DIRECTV | Advertising Sales

Research

We are committed to give your audience the best television experience available. Our research studies examine consumer trends and practices by cluster in a variety of categories, including: auto, packaged goods, finance, and entertainment industries.

Overview

DIRECTV represents over 18M of America's most desirable television households. Offering the most unique advertising sales opportunities, DIRECTV delivers television’s 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 power 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 with offices in Chicago and New York, DIRECTV has national reach through more than 100 entertainment networks and sold in 9 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.

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Stats

The Place for the Upscale Viewer

Median Household Income

$52,660

Median Head of Household

Age 40.5

Audience Composition

51% (M) & 49% (F)

Own Home Index

117

Household Resides In A/B Counties

66%

DIRECTV P25-54 Subscribers

18% more likely to own a home worth $500k+

30% more likely to be the owner-partner of their business

24% more likely to be self-employed in Professional/Managerial Jobs

DIRECTV Subscriber Profile: Age/Race/Status

Age Composition

A25-34 17%

A35-44 23%

A45-54 20%

Race

Caucasian 79%

African Am. 10%

Asian 3%

Other 9%

Marital Stats

The DIRECTV A25-54 Subscriber is 20% more likely to

be married compared to cable subscribers (118 vs. 98)

DIRECTV Subscriber Profile: County Size/Region/HH Income

County Size

A/B County 66%

C/D County 34%

Region

Northeast 12%

South 43%

Midwest 19%

West 25%

HH Income

57% of DIRECTV’s audience has a HHI of $60K+

44% of DIRECTV’s audience has a HHI of $75K-$149,999K

14% of DIRECTV’s audience has a HHI of $150K+

Source: Spring Study MRI 2009

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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.

Profiles

(Audience composition measured in %)

Adult Cluster

Men
53%
Women
47%
Age 18-34
29%
Age 18-49
65%
Age 25-54
62%
Children/any
46%
Home owned
80%
College Degree
25%
HH Income/150K+
13%
HH Income 75K+-150K
43%
Median Age/Income
47/$45,000

Female Cluster

Men
43%
Women
57%
Age 18-34
31%
Age 18-49
65%
Age 25-54
62%
Children/any
46%
Home owned
79%
College Degree
24%
HH Income/150K+
12%
HH Income 75K+-150K
42%
Median Age/Income
44/$55,083

Kids Cluster

Men
46%
Women
54%
Age 18-34
45%
Age 18-49
81%
Age 25-54
68%
Children/any
67%
Home owned
74%
College Degree
21%
HH Income/150K+
11%
HH Income 75K+-150K
40%
Median Age/Income
10/$48,000

Lifestyle Cluster

Men
47%
Women
53%
Age 18-34
26%
Age 18-49
61%
Age 25-54
61%
Children/any
43%
Home owned
83%
College Degree
25%
HH Income/150K+
13%
HH Income 75K+-150K
43%
Median Age/Income
48/$51,571

Male Cluster

Men
56%
Women
44%
Age 18-34
30%
Age 18-49
65%
Age 25-54
61%
Children/any
46%
Home owned
80%
College Degree
24%
HH Income/150K+
14%
HH Income 75K+-150K
45%
Median Age/Income
44/$50,273

News Cluster

Men
53%
Women
47%
Age 18-34
23%
Age 18-49
59%
Age 25-54
60%
Children/any
43%
Home owned
82%
College Degree
27%
HH Income/150K+
14%
HH Income 75K+-150K
45%
Median Age/Income
60/$54,667

Sports Cluster

Men
71%
Women
29%
Age 18-34
30%
Age 18-49
65%
Age 25-54
61%
Children/any
44%
Home owned
81%
College Degree
26%
HH Income/150K+
15%
HH Income 75K+-150K
48%
Median Age/Income
46/$58,000

Young Adult Cluster

Men
51%
Women
49%
Age 18-34
55%
Age 18-49
86%
Age 25-54
64%
Children/any
59%
Home owned
68%
College Degree
19%
HH Income/150K+
12%
HH Income 75K+-150K
40%
Median Age/Income
24/$47,000

Source: MRI 2008 Doublebase: Base 18+ % Composition

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Kantar Media DIRECTView™

The largest US national audience measurement panel ever.

DIRECTV and Kantar Media team up to create The Kantar Media DIRECTView™ service, a national opt-in audience measurement panel of 100,000 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 Kantar Media DIRECTView™ service please contact:

DIRECTV: Jennifer Klein 212.205.0638 Jklein@directv.com

Kantar Media Research: Bud Breheney 212.991.6080 Bud.Breheney@kantarmedia.com

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NFL Stats

NFL SUNDAY TICKET™ Subscriber Profile

GENDER

71% Male
29% Female

INCOME

50.2%                   $75,00+
24.6%                   $50,000-$74,999
17%                   $25,000-$49,999
8.2%                  less than $25,000
14%                  unknown

MARITAL STATUS (% Comp)

Married: 72%
Single: 28%
Other: 12%

HOME OWNERSHIP (% Comp)

Owner: 83%
Renter: 29%

EDUCATION (Index to DIRECTV base)

Completed College: 148
Grad School: 146

Source: DIRECTV Business Intelligence, 2010 Year to Date

BEST SEASON FOR MNF ON DIRECTV IN FOUR YEARS

Source: Nielsen Media Research (Live)
MNF Seasons 2009 & 2008
DIRECTV Universe

MNF ON DIRECTV GROWS DOUBLE DIGITS DURING THE 2009 SEASON

Source: Nielsen Media Research (Live)
MNF Seasons 2009 & 2008
DIRECTV Universe

VS. Cable Prime, MNF on DIRECTV is #5 Among M25-54


Rank	Network	Program	M25-54 (000)s
1	ESPN	NFL REGULAR SEASON	5,146
2	NFL	NFL REGULAR SEASON GAME	2,003
3	ESPN	COLL FTBALL-THUR NIGHT	1,563
4	USA	WWE ENTERTAINMENT	1,420
5	ESPN	NFL (DIRECTV)	1,097
6	ESPN	COLL FTBALL-BOWL GAME	994
7	ESPN	COLL FTBALL-FRI PRIME	958
8	SPIKE	UFC FIGHT NIGHT LIVE	954
9	TNT	SHOOTER	838
10	ESPN	COLL FTBALL-SAT PRIME	783
11	USA	WHITE COLLAR	718
12	SPIKE	THE ULTIMATE FIGHTER	704
13	TNT	MEN OF A CERTAIN AGE	696
14	USA	PSYCH	633
15	ESPN	NBA REGULAR SEASON FRI	625
16	USA	MONK	619
17	USA	NCIS	614
18	TNT	WAR OF THE WORLDS	613
19	ESPN	COLL BASK REGLR SEASON	592
20	SPIKE	ULTIMATE KNOCKOUTS	591

Source: Nielsen Media Research MNF Season 2009 (Live)
Ad-Supported Cable Networks- Programs (8-11P)
*excluding specials DIRECTV Universe

MNF ON DIRECTV RANKS 7th AMONG P25-54


Rank	Network	Program	M25-54 (000)s
1	ESPN	NFL REGULAR SEASON	7,354
2	NFL	NFL REGULAR SEASON GAME	2,825
3	ESPN	COLL FTBALL-THUR NIGHT	2,206
4	USA	WWE ENTERTAINMENT	2,192
5	TNT	MEN OF A CERTAIN AGE	1,803
6	USA	WHITE COLLAR	1,624
7	ESPN	NFL (DIRECTV)	1,578
8	USA	MONK	1,456
9	ESPN	COLL FTBALL-BOWL GAME	1,446
10	USA	PSYCH	1,413
11	TNT	SHOOTER	1,403
12	SPIKE	UFC FIGHT NIGHT LIVE	1,330
13	USA	NCIS	1,324
14	ESPN	COLL FTBALL-FRI PRIME	1,270
15	SYFY	DESTINATION TRUTH	1,204
16	USA	LAW & ORDER: SVU	1,183
17	SYFY	GHOST HUNTERS COUNTDOWN	1,150
18	SYFY	GHOST HUNTERS	1,129
19	ESPN	COLL FTBALL-SAT PRIME	1,127
20	USA	MOVIE, USA	1,105