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 approximately 20M 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.

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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Viewer Statistics

The Place for the Upscale Viewer

Median Household Income

$67,700

Children in HH Index

112

Audience Composition

49% (M) & 51% (F)

Own Home Index

117

Household Resides In A/B Counties

65%

DIRECTV Subscribers

Employed Fulltime Index

110

Self employed in own business Index

114

DIRECTV Subscriber Profile: Age/Race/Status

Age Composition

A25-34 12%

A35-44 15%

A45-54 15%

Race

Caucasian 78%

African Am. 12%

Other 11%

Marital Stats

The DIRECTV A25-54 Subscriber is 14% more likely to

be married compared to cable subscribers (67% vs. 53%).

DIRECTV Subscriber Profile: County Size/Region/HH Income

County Size

A/B County 65%

C/D County 36%

Region

Northeast Territory 15%

East Central Territory 10%

Pacific Territory 22%

Southeast Territory 26%

Southwest Territory 13%

West Central Territory 16%

HH Income

HHI $75k+

37% (Index 113)

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Median HHI

$67.7k (MRI data)

Source: Nielsen NPower Universe Estimates, 11/7/11-11/13/11, MRI Fall 2011

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Usage

Profiles

(Audience composition measured in %)

Adult Cluster

Men
46%
Women
54%
Age 2-17
11%
Age 18-34
15%
Age 35-54
36%
Age 55+
38%
Children/any
38%
Home owned
81%
College Degree
22%
HH Income 75K+
29%
Median Age/Income
48/$66,000

Female Cluster

Men
29%
Women
71%
Age 2-17
15%
Age 18-34
20%
Age 35-54
33%
Age 55+
33%
Children/any
43%
Home owned
80%
College Degree
21%
HH Income 75K
30%
Median Age/Income
45/$64,000

Kids Cluster

Men
50%
Women
50%
Age 2-17
59%
Age 18-34
18%
Age 35-54
17%
Age 55+
6%
Children/any
75%
Home owned
64%
College Degree
18%
HH Income 75K+
33%
Median Age/Income
13/$61,000

Lifestyle Cluster

Men
35%
Women
65%
Age 2-17
12%
Age 18-34
15%
Age 35-54
37%
Age 55+
37%
Children/any
37%
Home owned
83%
College Degree
28%
HH Income 75K+K
33%
Median Age/Income
48/$67,000

Male Cluster

Men
63%
Women
37%
Age 2-17
13%
Age 18-34
20%
Age 35-54
38%
Age 55+
29%
Children/any
43%
Home owned
79%
College Degree
22%
HH Income 75K+
36%
Median Age/Income
45/$66,000

News Cluster

Men
44%
Women
56%
Age 2-17
2%
Age 18-34
5%
Age 35-54
27%
Age 55+
65%
Children/any
22%
Home owned
91%
College Degree
31%
HH Income 75K+
33%
Median Age/Income
62/$67,000

Sports Cluster

Men
73%
Women
27%
Age 2-17
10%
Age 18-34
21%
Age 35-54
38%
Age 55+
31%
Children/any
46%
Home owned
86%
College Degree
39%
HH Income 75K+
48%
Median Age/Income
44/$72,000

Young Adult Cluster

Men
42%
Women
57%
Age 2-17
25%
Age 18-34
32%
Age 35-54
27%
Age 55+
15%
Children/any
60%
Home owned
66%
College Degree
18%
HH Income 75K+
23%
Median Age/Income
30/$60,000

Entertainment Cluster

Men
52%
Women
48%
Age 2-17
13%
Age 18-34
16%
Age 35-54
35%
Age 55+
36%
Children/any
41%
Home owned
81%
College Degree
23%
HH Income 75K+
32%
Median Age/Income
48/$65,300

Information Cluster

Men
48%
Women
52%
Age 2-17
11%
Age 18-34
15%
Age 35-54
34%
Age 55+
41%
Children/any
37%
Home owned
82%
College Degree
25%
HH Income 75K+
31%
Median Age/Income
50/$66,300

Source: Nielsen NPower, 7/11/11-7/17/11, primetime MRI Spring 2011

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Measurement & Reporting

The largest US national audience measurement panel ever.

DIRECTV and Kantar Media team up to create The Kantar Media DIRECTView™ service, a national audience measurement panel of 100,000 anonymous DIRECTV households - 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: Rich Forester 212-205-0602 RTForester@DIRECTV.com

Kantar Media Research: Bud Breheney 212-991-6080 Bud.Breheney@kantarmedia.com

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