DirecTV is dropping the price for its exclusive NFL Sunday Ticket package this year to $199.95 for existing customers, about a 40% reduction over last year’s cost, the company announced today. That’s the lowest price for the service in almost 10 years. Bloomberg said 2 million-3 million of the satellite service’s 19.9 million U.S. subscribers signed up last year for the NFL suite — which among other bells and whistles offers up every game on the schedule in HD. Spurred by a promotion giving new subs Sunday Ticket for free, it helped DirectTV add 327,000 new customers in the third quarter, the largest gain since 2009. The company is hoping for another bump with the price cut. Among the new offerings is the NFL Sunday Ticket Max package, for which subs can have mobile access for $100 more. That service includes the popular Red Zone Channel, which tracks all games and alerts viewers when teams are close to scoring.