CTAM Summit: Cable's 'Video Store' Campaign Moved Demand


Complete CTAM Summit 2010 coverage

After cable engaged in 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, some of the titles which Movies On Demand made accessible on the same day and date as their DVD counterparts became available in stores.

CTAM president and 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," said Beales in an interview last week. "Consumers can make choices and cable gives them more. We were thrilled with the results."

The survey and the campaign were to be examined in more detail during a Monday afternoon session entitled "The Video Store Moved In: What's Next For Movies On Demand" at the CTAM Summit 2010 in New Orleans.

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

Moreover, there was a 5-point uptick among survey respondents who recognizes that cable presents the most current titles and a 10-point jump to 62% of respondents, whose perception is that cable offers the widest variety of movies.

"With the campaign, we certainly wanted to reinforce the notion of cable being the top place for movies," said Beales.

Perhaps most importantly, after being exposed to the campaign there was a 12-point rise among respondents indicating their intent to secure titles from Movies on Demand's expansive playlist.

Beales said that with industry-wide campaigns it sometimes becomes difficult to find consensus on creative when "too many arrows are being directed. In this case, we think we the creative by committee really worked."

The MSOs involved with the campaign: Armstrong, Bend Broadband, Bright House Networks, iO TV, Comcast, Cox, Insight and Time Warner Cable. On the studio side, the partners were 20th Century Fox, Focus Features, Lionsgate, Rogue, Sony Pictures Entertainment, Summit Entertainment, Universal Pictures and Warner Bros Entertainment, Inc.
Beales said a second flight of the Movies On Demand, featuring different creative executions, are scheduled to run in November and early December.

A meeting will be held at the CTAM Summit on Tuesday to discuss 2011 strategies for the Movies On Demand campaign, according to Beales.

Frank N. Magid Associates' research results were collated from a pre-sample survey of 2005 males and females ages 18 to 54 and then assessed against responses from 2046 men and women of the same age in the post sample. The margin of error was +/- 2.5%