Cable Operators

Study: Subs Dig Day-and-Date VOD

10/25/2010 12:01 AM Eastern

New Orleans — After cable engaged in a national ad campaign
to boost consumer awareness of the value proffered by its Movies
on Demand service, study results found that the industry’s
initiative was indeed in demand.

A cooperative venture of eight MSOs and eight studios, the first
flight of the $30 million TV, print and online campaign, themed
“The Video Store Just Moved In,” ran over
a 12-week period last spring, showcasing
an array of recent releases. Movies On Demand
made some of the titles accessible
on the same day and date as DVDs of the
films became available in stores.

CTAM CEO Char Beales said the campaign
was successful, when gauged by a
number of measures in research conducted
by Frank N. Magid Associates.

“We wanted to make cable and Movies
on Demand top-of-mind, particularly
with the struggles of the brick-and-mortar
stores,” Beales said in an interview last week. “Consumers can
make choices and cable gives them more. We were thrilled with
the results.”

Beales said the survey found that “The Video Store Just Moved
In” had a 40% recall rate among respondents.

“With the campaign, we certainly wanted to reinforce the notion
of cable being the top place for movies,” she said.

After being exposed to the campaign, respondents had a
12-point rise in their declared intent to secure titles from Movies
on Demand’s expansive playlist.

The campaign included these cable providers: Armstrong, Bend
Broadband, Bright House Networks, Cablevision
Systems, Comcast, Cox Communications,
Insight Communications
and Time Warner Cable.

Studio partners were 20th Century Fox,
Focus Features, Lionsgate, Rogue, Sony
Pictures Entertainment, Summit Entertainment,
Universal Pictures and Warner
Bros Entertainment.

Beales said a second flight of the Movies
On Demand campaign, featuring different
creative executions, is scheduled to
run in November and early December.

March