When it comes to buying national linear cable TV advertising, traditional national units aren’t the only option. Many leading direct-to-consumer (DTC) television advertisers are turning to a lesser-known option called “DPI” units. These DPI units offer substantial savings, often discounted by as much as 90% compared to regular national unit rates. This discount exists because DPI units are subject to local market cover-up by multiple video programming distributors (MVPDs) such as Comcast, Charter, DirecTV, Dish, YouTube TV, and others. [For a more detailed explanation, please click here.]
DRMetrix is one of the only competitive television media research providers tracking DPI unit airings across more than 160 national networks. As competitive intelligence becomes increasingly critical, DPI unit tracking is a key component of strategic planning for brands. The chart below highlights 20 of the top DTC television brands that heavily invested in DPI units in 2024. For instance, DRMetrix’s data shows that 31% of 4-imprint’s national linear ad units are DPI units. Care.com leads the pack, with 58% of their total national linear units being DPI units.
It’s important to note that DPI units are not yet rated by any currency provider. However, advertisers are increasingly using a combination of deterministic and probabilistic methods to link DPI unit purchases to measurable business outcomes. This approach has gained significant adoption, with DTC television brands purchasing nearly 3 million DPI units from national cable networks in 2024 alone. Among the nearly 1,300 brands that bought national DPI units in 2024, 568 of them ran campaigns where DPI units accounted for 20% or more of their total ad placements. For more information, and to discover how many DPI units your competitors are purchasing, please email [email protected]
