DirecTV Cutting the Price of Sunday Ticket, Free For New Customers

If your a fan of DirecTV’s Sunday Ticket, but doesn’t like the price – there’s good news for you today.

DirecTV is cutting the price of its Sunday football package by about 40 percent for existing customers and offering it free to new customers for a year.

The largest U.S. satellite-TV provider said today it is dropping the price for the NFL Sunday Ticket package, which gives users access to all regular season National Football League out-of-market broadcasts, to $199.95 from about $325. Customers that also want access to the games on mobile devices will pay $299.95.

DirecTV will again give Sunday Ticket at no extra charge to new subscribers for the season, although mobile access will now cost new customers $100.

“Charging for digital rights is an experiment,” DirecTV Chief Executive Officer Mike White said in an interview this month. “There aren’t great models in how you get your price elasticities right there. We’re all learning what will the market bear in terms of digital rights.”

Between 2 million and 3 million DirecTV customers subscribed to Sunday Ticket last year. The company has 19.9 million U.S. subscribers.

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