DirecTV’s “For the Birds” Ad Campaign: No Satellite Dish Required for Streaming

DirecTV is launching a new ad campaign called “For the Birds” to promote its streaming services and emphasize that customers no longer need a satellite dish for their TV service. The campaign features pigeons voiced by former NFL star Deion Sanders, as well as actors Steve Buscemi and Henry Winkler. The goal of the campaign is to inform customers that DirecTV has been offering streaming options since 2016, but many people were unaware of this alternative.

According to Vince Torres, the Chief Marketing Officer at DirecTV, the company conducted research that revealed 75% of consumers still believed a satellite dish was required for their DirecTV service. This misconception prompted DirecTV to refocus its marketing efforts and educate customers about the streaming options available to them. Torres also mentioned that 80% of people prefer not to have a satellite dish on the side of their house, further highlighting the need to promote the streaming alternative.

The ad campaign, which features pigeons looking through windows while people watch DirecTV, has been successful in attracting prospects to DirecTV’s website. Torres reported a 50% increase in website traffic since the campaign’s launch. The addition of Deion Sanders to the campaign is timely, as it coincides with the start of the college football and NFL seasons, as well as other major sports events. Sanders, who is now the head coach of the Colorado Buffaloes, dons a cowboy hat and gold chain in the ads, playing himself.

DirecTV’s ad campaign reflects the changing landscape of the media industry. Satellite TV providers like DirecTV and Dish were once major players in the TV bundle market. However, with the rise of streaming services, many customers have opted to cut the cord and switch to streaming instead. Craig Moffett, an analyst at MoffettNathanson, explained that the rivalry between cable and satellite providers has diminished as streaming has become more popular.

The first quarter of this year saw the largest number of traditional pay TV subscriber losses ever recorded. DirecTV, which now has private financials due to a stake acquisition by TPG, still has approximately 11 million customers across its satellite and streaming services. While most customers still use a satellite dish, DirecTV offers streaming options that can be accessed through devices like Roku or DirecTV’s own hardware, called a Gemini box. The company offers two streaming options: DirecTV Stream, a contract-free internet TV bundle, and DirecTV via internet, which requires a signed contract and the use of the Gemini box.

Torres acknowledged that it has become increasingly difficult for consumers to find the content they want to watch, as it is spread across various TV and streaming services. However, DirecTV aims to stand out by focusing on live sports, which has always been a major selling point for the company. Although DirecTV lost the rights to the “Sunday Ticket” package to Google’s YouTube TV, it still offers the package to bars, restaurants, and other businesses. DirecTV’s streaming services also include all nationally broadcast games and regional sports networks, making it a comprehensive option for sports fans.

Coach Prime’s involvement in the ad campaign is strategic, as he is highly recognizable and effective at delivering messages. Torres believes that Coach Prime’s presence will help build on DirecTV’s brand message and educate the public about the streaming options available to them. By leveraging sports and the popularity of Deion Sanders, DirecTV hopes to attract more customers to its streaming services and dispel the misconception that a satellite dish is still necessary for its service.