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The lockout is over: DirecTV hopes for a big win

By Sarah Ohmart-New, Aug 11, 2011

The dust has settled and the NFL dispute has reached a resolution.  Sports fans are thrilled, the NFL is ecstatic…but where does that leave DirecTV?  Despite what appears to be a win-win-win, let’s not jump to the conclusion too fast… 

During the lockout, and prior to the typical advertising blitz for the NFL Sunday Ticket package, DirecTV  introduced a radical shift in its marketing strategy by offering the NFL Sunday Ticket at no extra charge for new subscribers who purchase Choice Xtra and above.  The “push” model was expected to help drive customer acquisitions during a somewhat volatile time…but the signature programming apparently did not have the appeal and carried less of a WOW factor than what was expected.  In fact, based on the recent Q2’11 earnings results, it appears as though the NFL labor dispute strained both acquisitions and retention efforts despite the aggressive measures taken by DirecTV. 

Regardless, DirecTV remains committed and has launched its marketing blitz in support of its exclusive NFL Sunday Ticket with new commercials featuring former NFL standout Deion Sanders.  Initial messaging highlights every game, every Sunday and live games on your laptop, tablet or cell phone.   Out of the gate, the ads have been met with controversy…and even litigation.  But don’t expect that to slow down DirecTV.  Their tactical playbook runs deep and true to their defensive style, they will rollout heavy ad support to recoup what was a rough pre-season start.