Advertising Methods of America’s Antivirus – PC Matic

PC Matic – A Direct Response Advertiser

Lately, we have been receiving a significant amount of feedback regarding ad placements, specifically when they air.  This feedback has included praise for what shows we air on, to indifference, to threats of boycotts.  We wanted to address these concerns immediately, however, there are a few things people need to know.

First, we are not what is called a general advertiser.  General advertisers utilize an ad agency.  The ad agencies are able to request when their client’s ads air, or don’t air.

Unlike a general advertiser, PC Matic is a direct response advertiser.  What this means is, we place orders containing rates for the air time that is remaining after the general advertisers have chosen their ad spots.  Therefore, we are not guaranteed any air time at all.  We simply receive whatever ad spots are available and within our order.  Also, for some of the TV providers, specifically Dish Network and DirectTV, we place orders based on what is called a “news cluster”.  The news cluster contains a predefined list of news networks such as Fox News, CNN, MSNBC, etc.  When an ad spot clears for the cluster, we air at the same time on all of the networks within the cluster.  For example, an ad that is on at 9:20 p.m. EST on Fox News, will also be on at 9:20 p.m. EST on CNN and MSNBC.

We understand the concerns expressed regarding our ads airing during certain programming.  However, it is important our customers understand, our ad placements are out of our control.  We do not have an ad agency to decide when our ads air, nor do we purchase ad space based on programming.

For readers who encourage us to obtain an ad agency to gain control over when our ads will air, PC Pitstop CEO and founder, Rob Cheng, explains his decision not to hire an ad agency here.

We hope our supporters understand our advertising methods a bit better.  If anyone has questions, feel free to drop a comment below.

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14 thoughts on “Advertising Methods of America’s Antivirus – PC Matic

  1. watching a news opinion channel and your ad came on (9 August 2018 approximately 9:18pm). i was appalled by the use of a Atlanta and a Black Woman to say how in danger and fearful people should be. Continuing to use the word “black” as a negative and then when describing your product , your si called “white” list is the savior or hero..
    your ad placement with Ingram is no mistake and is full of racist dog whistles just to sell a product. your ad placement is international.
    i plan ti draw great attention to your racist company

    • The woman featured in our ad when we discuss Atlanta is the Mayor of Atlanta. Her race has nothing to do with her position as a leader in her city. In addition, the terms we use to describe our product such as using a whitelist approach vs a blacklist based approach are industry terms for security. We did not create them, and again they have nothing to do with race.

  2. You have the power to tell your ad agency you DO NOT WANT to advertise on Laura Ingraham’s program. If they tell you they can’t be sure if your ads are playing on FOX that her show won’t be one you advertise on, you can then specify to drop FOX completely. Choices can be made with your money.

  3. i’m gramma with 24 grandchildren, all attending public schools and to imagine a gunman killing even one of mine, or someone else’s child, is abhorrent … i cannot support a company who shills for vitriolic mean #LauraIngraham … STOP ADVERTISING AND SUPPORTING #FoxNews … ps and by the way, #FoxitNews is not a *news station,* it’s registered with the FCC as an entertainment station … so call it what it is, entertainment disguised as *news* … and a way into more pocketbooks … QUIT SUPPORTING AND ADVERTISING ON #FOXITNEWS …..

  4. So Your saying you will continue to support adults attacking children who are victims of a school shooting. That sure makes me want to buy your products. ‍♂️

  5. That is a copout, PCmatic. YOu have absolute control over where you advertise. You can set limitations as to where your ads air and you have chosen to include @ingrahamangle in the pool of advertising possibilities. I will continue to actively seek boycott of your products with 5x daily tweets until you do the right thing…which I already believe you are doing. You are actively supporting @ingrahamangle and will get just desserts for support of a lying racist..

  6. You have no control over where your ads run? Puh-leeze.

    Craven or lying, take your pick. Helpless isn’t an option here.

    • Hi Jim,
      To a certain extent, we do. We place offerings within a “news cluster”, so we do choose to advertise on news networks. However, the timeslots we air are not in our control. Like mentioned in the article, we are not a general advertiser, so we do not choose to air at 8:30 a.m. CST during XX show. If there are slots that need filled after the general advertisers have chosen their spots, we get those. For example, if there is a time slot open throughout the news cluster at 11:23 a.m. CST, and it is within our offering, we will get that spot. Then our PC Matic ad will air at 11:23 a.m. CST on all news networks within that cluster — CNN, MSNBC, Fox News, etc.

      I hope this further clarification helps you to understand our advertising methods a bit better. Thank you for sharing your feedback!

  7. You have complete contro over associating your brand with extremism or not.

    You are making a stand by advertising on Fox and your customers hear your indifference.

    It will hurt your brand and it *should*

  8. Please ignore these idiots that complain about ad placement. Just keep doing what you are doing and how you do it to get your word out. You guys are awesome and I love your product. I’m in my 70’s and proud to say I now have almost all of my family running PC Matic! Amazing product.

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