DIRECTV: Football on your phone

This case study describes how US satellite TV company DIRECTV exploited its flagship product, NFL Sunday game, to attract new subscribers and increase revenue in a highly competitive and cluttered market.

DIRECTV: Football on your phone

Grey New York

What were the objectives for the creative work?

Category and Marketing Dynamics

DIRECTV is an American satellite pay TV provider that uses direct response marketing to sell its TV packages. Direct response marketing by definition is straightforward and direct to get an immediate response from consumers. It is not typically thought of as having especially creative campaigns.

The pay TV market is saturated, mature and dominated by Cable (e.g., Time Warner Cable, Comcast XFINITY and Telco giants (e.g., AT&T U-verse and Verizon FiOS). Together they represent 66% of the market, compared to...

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