by Wayne Friedman, Tuesday, August 27, 2013
National cable rep NCC’s big system to amass local cable, satellite, and telco inventory has added a big player -- Dish Network. The 14-million-subscriber satellite network has joined I+ (Interconnected Plus), an effort by NCC which started in 2011. Before this deal, NCC Media reached more than 80 million, cable, telco and satellite homes, amounting to 200 million consumers.
The Dish agreement will add over 3 million advertising impressions to those of Comcast, Cox and Time Warner Cable in 25 of the largest U.S. markets. Dish’s addressable technology enables zone-targeted TV commercials to be stored in DVR-enabled set-top boxes, allowing for the insertion of ads in local breaks across multiple cable networks.
The Dish piece of the existing I+ platform will be operational in late 2013.
NCC’s I+ effort stems from cable interconnects — where multiple cable operators pool their inventory in big markets.
Warren Schlichting, senior vice president of ad sales for Dish Network, stated: “By gaining access to the country’s third-largest pay-TV provider’s customers, local and national spot TV advertisers can now speak with millions of consumers who were simply not accessible before.”
"Watching TV" photo from Shutterstock.