DirecTV Shows Subscriber Gains, As Rivals See Loss

DEBORAH YAO

Satellite TV operator DirecTV Group Inc. was one of the few pay-TV companies to gain subscribers in the third quarter, though earnings stayed steady because of the higher costs it incurred attracting and serving those new customers.

DirecTV said Thursday that a marketing partnership with AT&T Inc. that began in February accounted for most of the increase in U.S. subscribers, but it likely also retained subscribers and gained new ones because of a perennial favorite, the NFL Sunday Ticket package that airs out-of-market games to football fans.

DirecTV, which is controlled by media mogul John Malone's Liberty Media Corp., has focused on attracting consumers who don't mind paying more for quality TV as long as they get football and other packages they want.

"DirecTV's high-end positioning has insulated it from the downturn," Craig Moffett, senior analyst at Sanford Bernstein, said in a research note. "Among all the cable and satellite incumbents, DirecTV has been the sole provider able to maintain video subscriber growth."

The company believes the Sunday Ticket is so valuable that in March it agreed to pay the National Football League 43 percent more — to $1 billion a year — to extend the contract another five years.