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November 18, 2005

Product Naming: A Town Named Dish Revisited

In an earlier I discussed DISH Network's offer of free service in exchange for a town changing its name. By now, I am sure many of you are aware that Clark, Texas .

They accepted DISH's offer to re-name Clark, Texas to Dish, Texas in exchange for 10 years of free service for a town's 55 households.

I'd say that DISH Network is getting one heck of a deal. If one assumes that the value of the service is $75 per month per household times 120 months, this equals $495,000 in retail pricing. However, the true cost of this offer to DISH Network is likely half of that, or $247,500, if one assumes a 50% gross margin.

In comparison, the average 30-second commercial on the Survivor show is $350,000, so I think DISH Network struck quite a deal.

DISH Network will be getting free brand exposure over a decade for less than the price of one 30-second TV spot.

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Posted by William Lozito at November 18, 2005 1:19 PM
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» Dish, Texas from All Things TV - TiVo, Dish Network, DirecTV
You may have heard that Dish Network made a very interesting offer recently. For any town willing to change its name to "Dish", Dish Network would give all residents free Dish satellite tv service for 10 years. Well, it seems Clark, TX recently took th... [Read More]

Tracked on November 18, 2005 7:29 PM

1 Comment

Granted, Dish Network received a "deal" when you look at the media costs of the publicity received via the stunt versus paid media - but haven't they also taken on a considerable risk? What happens when someone in Dish, Texas switches to cable?

I think it would be interesting to know more about this "deal" cut by Dish Network.


Mike Bawden
Brand Central Station

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