Directv Media Kit 9.3.09

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MEDIA KITD I R E CT V A DV E R T I S I N G S O LU T I O N S

ENGAGE. DELIVER. MEASURE.™directvadsales.com

ENGAGE. DELIVER. MEASURE.™

ABOUT USDIRECTV Ad Sales introduces and implements the most innovative ideas and technologies in the field of Television

Advertising. We are inspired by our deep commitment to the enrichment of viewer experience and growth of

advertiser returns.

By designing industry-defining interactive products such as Mix Channels and Dynamic Ad Units, and by expanding

our unparalleled alliance of networks and partners, DIRECTV Ad Sales dynamically connects advertisers

with their most passionate audiences nationwide. DIRECTV delivers quantifiable and actionable results.

DIRECTV Ad Sales. ENGAGE. DELIVER. MEASURE ™.

directvadsales.comMEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.

ENGAGE. DELIVER. MEASURE.™

TABLE OF CONTENTS

PROGRAMMING OPPORTUNITIES TARGETED CLUSTERS 4 LIVE SPORTS 6 The �0�® NETWORK 7 ENHANCED PROGRAMMING �� DIRECT RESPONSE �4 2009 SCHEDULES �5

TARGETED SPONSORSHIPS SPORTS ADVERTISING �6 DIRECTV Cinema �8 STARSHIP �9

INTERACTIVE ADVERTISING DIRECTV ACTIVE™ 20 STATIC AD UNIT 20 DYNAMIC AD UNIT 2�

RESEARCH OVERVIEW 22 STATS 23 USAGE 24 TNS® DIRECTView™ 27

COMMERCIAL COPY REQUIREMENTS 28

CONTACT US 30

directvadsales.comMEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.


MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.Page � |

CMYK

Sports Cluster

Adult Cluster

Male Cluster

Female Cluster

News Cluster

TARGETED CLUSTERSDIRECTV 2009 General Entertainment Clusters – over 100 networks, segmented into 10 demographically targeted clusters, represent a national footprint with coverage in every major DMA. Measured by Nielsen, TNS and EDI capable.


MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.Page 5 |

Young Adult Cluster

Lifestyle Cluster

Kids Cluster

DIRECTV MÁS Cluster

Regional Sports Cluster

• CNN en Español• Discovery en Español• Discovery Familia

• ESPN Deportes• Fox Sports en Español• Galavision

• History en Espanol• MEGATV• MUN2

• Sur Mexico• Sur Peru• Telemundo East/West

• CSN Bay Area• Fox Sports Rocky Mountain• Fox Sports South

• Fox Sports Southwest• Madison Square Garden• New England Sports Network

*DIRECTV MÁS is the ultimate television experience, offering full, premium programming packages in both Spanish and English. Subscribers have access to over 35 Spanish Language channels in addition to the 200+ English Channels that are available through DIRECTV. Commercial insertions are available on eleven Spanish Networks and are sold on a cluster level, which means that an advertiser buys a spot on the MÁS cluster and it then runs across all the networks that allow insertion within the cluster. The spots all run at approximately the same time in a road block fashion. Advertisers can not buy the individual networks within the cluster.

*



Q1 SPORTSNASCAR® Sprint® Cup Series™NASCAR® Camping World® Series™NASCAR® Nationwide® Series™NBA NCAA® BASKETBALL NCAA BOWL GAMESNHL® PGA TENNISWINTER OLYMPICS ‘�0

Q2 SPORTSMLBNASCAR® Sprint® Cup Series™NASCAR® Camping World® Series™NASCAR® Nationwide® Series™NBA NHL® PGATHE MASTERSTENNIS

Q3 SPORTSMLBNASCAR® Sprint® Cup Series™ NASCAR® Camping World® Series™NASCAR® Nationwide® Series™ NCAA® FOOTBALL NFLPGASUMMER OLYMPICS ’�2 TENNIS

Q4 SPORTSNASCAR® Sprint® Cup Series™NASCAR® Camping World® Series™NASCAR® Nationwide® Series™NBANCAA® FOOTBALL NFLNHL®

TENNIS

LIVE SPORTSMore live sporting events than any other network, with exclusive properties like NFL SUNDAY TICKET™ and NCAA® MEGA MARCH MADNESS®.


MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.Page � |

DEADWOODThe town of Deadwood, South Dakota in the weeks following the Custer massacre is a lawless sinkhole of crime and corruption. Into this uncivilized outpost ride a disillusioned and bitter ex-lawman, Wild Bill Hickok, and Seth Bullock, a man hoping to find a new start for himself. Both men find themselves quickly on opposite sides of the legal and moral fence from Al Swearengen, saloon owner, hotel operator, and incipient boss of Deadwood. The lives of these three intertwine with many others, the high-minded and the low-lifes who populate Deadwood in 18�6. Image: Home Box Office SM, Deadwood ® and HBO® are service marks of Home Box Office, Inc.

OZOz chronicles life inside an experimental cell block in the Oswald Maximum Security Correctional Facility: Level Four called Emerald City. Inmates struggle to fulfill their own needs. Some fight for power, others want money and others simply want to survive long enough to make parole or even to see tomorrow. The show gives a no-holds-barred account of prison life with all the plots, subplots and conflicts given context and explanation by the show’s wheelchair-bound narrator, Augustus Hill. Image: Home Box Office SM, Oz ® and HBO® are service marks of Home Box Office, Inc.

SMITHFrom the multiple award-winning team of John Wells, Christopher Chulack and Brooke Kennedy comes a richly wrought portrait of the inner workings of a crew of career criminals. Brought to life by an ensemble cast of A-list film and television actors including Ray Liotta, Virginia Madsen and Simon Baker, “Smith” pushes the boundaries of crime drama by vividly humanizing the brilliant tacticians who plan and carry out multimillion-dollar robberies. DIRECTV premieres 4 never before seen episodes.

UNCUT AND COMMERCIAL FREE PROGRAMMING ON The 101® NETWORK A channel exclusive to DIRECTV that represents a unique platform in advertising options. No other entertainment service provider, cable or satellite, provides its customers with a channel dedicated to broadcasting cutting-edge programming in Drama, Comedy, Music and Specials. Sponsorship opportunities include billboards, sweepstakes, vignettes and product placement interaction.



THE NINENine people learn they share a common bond that was forged when they lived through a 52-hour hostage standoff during a bank robbery that changed their lives forever. Each episode begins with a flashback that reveals another �0 minutes of the robbery, and uncovers why and how these nine strangers remain linked to each other. DIRECTV premieres 4 never before seen episodes.

THE DAN PATRICK SHOWSyndicated sports talk radio host Dan Patrick will bring his irreverent wit and wry humor to DIRECTV’s The �0�® Network with a new, innovative TV show based on his nationally syndicated weekday radio program. Premiere’s exclusively on The �0�® Network August 3rd.

TRAILER PARK BOYSTrailer Park Boys is a popular Canadian mockumentary television series focusing on the misadventures of a group of trailer park residents, some of whom are ex-convicts, living in fictional Sunnyvale Trailer Park, located in Halifax Regional Municipality, Nova Scotia.

SUPREME COURT OF COMEDYJustice will be served with lots of laughs in DIRECTV’s original series, Supreme Court of Comedy. In this unscripted comedic twist on TV court reality shows, top comedians such as Jamie Kennedy, Paul Rodriguez, and Jon Lovitz represent real people with real disputes before “Chief Justice” Dom Irrera at the world famous Laugh Factory on Sunset Blvd.



ROCK & A HARD PLACEThe fun continues on The �0�® Network with the rock and roll game show Rock & A Hard Place. The program, pro-duced exclusively by DIRECTV original entertainment, is hosted by Meat Loaf and features teams of rock stars and music legends such as the Pussycat Dolls, Eddie Money, Bananarama, Tony Orlando, and Toto in a battle of wits to win big cash prizes for their favorite charities.

DIRECTV HOMETOWN HEROESHalf hour weekly series hosted by Joan Lunden, produced exclusively by DIRECTV original entertainment. These shows feature inspirational stories of exceptional acts of kindness, strength, and courage of unsung DIRECTV subscribers from all over the country, who make a difference in peoples’ lives and in their local communities everyday.

DIRECTV CONCERT SERIESThe �0�® Network offers exclusive long-form concerts from today’s biggest artists such as No Doubt, Mötley Crüe, The Airborne Toxic Event, Ben Harper & Relentless 7, Third Eye Blind, Josh Turner, Juliette Lewis and the New Romantiques, Shiny Toy Guns, Tina Turner and Beyonce, as well as hot up-and-coming performers from the best venues.

EXCLUSIVE MUSIC FESTIVALSThe �0�® Network’s Exclusive Music Festivals have included Live Broadcast Farm Aid, and Live Broadcast SXSW Music Festival in Austin, Texas.


MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.Page �0 |

TELEVISION SERIES STUNTSThe �0�® Network partners with major networks to showcase hit series through special “sneak peek” and “televi-sion premiere” stunts. Featured series have included Showtime’s The Tudors and Californication, BBCA’s Robin Hood, AMC’s Mad Men, A&E Network’s Ice Road Truckers, MTV Network’s South Park Imaginationland, National Geographic’s Dog Whisperer and World’s Toughest Fixes, and STARZ’s premiere of Crash.

DIRECTV MOVIE SERIES The �0�® Network also partners with major networks to showcase feature films and TV movies in HD. Featured HD films have included Sony’s Men in Black, I Know What You Did Last Summer, Donnie Brasco, The Professional, Fools Rush In, and Moscow on the Hudson. Other movies included STARZ Free Preview: Are We Done Yet? and The Game Plan, and HDNet Movies’ Enron: The Smart Guys in the Room, One Last Thing, The Lost City, and Surfwise. Image: Starz and related channels and service marks are the property of Starz Entertainment, LLC. The Game Plan © Disney Enterprises, Inc. All Rights Reserved.

CELEBRITY BEACH BOWLThe DIRECTV Celebrity Beach Bowl has quickly established itself as the most original and entertaining daytime event during Super Bowl weekend. This annual event pins professional athletes against celebrities in a football game, providing fresh content and incredible brand value to sponsors involved. The Beach Bowl begins with a pre-game show and wraps up with a concert after the game, with acts such as Fall Out Boy and Velvet Revolver. Sponsorship opportunities available.



Sports MixOffers instant, live access to up to eight screens of the best televised sports channels at one time including ESPN, ESPN NEWS, NBA TV, NFL Network, The Golf Channel, Outdoor Channel and Fuel TV. Advertiser now has the ability to “skin” and Brand the Mosaic Channel, which greatly enhances the value of sponsorship. Static Ad Units are accessed off the Mix Channels.

News Mix Features an instant glimpse of breaking news, developing stories and daily coverage from the highest-rated news networks such as CNN, Headline News, CNBC, MSNBC, Fox News Channel and The Weather Channel.

NFL SUNDAY TICKET™ Game MixWith up to 8 broadcasts on one screen, Interactive channel 702 offers viewers the ultimate NFL experience, as well as opportunities for advertisers to target their messaging. Available in HD.

Player Tracker and AlertsTrack up to 18 players on your fantasy team(s) with real-time individual and sponsored player ALERTS including a :05 display of the sponsor logo. Player Alerts appear across all NFL SUNDAY TICKET™ channels.

NFL TriviaTen challenging, funny questions to test viewers’ knowledge of each game.

ENHANCED PROGRAMMING Offering dedicated interactive options that merge groundbreaking technology with desirable entertainment applications. An interactive innovation that offers another valuable way to reach customers.

• Sports Mix• News Mix• NFL SUNDAY TICKET™ Game Mix• Player Tracker and Alerts• NFL Trivia

• NFL Standings• RED ZONE CHANNEL®

• NFL SUNDAY TICKET™ Short Cuts• NFL SUNDAY TICKET™ Online• NFL SUNDAY TICKET™ Mobile

• NASCAR HotPass™ Driver Channels• NCAA® MEGA MARCH MADNESS® Game Mix• PGA Championship• US Open Tennis Mix • French Open Mix

• Australian Open Mix• Wimbledon Mix



NFL StandingsCurrent divisional and wild-card standings for the entire league.

RED ZONE CHANNEL®

A sports desk show produced by DIRECTV showcasing the best plays and scores as they happen live on one channel. Customized features are available to air throughout the telecast as live-game action jumps from game to game without missing a play.

NFL SUNDAY TICKET™ Short CutsCommercial-Free recap of every Sunday afternoon game, reduced to 30 minutes or less. Sunday night – Tuesday night, channels 704 and 705, in HD on channels 704-1 and 705-1. Available for sponsorship.

NFL SUNDAY TICKET™ OnlineNFL SUNDAY TICKET™ games stream live on a PC. Watch the Sunday 1:00 and 4:00 PM ET games NFL games live on-line. Includes a selectable banner which links to a sponsor’s website and is displayed during all Sunday games.

NFL SUNDAY TICKET™ MobileAll NFL SUNDAY TICKET™ Sunday games stream live on the iPhone, Windows Mobile device or Blackberry. Includes a banner that each viewer sees while they load the app on their phone.

NASCAR HotPass™ Driver ChannelsFour dedicated driver channels broadcast in HD with exclusive access and behind the scenes footage on pit road. Also includes in-car cameras.

NCAA® MEGA MARCH MADNESS® Game MixThe ultimate NCAA® MEGA MARCH MADNESS® viewing experience only on DIRECTV! A total of 56 games will air across the first round, second round and the sweet 16. Mix channel includes on-screen real time scores and summaries at the push of a button. Interactive opportunities available.



PGA ChampionshipExperience the ultimate coverage of the PGA Championship 2009. Viewers can follow their favorite players with the PGA mix channel that offers 4 major golf championships hosted by the PGA. See network coverage of storied competition from CBS and TNT plus three ad-ditional full-screen channels. Viewers can catch all the action in crystal clear HD and keep tabs on all the top golfers with an interactive leaderboard. A range of interactive features are specifically designed to enhance your enjoyment of the PGA Championships: see current scores of Top 5 players or expand list to see a full leaderboard. Access any golfer’s hole-by-hole stats with the scorecard. Plus, viewers can go back through time with a complete list of past champions-or test their knowledge with PGA Championship Trivia Quiz.

US Open Tennis MixDIRECTV customers get access to more early round matches, statistics and information on demand, and the ability to view up to five matches simultaneously on the US Open Mix channel, with live onscreen scoring of all the matches. Each match is viewable full screen, providing up to 300 hours of tournament coverage that includes more than 100 additional matches. With US Open Interactive on DIRECTV, viewers can take their US Open experience to a new level.

French Open MixDIRECTV takes tennis to another level with the French Open Mix channel. Viewers have the ability to watch up to six live matches at any given time, with live onscreen scoring of all the matches. Each match is viewable full screen, providing up to 350 hours of tournament coverage and more than 100 matches. The French Open Interactive is a must-have when watching one of the most prestigious tourna-ments in tennis.

Australian Open MixDIRECTV’s Interactive services offers access to the most live Grand Slam season matches—all in razor-sharp HD. With the Mix channels, you can watch six matches simultaneously on miniscreens and use your interactive remote to hear live audio from the match of your choosing. With a single click, any one of the six matches can be enlarged on the full-screen Court Channel.

Wimbledon MixDIRECTV’s Interactive services offers access to the most live Grand Slam season matches—all in razor-sharp HD. With the Mix channels, you can watch six matches simultaneously on miniscreens and use your interactive remote to hear live audio from the match of your choosing. With a single click, any one of the six matches can be enlarged on the full-screen Court Channel.



DIRECT RESPONSEDirect Response Advertising consists of two components, short form and long form. Short form units range from :�5 to :60 seconds in length. Long Form units are 30 minutes in length. All Direct Response ads need to have a method of response; either an 800 number and/or a web address.

Short Form and Long Form Direct ResponseDIRECTV is the destination for Short Form and Long Form Advertising Sales. There are many options for short form agencies and advertisers. These include our �0 de-mographically targeted clusters, live sporting events, Regional Sports and interactive advertising. We accept :�5, :30, and :60 second units on all clusters and live sports.

Our Long Form Advertising Sales opportunities consist of twenty one channels that are dedicated to infomercials, live shopping and programming which can be viewed in all DIRECTV residential households. Time is sold in blocks ranging from a ½ hour to a full 24/7 branded channel. Packages can be customized based on a clients needs.

For more information, please contact the following:

Short Form Erin Cohen 3�0-964-0�40 [email protected]

Long Form James Vargas 2�2-205-0609 [email protected]

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NFL SUNDAY TICKET™ [Exclusive]The NFL SUNDAY TICKET™ afforded DIRECTV the uncontested lead in sports programming over cable. Loyal subscribers and Fantasy Football players score more with a subscription to NFL SUNDAY TICKET™ SuperFan®. SuperFan® includes the Game Mix channel with up to eight games on one screen.* RED ZONE CHANNEL® (hottest plays, shown live on channel 703), HD games, Short Cuts (abridged game replays viewed in 30 minutes or less), SUPERCAST, and Mobile.

NASCAR HotPass™ Four dedicated driver channels broadcast in HD with exclusive access and behind the scenes footage on pit road. Also includes in-car cameras.

NCAA® MEGA MARCH MADNESS® [Exclusive]Viewers can access up to 64 live games of the NCAA Division Men’s tournament. With the NCAA® MEGA MARCH MADNESS® package, subscribers receive up to 37 games from outside of their region from the �st three rounds. Combine that with the coverage from CBS and ESPN and you get the excitement of up to 64 games, all in HD. Advertising sold in the first three rounds of action, totaling 56 games. Game Mix allows viewers to catch the excitement and edge-of-your-seat action of up to four games on one screen. With the Interactive Bracket, viewers can pick favorites and track their progress. Real-Time Updates provide scores on other games without missing the action of the game that viewers are tuned into.

MLB EXTRA INNINGS®

Viewers can follow their favorite team no matter where they live with up to 80 out-of-market games a week. Game Mix allows viewers to see up to eight games on one screen or select any one of them to see full screen action. Number of games varies by market. Blackout restrictions and other conditions apply to all sports programming.

SPORTS ADVERTISINGDIRECTV’s sports advertising platform features enhanced programming and targeted sponsorship opportunities. We’ll make sure that your message is broadcast loud and clear. We invite you to check out some of our branded campaigns.

*For full Mix Channel and interactive functionality, a D�0 (or later) model interactive DIRECTV receiver is required.



ADDITIONAL SPORTS OFFERINGS • MLB • MLB Play-offs • MLB Network • Monday Night Football • NCAA Bowl Games • College Basketball Championship Week • NFL Network • NASCAR® Nationwide® Series™

• NASCAR® Sprint® Series™ • NASCAR® Camping World® Series™ • NHL®

• Big �0 Network • ESPN GamePlan • ESPN FULL COURT • Ryder Cup

NHL® CENTER ICE®

With NHL® CENTER ICE®, viewers can follow their favorite teams and players from outside their local area, no mat-ter where they live! Up to 40 exciting games each week, including up to 20 games a week in blazing HD, plus dual feeds (choose between home and away broadcasts) when available, as well as select Stanley Cup playoff games. NHL® CENTER ICE® also gives access to the NHL Network™, a 24-hour all-access pass to the most comprehen-sive hockey coverage, both on and off the ice. NHL® CENTER ICE® is the ticket to the best ice action on TV!

TENNIS GRAND SLAM EVENTS DIRECTV is your ticket to scoring a courtside seat. DIRECTV’s Interactive services offers access to the most live Grand Slam season matches—all in razor-sharp HD. With the Mix channels, you can watch six matches simul-taneously on mini-screens and use your interactive remote to hear live audio from the match of your choosing. With a single click, any one of the six matches can be enlarged on the full-screen Court Channel. “Match Guide” provides you with live scoring from matches in progress plus the ability to tune directly to the match you want by selecting it with your remote. “Recent Results” offers a real-time view of completed, in-progress and upcom-ing singles matches from the current and prior day. Finally, the “Men’s Draw” and “Women’s Draw” interactive features show how players are progressing throughout the tournament.

GOLF GRAND SLAM EVENTS Experience the ultimate coverage of the 2009 Golf Grand Slam Events. Viewers can follow their favorite players with the mix channels that offer 4 major golf championships hosted by the PGA. See network coverage of storied competition plus three additional full-screen channels. Viewers can catch all the action in crystal clear HD and keep tabs on all the top golfers with an interactive leaderboard. A range of interactive features are specifically designed to enhance your enjoyment of the Grand Slam events: see current scores of Top 5 players or expand



DIRECTV CinemaDIRECTV subscribers are heavy movie consumers and advertisers can now reach them in the most natural and uncluttered environment.

MALTIN MINUTE Renowned film critic, Leonard Maltin, hand selects and reviews new pay-per-view films each month. This Maltin Minute airs directly prior to the pay-per-view film (� to 2 minutes long). Leonard Maltin also hosts a � minute segment where he thanks the viewers for choosing pay-per-view and informs them how to order. Either the Maltin Minute or the Maltin How-To-Order segment will air directly prior to each pay-per-view film.

With the Maltin Minute Sponsorship, one exclusive theatrical :30 commercial or full trailer (up to 2:30 minutes) will be placed in front of the Maltin segment at the start time of EVERY available pay-per-view film.

The full trailer will also be readily accessible to viewers through our DVRs under the Top Movies.



STARSHIP A Unique Media Platform

One Of A KindFirst airship in North America and currently the only one in the world with (2,�00sf) LED screen.

Dynamic ExposureCapable of displaying full motion, full color TV quality video day or night.

Built Like No Other30 feet longer and 40% larger in volume (Helium content) than the Goodyear Blimp.

Live Event CoverageHD Aerial Camera System provides live coverage of major sporting events.

Real Time Action30’ x 70’ screen can also display live video action, concerts, highlights, scoreboards, promotions, interviews, etc.

Impossible To MissReach large, captive, target audiences with “impossible-to-miss” video marketing platform at highly affordable rates.

High ProfileDeliver high-profile brand messaging directly overhead passionate sports fans in fun environment.

Custom All The WayFlexibility to customize promotions by region, by sport and day of the week.

See website for an up-to-date schedule.



>> DIRECTV ACTIVE™ Accessed by selecting the ACTIVE button on remote control. DIRECTV ACTIVE is the in-teractive homepage for DIRECTV subscribers. Available in over �4 million households and since its re-launch in 2008, the new DIRECTV ACTIVE™ has had over �83 Million total impressions• Features local weather, What’s Hot on DIRECTV, lottery results, customer support • Recently redesigned for a better interactive user experience• Static and Dynamic Ad Units exclusively showcased • Averages 2.7 Million unique HH visits and ��.5 Million total impressions each month

>> STATIC AD UNIT Offers a basic and simple level of user interactivity designed to make immediate impact on the viewer. Ideal for call to action messages, one-touch RFI/Lead generation and direct “tune-to” functionality.

INTERACTIVE ADVERTISINGDIRECTV is the unrivaled innovator in interactive television and is excited to offer a suite of Emmy® Award winning interactive advertising opportunities. Our interactive platform offers advertisers across all major categories the ability to engage consumers, deliver impactful messaging and obtain measurable results. Receive complete metrics reporting including zip code leads after content airs. Since 2005, our business has grown from three original partners and is now executing campaigns for over forty brands.


MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.Page 2� |

>> DYNAMIC AD UNITAn advertiser owned channel which offers enhanced user interactivity designed around advertiser long-form video content. An entertaining and enriched advertising venue where consumers are able to interact and spend time with branded video content. The Interactive Advertising Channel has 3 entry-points.

INTERACTIVE ADVERTISING CHANNEL The Interactive Advertising Channel is a 24/7 advertiser-owned interactive channel. Viewers can access this channel through a :30 commercial, DIRECTV ACTIVE™, or the EPG. With this exclusive sponsorship, DIRECTV heavily promotes the ad message by driving viewers to the Interactive Advertising Channel through multiple entry points.

:30 Cross Channel Media Call to action messaging embedded within an advertiser’s :30 spot can prompt viewers to directly tune to the Interactive Advertising Channel.

DIRECTV ACTIVE™Accessed by clicking on video banner on the DIRECTV ACTIVE™ channel.

EPG AccessThe Interactive Advertising Channel is a linear channel available to all DIRECTV subscribers. The channel can be accessed via scroll over while channel surfing using Electronic Program Guide.



OVERVIEWDIRECTV represents over �8M of America’s most desirable television households. Offering the most unique advertising sales opportunities, DIRECTV delivers televisions most consistent, loyal and heavy viewer.

DIRECTV SUBSCRIBER OVERVIEW • Affluent Households • Professional/Managerial• Tech Savvy• Early Adopters• Demand Superior Television Viewing Experience

DIRECTV Ad Sales, the advertising sales division of DIRECTV, helps put the pow-er of HD satellite television to use for national advertisers. We are focused on moving the industry forward in advanced technologies and innovative products to reach audiences most effectively and efficiently.

Headquartered in El Segundo, CA, DIRECTV has national reach through more than �00 entertainment networks and sold in �0 demographically targeted clusters, including exclusive sporting events. We are EDI capable and measured by Nielsen.

DIRECTV represents a national footprint with coverage in each DMA that approximates the percentage distribution, by region, of broadcast television. DIRECTV delivers the most opportunities to advertise your product on television. DIRECTV’s goal is to make HD satellite advertising easy to buy. DIRECTV provides effective integrated advertising applications that only HD satellite television can offer.



STATS The Place For The Upscale Viewer Median Household Income $52,660 Median Head of Household Age 40.5 Audience Composition 52% (M) & 48% (F) Own Home Index �22 Household Resides In A/B Counties 63%

DIRECTV P25-54 Subscribers Own a home worth $500k+ �5% more likely Owner-partner of their business (Head of Household) 30% more likely Self-employed in Professional/Managerial Jobs 36% more likely

DIRECTV Subscriber Profile: Age/Race/Status Male/Female Skew 52% (M) & 48% (F) Age Composition Age 25-34 �7% Age 35-44 24% Age 45-54 20% Race Caucasian 79% African Am. ��% Asian 2% Other 8% Marital Status �7% more likely to be married compared to cable subscribers (�29 vs. ��2)

Source: Fall Study MRI 2008 Base: �8+

DIRECTV Subscriber Profile: County Size/Region/HH Income County Size A/B County 63% C/D County 37% Region Northeast �2% South 44% Midwest 20% West 24% HH Income HHI of $60K+ 56% HHI of $75K-$�49,999K 30%



USAGEDIRECTV viewers watch an average of 10% more television per week than viewers of cable with 53% of our audience between the ages of 18-44.

Source: MRI 2008 Doublebase: Base 18+ % Composition

Men51%Women 49%Age18-3429%

Men73%Women27%Age18-3428%

Men56%Women44%Age18-3429%

Age18-4965%Age25-5463%Children/any46%

Homeowned79%CollegeDegree23%HHIncome150K+9%

HHIncome75K+-150K40%MedianAge/Income45/$50, 273


Homeowned81%CollegeDegree25%HHIncome150K+ 14%

HHIncome75K+-150K48%MedianAge/Income48/$57,375


Homeowned79%College Degree23%HHIncome150K+9%

HHIncome75K+-150K38%MedianAge/Income47/$48, 000

Men

SportsCluster

CMYK

AdultCluster

MaleCluster



Men53%Women47%Age 18-3429%

Men 56%Women 44%Age 18-34 52%

Age 18-49 86%Age 25-54 68%Children/any 58%

Home owned 67%College Degree�7%HH: Income 150K +8%

43%Women57%Age 18-3428%

Age 18-4965%Age 25-5464%Children/any46%

Home owned80%College Degree2�%HH Income 150K+8%

HH Income 75K+ -150K37%Median Age/Income44/$55,083

HH Income: 75K+ -150K 35%Median Age/Income22/$55,000


Home owned 82%College Degree23%HH Income 150K+ �0%

HH Income 75K+ -150K 40%Median Age/Income59/$53,833

Female Cluster

News Cluster

Young Adult Cluster

Source: MRI 2008 Doublebase: Base �8+ % Composition



Men46%Women54%Age 18-3425%

Men 45%Women55%Age 18-3439%


Home owned73%College Degree�7%HH Income 150K+6%

HH Income 75K+ -150K33%Median Age/Income�0/$53,000

Age 18-496�%Age 25-5462%Children/any43%

Home owned8�%College Degree23%HH Income 150K+9%

HH Income 75K+ -150K39%Median Age/Income49/$53, 7�4

Source: MRI 2008 Doublebase: Base �8+ % Composition

Lifestyle Cluster

Kids Cluster



TNS®DIRECTView™

DIRECTV and TNS Media Research team up to create the TNS® DIRECTView™ service, a national opt-in audience measurement panel of �00,000 DIRECTV subscribers - the largest US national audience measurement panel ever.

This system, which measures the total viewing, including the live and time-shifted (DVR) viewing of programs and commercials at a second-by-second interval, offers advertisers and programming partners an unparalleled level of measurement accuracy and accountability when partnering with DIRECTV.

For more information or questions on TNS® DIRECTView™ service, please contact:

DIRECTV Jennifer Klein 2�2.205.0638 [email protected]

TNS Media ResearchBud Breheney 2�2.99�.6080 [email protected]



COMMERCIAL COPY REQUIREMENTS - CLUSTERS & LIVE SPORTS

ACCEPTABLE FORMATS

• DIRECTV can receive SD and HD spots electronically via DG FastChannel. Our SD system code is DIRLA-NB. Our HD system code is DTVHD-NB

• For tapes, BetaCam SP or Digital Betacam Format are required. SD specifications are outlined on the next page. NOTE: “HD” COPY IS THE PREFERRED FOR ANY AND/OR ALL HD AIRINGS. HD SPECIFICATIONS ARE OUTLINED ON THE NEXT PAGE

OTHER INSTRUCTIONS APPLIED TO DIRECTV

• Traffic instructions should be faxed to Ad Sales Traffic at (3�0) 964-3023 or emailed to [email protected] no later than 7 days prior to the week of air

• Copy must be received no later than 7 days prior to the week of air! IF TAPE DELIVERY PLEASE BE SURE TO INDICATE “AM” DELIVERY

NOTE: SHOULD TAPES ARRIVE MORE THAN 30 DAYS PRIOR TO THE ACTUAL AIRDATE, THE TAPE WILL BE DESTROYED AND A NEW TAPE WILL BE REQUIRED FOR YOUR ORDER

• DIRECTV and any of its trademarks should not be used (verbally, visually, or in written form) within the content of the commercial

• Screeners should be sent via link to the appropriate sales person and copy Susan Kim at [email protected]. If it is a VHS or DVD screener, please send to: Susan Kim DIRECTV 2230 E. Imperial Hwy., LA�/N395 El Segundo, CA 90245

YOUR CHECKLIST

�. Please contact your courier to confirm tape delivery.

2. All traffic-instruction/tape issues should be addressed to contacts on the following page.

3 . Only one (�) copy of the commercial (extras are destroyed immediately) should be sent to:

LABC Media Library �2800 Culver Boulevard Los Angeles, CA 90066 (3�0) 964-854�



• Tape labels and slates at the head of each spot should include the following information: Client, ISCI, title, length, date, audio information, closed caption- ing (if any), any other identifying information. In addition, please include the 800# on all infomercial labels

• Run sheet included in the tape box identifying the actual spots on the tape

TECHNICAL SPECIFICATIONS

TAPES – Standard Definition One Copy per Spot. Digi-beta or Beta SP standardtape, with ascending and continuous drop frame time code. No multi-reel tapes will be accepted. All spots must have bars and tones at the head of each tape along with video slates and at least 30 seconds of post-roll. Exterior labels must match the video slates • All tapes must be in NTSC with a 29.97 field rate• Aspect ratio – 4:3 full frame. If “letterboxed” version is provided, there must be black at the top and bottom with the picture centered vertically. Anamorphic video will not be accepted• Closed Caption data should be on Line 2�• Commercial audio must be either Stereo (Ch � Left, Ch 2 Right) or dual-channel mono TAPES – High Definition One Copy per Spot. D5 standard tape, with ascending and continuous drop frame time code. No multi-reel tapes will be accepted. All spots must have bars and tones at the head of each tape along with video slates and at least 30 seconds of post-roll. Exterior labels must match the video slates • All tapes must be in �080i with a 59.94-field rate• Aspect ratio – �.78 Full Frame preferred• Closed Caption Ancillary data should be on Line 9• Record the tape in 4-channel mode• Commercial audio must be either Stereo (Ch � L, Ch 2 R) or Dolby 5.� plus Stereo (Ch � L, Ch 2 R, Ch 3 C, Ch 4 LFE, Ch 5 Ls, Ch 6 Rs, Ch 7 Lt, Ch 8 Rt)• Tapes sent in HD format will only air in DIRECTV HD originated events. If required, a separate Digi-Beta tape in SD format must also be delivered. DIRECTV will not down convert HD material to air on SD program services

Any questions regarding HD requirements should be directed to: Brian Timm, LABC Media Prep Department (3�0) 964-8539.

CONTACTS

Matt Doucette General Traffic [email protected](3�0) 964-64�7

Paris General Traffic [email protected] (3�0) 964-5597

Tony Flores Tape Issues/General Traffic [email protected] (3�0) 964-6�36

Eric Figueroa Sports Traffic [email protected] (3�0) 964-4628

Mia Crawford Infomercial Issues [email protected] (3�0) 964-486�

Robin Davis General Traffic [email protected] (3�0) 964-4805



CONTACT US

General Market Bob Riordan [email protected] 2�2-205-0600

Sports Offerings Kent Atherton [email protected] 2�2-205-0604

Direct Response Heather Curatolo [email protected] 2�2-205-0603

Spanish Language Estrella Pavez [email protected] 2�2-205-06�3

Sponsorships Rich Forester [email protected] 2�2-205-0602

Research Jennifer Klein [email protected] 2�2-205-0638

Advanced Services Keith Kazerman [email protected] 2�2-205-0605

Original Programming Erin Daley [email protected] 3�0-964-�044

V.P. West Coast Sales J.C. Kawalec [email protected] 3�0-964-5792

V.P. Midwest Region Sales Steve Fish [email protected] 3�2-923-470�

Political Advertising Noelle Morabito [email protected] 2�2-205-0633

High Definition Alison Pascola [email protected] 3�0-964-4746

For Customer Services issues please go to www.directv.com and click on customer service link at the bottom of the page.

El Segundo Headquarters2230 E. Imperial HighwayEl Segundo, CA 90245

New York Sales OfficeOne Rockefeller Plaza 5th FloorNew York, NY �0022

Chicago Sales Office444 North Michigan Ave Suite �970Chicago, IL 606��


MEDIA KIT | ©2009 DIRECTV, Inc. All Rights Reserved.Page 3� |

THANK YOU

Business

Directv Media Kit 9.3.09