DISH and NCC Media join forces

DISH and NCC Media announced the formation of a partnership that expands upon the cable industry’s collaborative I+ initiative which links cable, satellite and telco companies’ ad inventory. The agreement will combine ad impressions in over 3 million additional DISH subscriber homes with those of NCC owners Comcast, Cox and Time Warner Cable in 25 of the largest US markets, delivering tremendous advantages to advertisers – greater local reach and penetration against targeted consumers in the best programming on television.

The arrangement crowns a decade- long effort by NCC and its owners to consolidate the advertising reach of all US MVPD’s, brings DISH to the local advertising market for the first time and creates a golden opportunity for MVPD’s to grow ad revenues together. DISH’s newly developed targeted ad system will be integrated with existing local market cable advertising platforms, called ‘interconnects’, greatly increasing an ad campaign’s coverage. The platform is available to advertisers via NCC’s sales force in 16 offices across the country, and to local marketers via the local interconnect sales teams of Comcast, Cox and Time Warner Cable.

“This partnership with NCC Media is an exciting new chapter, leveraging DISH’s marketleading technology for delivering targeted television advertising,” says Warren Schlichting, Senior Vice President, Ad Sales at DISH. “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.”

“Our mission has always been to make our medium easier to buy, while reducing complexity for our ad agency partners, “ added NCC Media President & CEO Greg Schaefer “This collaboration with DISH was done because it’s what the advertising market demanded; to deliver more quality consumer GRP’s in cable programming in local markets. And it does, in a big way.”

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