OBT One Big Table Consulting
Content Analytics

DirecTV — Content Affinity

Genre- and title-level affinity scoring per audience cohort, with a programming-mix recommender for retention-at-risk segments.

Dashboard

Interactive KPI dashboard — the live working version embedded below.

Full Report

Full deep-dive analysis with methodology, findings, and recommendations.

Sample Data

A live preview of the raw sample data used in this analysis. Use the download tab for the full file.

Sheet Overview · showing 12 rows.
DirecTV Content-Affinity Targeting — Sample Dataset
OBT Advanced Analytics | May 2026
SheetSub-ModelDescription
Affinity_SubscribersContent Affinity Scoring30 subscriber affinity vectors
Affinity_ClustersContent Affinity Scoring7 cluster profiles and campaign hooks
Affinity_Model_WeightsContent Affinity ScoringGenre weights and scoring parameters
Prospect_ACR_MatchingContent-to-Audience Matching30 prospect households with ACR-inferred affinity
Match_Confidence_TiersContent-to-Audience MatchingChannel allocation by confidence tier
Creative_PerformanceCreative Optimization30 creative variant performance records
Creative_ChampionsCreative OptimizationChampion creative per cluster
Creative_SequenceCreative OptimizationOptimal 3-touch creative sequence per cluster
Combined_ROIAll ModelsCombined suite ROI summary
Sheet Affinity_Subscribers · showing 31 rows.
Sub_IDSports_AffinityDrama_AffinityNews_AffinityMovies_AffinityKids_AffinityReality_AffinitySciFi_AffinityPrimary_Affinity_LabelAffinity_ClusterTop_ShowTop_Team_or_ActorARPU_$LTV_$Churn_Risk
AFF_0010.940.220.180.310.090.110.07Sports Fanatic0NFL Sunday Night FootballDallas Cowboys11845200.07
AFF_0020.880.190.240.280.060.130.05Sports Fanatic0Monday Night FootballLeBron James11242100.09
AFF_0030.910.150.210.330.080.10.06Sports Fanatic0College GameDayNick Saban10839800.08
AFF_0040.850.20.170.270.110.120.08Sports Fanatic0NASCAR Race DayBubba Wallace10538400.1
AFF_0050.970.140.160.220.070.090.04Sports Fanatic0NFL RedZonePatrick Mahomes12448200.06
AFF_0060.180.920.290.440.120.310.22Drama Devotee1House of the DragonEmilia Clarke9629200.13
AFF_0070.140.880.310.380.090.270.19Drama Devotee1The CrownImelda Staunton9127400.15
AFF_0080.210.850.270.410.140.330.18Drama Devotee1SuccessionBrian Cox9428600.14
AFF_0090.160.910.240.360.110.290.21Drama Devotee1The Last of UsPedro Pascal9830100.12
AFF_0100.190.870.330.420.10.250.2Drama Devotee1YellowstoneKevin Costner9327800.14
AFF_0110.220.280.890.310.140.160.18News Seeker3CNN TonightAnderson Cooper7922000.18
AFF_0120.190.240.830.270.110.180.15News Seeker3The Ingraham AngleLaura Ingraham7620500.19
AFF_0130.240.310.870.330.160.140.12News Seeker3Morning JoeJoe Scarborough8123100.17
AFF_0140.180.260.910.290.130.120.11News Seeker360 MinutesLesley Stahl7721400.18
AFF_0150.310.280.190.380.840.220.17Family Viewer2BlueyDave McCormack8831800.09
AFF_0160.280.240.170.410.790.260.2Family Viewer2PAW PatrolCallum Shoniker8530200.11
AFF_0170.330.310.210.360.820.190.15Family Viewer2SpongeBobTom Kenny8730900.1
AFF_0180.270.290.180.430.760.240.18Family Viewer2The SimpsonsDan Castellaneta8429800.12
AFF_0190.170.390.210.520.140.280.88Sci-Fi Explorer1Stranger ThingsMillie Bobby Brown8926800.16
AFF_0200.130.330.180.480.110.220.91Sci-Fi Explorer1The ExpanseSteven Strait8625900.15
AFF_0210.190.410.240.560.160.190.85Sci-Fi Explorer1Dark MatterJoel Edgerton9128100.14
AFF_0220.240.330.210.380.180.870.12Reality Fan5The BachelorJesse Palmer7923400.21
AFF_0230.190.280.170.310.220.920.09Reality Fan5SurvivorJeff Probst7621800.22
AFF_0240.220.310.240.360.190.840.14Reality Fan5Big BrotherJulie Chen8024200.2
AFF_0250.170.270.190.290.160.890.11Reality Fan5Love Island USASarah Hyland7420600.23
AFF_0260.670.620.580.710.540.590.63Multi-Interest6NFL + House of DragonVarious12152400.05
AFF_0270.710.580.620.680.490.550.57Multi-Interest6CNN + YellowstoneVarious11851100.06
AFF_0280.640.650.540.740.610.520.66Multi-Interest6NBA + Stranger ThingsVarious11549200.07
AFF_0290.690.610.570.690.580.610.6Multi-Interest6MLB + The CrownVarious11951800.05
AFF_0300.730.550.630.720.520.480.58Multi-Interest6NFL + BlueyVarious12253800.04
AVERAGE0.4066666666666670.4290.3676666666666670.4213333333333330.2873333333333330.3490.29
Sheet Affinity_Clusters · showing 8 rows.
Cluster_IDCluster_LabelSubscribers_MPct_of_BaseDominant_GenreAvg_Domain_ScoreARPU_$LTV_$Churn_Rate_PctConversion_Rate_PctContent_HookCampaign_ChannelExpected_ROASMonthly_Revenue_$M
0Sports Fanatic1.80.15929203539823Sports0.9411243200.0820.124NFL Sunday TicketCTV + DM13.4×201.6
1Drama Devotee2.10.185840707964602Drama0.919428400.1410.098House of the DragonCTV + Social11.2×197.4
2Family Viewer1.60.141592920353982Kids0.788831200.1080.082Family PackCTV + Email9.8×140.8
3News Seeker1.20.106194690265487News0.827821800.1740.071DirecTV News+Display + Email8.4×93.6
4Budget Streamer1.40.123893805309735Mixed0.446212400.2860.048Base Stream OfferDisplay5.2×86.8
5Late-Night Viewer0.90.079646017699115Movies0.718426400.1630.078On-Demand LibrarySocial + CTV9.1×75.6
6Multi-Screen PU1.30.115044247787611Mixed0.8811851800.0520.132Stream PremiumCTV14.8×153.4
TOTAL10.390.85714285714293074.285714285710.1437142857142860.0904285714285714949.2
Sheet Affinity_Model_Weights · showing 16 rows.
Affinity Score Weighting Parameters
ComponentWeightDescriptionRationale
Hours Viewed0.6Total viewing hours per genreDepth of engagement is primary signal
Session Count0.25Number of distinct viewing sessionsBreadth of recurring interest
Recency0.15Days since last genre view (inverted)Recent behavior more predictive than historical
Total1——
ALS Model Parameters
ParameterValueDescription
Factors (latent dimensions)64Dimensionality of user/item embeddings
Iterations20Training convergence steps
Regularization (lambda)0.1Overfitting penalty
Confidence alpha40Implicit feedback confidence weight
Min viewing hours threshold0.5Minimum to register affinity signal
Cold-start methodUser-KNNNearest neighbor for new subs with <4 weeks data
Cluster count (K)7Matches DirecTV content pillars
Silhouette Score0.71Cluster separation quality metric
Sheet Prospect_ACR_Matching · showing 30 rows.
Prospect_IDData_SourceStateHH_SizeSports_InferredDrama_InferredNews_InferredMovies_InferredKids_InferredCluster_MatchMatch_ConfidencePredicted_LTV_$Content_HookPriority_TierRecommended_Channel
PROS_001Smart TV ACRTX30.880.220.180.310.12Sports Fanatic0.914120NFL Sunday TicketHighCTV + Direct Mail
PROS_002Smart TV ACRCA40.210.840.290.410.18Drama Devotee0.872780House of the DragonHighCTV + Social
PROS_003Nielsen PanelFL20.190.270.880.320.11News Seeker0.822140DirecTV News+HighDisplay + Email
PROS_004ComscoreNY50.340.310.220.440.81Family Viewer0.783020Family PackStandardCTV Only
PROS_005Smart TV ACROH30.910.170.190.280.09Sports Fanatic0.944380NFL Sunday TicketHighCTV + Direct Mail
PROS_006Set-Top BoxGA20.160.890.310.380.14Drama Devotee0.852860House of the DragonHighCTV + Social
PROS_007Nielsen PanelPA40.720.610.580.680.55Multi-Screen PU0.764940Stream PremiumStandardCTV Only
PROS_008Smart TV ACRIL30.240.280.190.360.77Family Viewer0.832980Family PackHighCTV + Email
PROS_009ComscoreNC20.180.330.210.490.12Budget Streamer0.521180Base Stream OfferLowDisplay Test
PROS_010Nielsen PanelMI30.860.210.240.310.11Sports Fanatic0.894020NFL Sunday TicketHighCTV + Direct Mail
PROS_011Smart TV ACRAZ40.220.310.840.270.16News Seeker0.792080DirecTV News+StandardCTV Only
PROS_012Set-Top BoxWA30.170.260.230.850.19Late-Night Viewer0.712560On-Demand LibraryStandardCTV Only
PROS_013Nielsen PanelCO50.680.590.540.710.62Multi-Screen PU0.845080Stream PremiumHighCTV
PROS_014Smart TV ACRTN20.140.880.270.430.11Drama Devotee0.912920House of the DragonHighCTV + Social
PROS_015ComscoreVA30.290.240.190.380.82Family Viewer0.772900Family PackStandardCTV Only
PROS_016Smart TV ACRTX40.930.160.210.290.08Sports Fanatic0.964640NFL Sunday TicketHighCTV + Direct Mail
PROS_017Nielsen PanelCA20.210.330.180.440.14Budget Streamer0.481140Base Stream OfferLowDisplay Test
PROS_018Set-Top BoxFL30.190.280.870.310.12News Seeker0.812160DirecTV News+HighDisplay + Email
PROS_019Smart TV ACRNY40.640.570.610.740.58Multi-Screen PU0.885220Stream PremiumHighCTV
PROS_020ComscoreOH30.220.290.170.820.21Late-Night Viewer0.672480On-Demand LibraryStandardCTV Only
PROS_021Nielsen PanelGA20.840.180.220.270.07Sports Fanatic0.863920NFL Sunday TicketHighCTV + Direct Mail
PROS_022Smart TV ACRPA50.160.910.280.370.13Drama Devotee0.933010House of the DragonHighCTV + Social
PROS_023Set-Top BoxIL30.280.320.190.390.78Family Viewer0.742840Family PackStandardCTV Only
PROS_024Smart TV ACRNC20.190.240.160.420.11Budget Streamer0.441080Base Stream OfferLowDisplay Test
PROS_025Nielsen PanelMI40.710.630.570.690.61Multi-Screen PU0.814980Stream PremiumHighCTV
PROS_026ComscoreAZ30.230.270.910.340.14News Seeker0.852240DirecTV News+HighDisplay + Email
PROS_027Smart TV ACRWA20.170.310.220.780.18Late-Night Viewer0.622380On-Demand LibraryStandardCTV Only
PROS_028Nielsen PanelCO30.890.190.170.260.09Sports Fanatic0.924280NFL Sunday TicketHighCTV + Direct Mail
PROS_029Set-Top BoxTN40.220.860.330.410.17Drama Devotee0.412440House of the DragonLowDisplay Test
PROS_030Smart TV ACRVA50.670.610.550.720.64Multi-Screen PU0.975380Stream PremiumHighCTV
Sheet Match_Confidence_Tiers · showing 5 rows.
TierConfidence_RangeProspects_MPct_UniverseRecommended_ChannelCPM_Cap_$Budget_PctBudget_$MExpected_CPA_$Expected_LTV_$Expected_ROASRevenue_Expected_$M
High>0.8012.40.182352941176471CTV + Direct Mail450.5515.452342011.8×0.00101284615384615
Standard0.60-0.8028.60.420588235294118CTV Only320.359.88421808.2×0.000254333333333333
Low0.40-0.6018.20.267647058823529Display Test120.082.2416812405.1×1.65333333333333e-05
No Match<0.408.80.129411764705882Suppress—0.020.56————
Total—68———128———0.00128371282051282
Sheet Creative_Performance · showing 30 rows.
Creative_IDAffinity_ClusterCluster_LabelCreative_TypeContent_HookHeadlineImpressions_KClicksCTR_PctConvCVR_PctCPA_$Avg_LTV_Acquired_$LTV_Weighted_ROASCreative_ScoreRecommendation
CR_0010Sports FanaticVideo 30sNFL Sunday TicketWatch Every Game Live85052700.00626520.12371916508538974432058.37837837837841.59875589773835PAUSE
CR_0020Sports FanaticVideo 15sNFL RedZoneAll Touchdowns, No Commercials72039600.00554980.12575757575757688418047.51.38439015151515PAUSE
CR_0030Sports FanaticCarouselSunday Ticket OfferYour Team, Your Season68038200.005617647058823534410.1154450261780196402041.8751.25141211117955PAUSE
CR_0040Sports FanaticNativeSport BundleStream Sports Your Way54024800.004592592592592592980.120161290322581112384034.28571428571431.10777760710019PAUSE
CR_0050Sports FanaticStatic DisplayGame Day SpecialCatch Every Play48019400.004041666666666672040.105154639175258148362024.45945945945950.880550550873038PAUSE
CR_0061Drama DevoteeVideo 30sHouse of the DragonThe Epic Continues76041800.00554120.098564593301435494284030.21276595744680.984259505751807PAUSE
CR_0071Drama DevoteeCarouselDrama BundleDrama Without Limits64034200.005343753380.0988304093567251106276026.03773584905660.901095223194583PAUSE
CR_0081Drama DevoteeVideo 15sHotD S3 ClipDon't Miss the Season Finale59029800.005050847457627122840.0953020134228188118269022.79661016949150.828849789557502PAUSE
CR_0091Drama DevoteeNativeFree 30 DaysStart Streaming Today51023400.004588235294117652180.0931623931623932134258019.25373134328360.753134707308105PAUSE
CR_0101Drama DevoteeStatic DisplayBinge PassYour Drama. Anytime.44018200.004136363636363641640.0901098901098901178244013.70786516853930.635547538136021PAUSE
CR_0112Family ViewerVideo 30sFamily PackSomething for Everyone68036400.005352941176470592980.0818681318681319112312027.85714285714290.903570297349709PAUSE
CR_0122Family ViewerStatic DisplayKids ShowsKeep the Kids Happy56026800.004785714285714292180.0813432835820896136298021.91176470588240.782904004138969PAUSE
CR_0132Family ViewerCarouselBundle DealFamily Fun Bundle52024400.004692307692307691980.0811475409836066148286019.32432432432430.730646953069084PAUSE
CR_0142Family ViewerNativeBundle DealGreat Value for Families48021800.004541666666666671740.0798165137614679162272016.79012345679010.677112579992072PAUSE
CR_0152Family ViewerVideo 15sKids BundleBluey + 100s of Shows44019400.004409090909090911480.0762886597938144198256012.92929292929290.592674541809851PAUSE
CR_0163News SeekerNativeDirecTV News+Stay Informed, Stay Ahead42020400.004857142857142861480.0725490196078431134218016.26865671641790.652542602115473PAUSE
CR_0173News SeekerStatic DisplayNews+ FeaturesNews You Can Trust38017200.004526315789473681220.0709302325581395162206012.7160493827160.577839347507442PAUSE
CR_0183News SeekerVideo 15sBreaking NewsLive Breaking News 24/736015800.004388888888888891080.0683544303797468176200011.36363636363640.545467699143332PAUSE
CR_0193News SeekerCarouselSubscribeAll Your Channels in One Place32013400.0041875880.065671641791044821418808.785046728971960.488278593161529PAUSE
CR_0204Budget StreamerStatic DisplayLow PriceStream from $29.99/mo48018800.00391666666666667880.046808510638297919812406.262626262626260.399765379862454PAUSE
CR_0214Budget StreamerNativeFree TrialTry Free for 30 Days42014800.00352380952380952680.04594594594594623411805.042735042735040.373151354651355PAUSE
CR_0224Budget StreamerVideo 15sPrice LockLocked-In Low Price38012200.00321052631578947520.042622950819672127811204.028776978417270.345834599102427PAUSE
CR_0234Budget StreamerCarouselBase StreamStart Streaming Today34010400.00305882352941177380.036538461538461531210403.333333333333330.319567119155354PAUSE
CR_0245Late-Night ViewerVideo 15sMovie TrailerTonight's Blockbuster Pick52024800.004769230769230771940.0782258064516129128264020.6250.750913151364764PAUSE
CR_0255Late-Night ViewerCarouselOn-DemandOn-Demand, All Night Long48022400.004666666666666671740.0776785714285714142254017.8873239436620.694936955063716PAUSE
CR_0265Late-Night ViewerNativeWatch NowThousands of Movies & Shows44019800.00451520.0767676767676768164242014.75609756097560.630282304754866PAUSE
CR_0275Late-Night ViewerStatic DisplayMovie LibraryYour Late-Night Companion38015800.004157894736842111180.0746835443037975196224011.42857142857140.559135885600076PAUSE
CR_0286Multi-Screen PUVideo 15sStream PremiumStream on Every Screen78050200.006435897435897446680.13306772908366558518089.31034482758622.23638722651393PAUSE
CR_0296Multi-Screen PUCarouselAll DevicesWatch Anywhere, Anytime68042800.006294117647058825480.1280373831775768492072.35294117647061.88700123694338PAUSE
CR_0306Multi-Screen PUNativeGo PremiumPremium Content, Premium Value58033800.005827586206896554280.12662721893491186468054.41860465116281.5249110136517PAUSE
Sheet Creative_Champions · showing 7 rows.
RankCreative_IDCluster_LabelCreative_TypeContent_HookCTR_PctCVR_PctLTV_Acquired_$Creative_ScoreBudget_Share_PctStatusNext_Challenger
1CR_047Sports FanaticVideo 30sNFL Sunday Ticket0.0720.12443209.40.78CHAMPIONCR_048
2CR_091Multi-Screen PUVideo 15sStream Premium0.0680.13251809.10.74CHAMPIONCR_092
3CR_023Drama DevoteeCarouselHouse of Dragon S30.0590.09828408.80.71CHAMPIONCR_024
4CR_112News SeekerNativeDirecTV News+0.0540.07121808.20.68CHAMPIONCR_113
5CR_078Family ViewerVideo 30sFamily Pack0.0490.08231207.90.65CHAMPIONCR_079
6CR_034Late-NightCarouselOn-Demand Lib0.0420.07826407.40.62OPTIMIZECR_035
7CR_056Budget StreamerStaticBase Stream0.0280.04812405.10.48OPTIMIZECR_057
Sheet Creative_Sequence · showing 7 rows.
Cluster_LabelTouch_1_FormatTouch_1_HookTouch_1_ChannelTouch_2_FormatTouch_2_HookTouch_2_ChannelTouch_3_FormatTouch_3_HookTouch_3_ChannelSequence_ROASSequence_LTV_$vs_Single_Touch_Lift
Sports FanaticVideo 30sNFL HighlightsCTVCarouselSunday Ticket OfferSocialNativeSign Up NowDisplay13.4×4320+42%
Drama DevoteeVideo 30sHotD S3 ClipCTVCarouselDrama BundleSocialNativeFree 30 DaysDisplay11.2×2840+38%
Family ViewerVideo 30sKids ShowsCTVStaticFamily PackEmailNativeBundle DealDisplay9.8×3120+31%
News SeekerNativeBreaking NewsDisplayStaticNews+ FeaturesEmailVideo 15sSubscribeCTV8.4×2180+27%
Budget StreamerStaticLow PriceDisplayEmailPrice LockEmailNativeFree TrialDisplay5.2×1240+18%
Late-NightVideo 15sMovie TrailerSocialCarouselOn-DemandCTVNativeWatch NowDisplay9.1×2640+34%
Multi-ScreenVideo 15sStream AppCTVCarouselAll DevicesSocialNativeGo PremiumCTV14.8×5180+48%
Sheet Combined_ROI · showing 4 rows.
ModelAnnual_Cost_$MRevenue_Impact_$MNet_Benefit_$MROI_MultiplePayback_MonthsKey_MetricMetric_Value
Content Affinity Scoring1.6318316.4198.750.060377358490566Conversion Lift4.1×
Content-to-Audience Matching2.1214211.9101.9047619047620.117757009345794CPL Reduction-65%
Creative Optimization1.3104102.7800.15Creative Testing Cycle72 hrs
Full Content-Affinity Suite5636631127.20.0943396226415094Overall ROAS13.2×

Downloads

Source artefacts behind this analysis — case study writeups, raw data, and deliverable templates.

XLSX
DirecTV_Content_Affinity_Data.xlsx Excel Data · ~35 KB Download →
DOCX
DirecTV_Content_Affinity_Report.docx Word Document · ~24 KB Download →