DirecTV, Dish Network to vie for political cash with customized ads

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For the first time, satellite broadcasters will be jockeying with other media outlets for a share of political spending that could top $3 billion in 2014.

Satellite TV giants DirecTV and Dish are using digital technology to match voter registration information with subscriber homes, and are now offering political campaigns the ability to send targeted ads to select households. For example, politically conservative satellite customers might see a TV commercial for a Republican candidate, while their liberal neighbor gets an ad for a Democrat.

With more than 55 million homes now equipped with DVRs, pay-TV companies increasingly are experimenting with so-called addressable advertising.


DirecTV, Dish Network to vie for political cash with customized ads