Per Nielsen, Hispanic households are almost 20% more likely than others to subscribe to satellite television. Now DISH is “lighting up” eight Latino TV networks with addressable advertising that targets specific households with Spanish-language commercials.
“It’s not just about brands finding Latino audiences,” Adam Gaynor, Vice President of DISH Media Sales, says in an interview with Beet.TV. “It’s about brands finding Latino audiences using Spanish-language creative. We’re lighting up Latino networks so that they can have those addressable messages.”
The networks are beIN SPORTS, Discovery en Españo, ESPN Deportes, FOX Deportes, Galavisión, Telemundo, Telemundo West and Univision Deportes, Multichannel News reports.
In 2012, DISH introduced household-addressable advertising, which currently reaches more than 8 million of the company’s approximately 14 million homes nationwide. “Right now DISH has 89 Networks that are lit up for addressable,” Gaynor says. “The more networks we have, the wider the audience we can find.”
He recalls the early days of addressable advertising when a trial would be conducted “in a little town of maybe 15,000 homes.” And people said, “If we could only have more,’” Gaynor says.
With a current addressable population of about 40 million households, “When you find the audience, you know you’re finding an audience with limited to no waste,” he says.