Unruly with the Assist! How 
DIRECTV Wins in the Live Sports 
& Programmatic Game

Date: March, 2023 Location: US

It has often been said that as long as live sports were broadcast on linear TV, streaming would remain an underdog in securing the sports viewers at the scale needed to meet advertiser demands. But those days are in the past as users toggle between both a linear TV and digital viewing experience, and DIRECTV—the leader in live sports—is now on a fast break to success.


Since 2022, DIRECTV Advertising has partnered with Nexxen to both monetize their premium live sports inventory and enable advertisers to seamlessly reach their expansive and coveted live sports audiences year-round. In addition to the quality demand sourced from Nexxen, DIRECTV Advertising’s access to Nexxen's CTRL self-service platform and its capabilities have been crucial to create live sports PMP deals (e.g., dayparting and channel targeting), and DIRECTV Advertising has continued to reap the benefits including increased revenue and scalable live sports audience delivery.

Key Results

The playbook that helped DIRECTV Advertising score big


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