber.
Considering the penetration, demographic and geographic threads, one could make a psychographic assumption. Namely, ADS subscribers seem to be sophisticated.
Segmentation Options
Both DirecTV and DISH Network offer great breadth in channel offerings. DirecTV provides selection across 225 channels of sports, movies, family entertainment, music, pay-per-view, local and international programming. DISH Network offers more than 100 premium networks.
How do we proerly impact the desired market The answer is clustering. We cluster the channels with the top demographics. Our solution provides a focused, flexible, and fully customizable answer to our target profile.
We worked hard to find the No. 1 provider of foreign-language programming with dozens of international channels. This represents a tremedous diversified viewer base.
Interactive Platforms
The interactive platform provides viewers with a deeper level of product, service or promotional information about advertiser offerings, while providing advertisers with increased awareness, consumer feedback and hopefully local traffic or direct sales.
ITV and similar platforms give viewers the opportunity to request more information about an ad of interest at the moment it is airing, to reach out to advertisers to request additional information or even to facilitate immediate purchase. This is accomplished with graphic overlays that can be clicked. ITV offers a number of other applications, all customizable.
DISH Network has already worked with Sony Pictures, Mercedes-Benz and Dell using its interactive platforms. While specific performance data is not available, DISH has suggested that subscribers have devoted high viewing levels to interactive ads, and it appears that the clients are pleased enough with the results to continue with the programs.
More ADS Viewer Demographics
- 74% of viewers are between ages 25 - 54
- The median age is 44
- 23% of households generate over $100K +
- 75% of viewers are married
- 84% own a residence
Demographics
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