The main objective was to increase subscriptions and build loyalty with the existing customer base. With the launch of the campaign in Q4, DIRECTV gained 289,000 net new customers, which doubled the rate of growth from the previous year. Revenues were also up by 8% primarily due to a higher ARPU (Average Revenue Per User) as a result of targeting higher quality subscribers. Additionally, the churn rate for existing customers dropped to 1.44%, compared to 1.52% in 2009. Proving that the new positioning was not only attracting better subscribers, but also building loyalty with existing subscribers.