Chance at an HDTV Set Boosts Buy Rates

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Systems participating in TVN Entertainment's third “Watch and Win” sweepstakes saw an increase in buy-rates from 56% to 93% for the seven-week period, plus a “halo effect” of higher buy-rates for titles that weren't specifically promoted in the campaign, the programmer said.

Charter Communications, Mediacom Communications, Bresnan Communications and Verizon Communications participated in the sweepstakes. Of the movies promoted, The Nanny Diaries, Harry Potter and the Order of the Phoenix, Superbad and Rush Hour 3 were among the 10 most-watched on-demand titles during the campaign period in the participating systems.

Viewers were enticed into the promotion with the promise of a chance to win a 50-inch HDTV set and a year of digital services from their provider. According to TVN, 8% of those participating purchased a movie after watching its particular trailer.

Increased usage and movie buy-rates were recorded among both VOD current users and non-users, TVN said. The promotion passed 4 million VOD-enabled households; 12% entered the sweepstakes, according to the Los Angeles, Calif.-based content distributor.

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