THE ROAD TO 2027 STARTS NOW

Across media, technology, and marketing, several shifts are already influencing how brands plan, invest, and measure success. Looking toward 2027 and beyond, accountability, convergence, and longer planning timelines are becoming increasingly important.

AI Claims to AI Results

As AI adoption matures, marketers are focusing less on capabilities and more on measurable business impact. Proof of value is becoming a key factor when evaluating partners, platforms, and investments.

Convergent TV Gains Momentum

As linear, streaming, and digital video continue to converge, advertisers are taking a more unified approach to video investment. Success will increasingly depend on reaching audiences across the premium video ecosystem.

Major Moments, Earlier Timelines

With the 2028 Olympics and election cycle already on the horizon, planning timelines are extending beyond traditional buying cycles. As competition around major events continues to build, advertisers are beginning to look further ahead when evaluating opportunities.

TV AT THE HEART OF THE HOLIDAYS

TV Drives Holiday Inspiration

64%

of DIRECTV viewers agree holiday movies and specials influence some shopping ideas¹

61%

of DIRECTV viewers get holiday gift inspiration from commercials on TV¹

Source 1: DIRECTV Advertising custom surveys via Suzy, May 2026 survey of 1897 US adults 18+ DIRECTV Sub n = 882, Non Sub n = 1015

Holiday Trends and Insights

See what our research reveals about holiday consumer behavior and the role TV plays throughout the season.

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Turn Holiday Insights into Action

Activate against key seasonal audiences with solutions designed to support your holiday campaigns.

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WINNING THE FOOTBALL WEEKEND

NFL Season Kicks Off Strong on DIRECTV

13.6M

total viewers reached²

54%

of viewers tuned in with someone else³

Source 2: Nielsen Media Research, R&F Program Report, 1 min qual, Live+SD, NFL Coverage on Cable/Broadcast/Live Streaming including pre and post game coverage, 9/9/26 - 9/14/26; DIRECTV = DIRECTV Satellite/DIRECTV Stream/U-verse; Other MVPDs/vMVPDs = Comcast/Spectrum/YouTube TV/Dish/Sling/Hulu/Verizon/Cox/Altice.

Source 3: Nielsen Media Research, Co-Viewing Program Report, Live+SD, NFL Coverage on Cable/Broadcast/Live Streaming excluding pre and post game coverage, 9/9/26 - 9/14/26; DIRECTV = DIRECTV Satellite/DIRECTV Stream/U-verse; P2+ primary co-view SHR % with another P2+

DIRECTV Football Insights

Explore the audience behaviors and viewing trends that make DIRECTV football fans a valuable audience for advertisers.

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Stay in the Game with DIRECTV Remote

Unlock the power of live sports with DIRECTV Remote and put your brand alongside the games, playoffs, and championships fans can’t miss.

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IN THE NEWS

Vote for DIRECTV Advertising

DIRECTV Advertising is in consideration for The Moment of the Year. The nomination recognizes The Week-Long Metaphor for DIRECTV, a campaign that transformed Upfront Week into a real-world demonstration of how DIRECTV connects today's fragmented TV ecosystem.

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Honoring Industry Leadership

Amy Leifer, Chief Advertising Sales Officer at DIRECTV Advertising, earned two industry honors recognizing her leadership in media and advertising.

2026 AdExchanger Top Woman in Media

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2026 Cynopsis Top Woman in Media

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The Future of Media Buying

DIRECTV Advertising is a key partner in Magnite’s expanded AI-driven Orchestration platform, helping make addressable TV inventory easier to discover, evaluate, and activate through automated buying workflows.

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Pause Ads Gain Momentum

Pause ads are emerging as a powerful CTV format, with DIRECTV Advertising research showing viewers prefer them to static screens and are more likely to engage with relevant messaging.

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