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DirecTV to Pitch Its Own DVR

DirecTV is introducing a $30 million advertising campaign on Monday to promote its own digital video recorder, The New York Times reports. Of DirecTV’s 14.7 million customers, 2.3 million now subscribe to TiVo. DirecTV now pays TiVo a monthly fee of $1.13 per TiVo subscriber.

The campaign, created by the New York office of BBDO Worldwide, is running on network and cable television on shows like Desperate Housewives, CSI: NY and SportsCenter, and in magazines like Entertainment Weekly, Men’s Journal and Cargo. Ads will also run on radio and in newspapers in the Top 20 markets in the U.S.

 

DirecTV, which is based in El Segundo, Calif., plans to spend $30 million on the DVR campaign in the fourth quarter. According to TNS Media Intelligence, the company’s advertising expenditures have increased annually since 2001, growing from $175 million that year to $237 million last year.