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Monday, April 24, 2000 #3415
I am looking for any and all information on advertising via SATELLITE television. I found some basic history of the media on skyreport.com, but that site doesn't provide enough info. Can you recommend sources either web sites or hard copy?

The Media Guru Answers(Monday, April 24, 2000 ):
Assuming you are thinking about the U.S., you may be looking for something that doesn't exist.

Keep in mind that signal carriers, whether cable or SATELLITE, may not insert ads in time slots already sold as national, nor into local broadcast programming, nor on advertising-free networks like HBO. When you see national ads on cable networks, these are sold by the networks as national and run as the network is carried, whether the viewer receives the program through cable or a SATELLITE receiver. Local, cable-originated advertising runs in time slots reserved for local use. These "local" slots, about 2 minutes per hour, could theoretically be sold nationally by the SATELLITE carriers.

But

  • SATELLITE can't sell "locally," because the ground stations are individual homes
  • With only 13 million U.S. SATELLITE subscribers, divided among systems with between 1 and 7 million homes each, and viewing divided among 100+ channels, the audiences available to sell are vanishingly small as "national" buys.
  • Most of the slots available will be used for system promotions: selling national, paid advertising is likely to violate carriage agreements with networks, who sell category exclusivity in programs or at least pods
  • You won't even find an "advertising" link on the web sites of Dish TV or DIRECTTV, which, between them, account for about 80% of U.S. SATELLITE homes.



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