Pay-Per-View Landscape

Jillian Koehnken: CDM Reach Intern

Tuesday, August 12th 2014

Table of Contents

History of PPV

Timeline

PPV Competitive Landscape

Pricing

PPV Affiliate Marketing

Learnings

History of PPV Timeline

1970 2015

Boxing (HBO) WWE

Boxing (Showtime) UFC Movies TNA Bellator

October 1st 1975

March 31st 1985

June 27th 1988

November 12th 1993 2000 November 7th

2004May 17th

2014

PPV Competitive Landscape

MMA Boxing Wrestling

Bellator on PPV

Event Date Location Buyrate Pricing

Rampage vs.

King MoBellator 120 May 17, 2014 Memphis, TN 100,000 $34.99 SD

$44.99 HD

Cable Providers Print Ad Direct Mail E-blasts Website External Site Social

4.5M

2.3M

8.5M

2014 Frequency:TBD

Bellator PPV DirecTV Marketing

DirecTV Social

DirecTV E-blast

Bellator 120: Rampage vs. King Mo

Bellator PPV Time Warner Marketing

Time Warner Social Time Warner Bill Inserts

Time Warner Cable Internal Websites & Power On Channel Banners

Bellator PPV Verizon Marketing

Verizon Social

UFC PPV

Event Date Location Buyrate Pricing

Ken Shamrockvs.

Royce GracieUFC 1 November 12, 1993 Denver, CO 86,000 $29.95SD

Weidman vs. Machida UFC 175 July 5, 2014 Las Vegas, Nevada 800,000 $44.99SD

$54.99HD

2014 Frequency:1-2 PPVs a month

Cable Providers Print Ads Direct Mail E-blasts Website External Site Social

4.5M

2.3M

8.5M

UFC PPV DirecTV Marketing

DirecTV Direct Mail Magazine Ad External Sites

DirecTV Social DirecTV Site

UFC PPV Time Warner Marketing

Time Warner E-blasts

Time Warner Social Time Warner Site

UFC PPV Verizon Marketing

Verizon Google+ Ad

HBO Boxing PPV

Event Date Location Buyrate Pricing

1ST PPVMuhammad Ali

vs. Joe Frazier

October 1, 1975

Quezon City, Philippines 400 -

Most Recent PPV

Cotto vs. Martinez June 7, 2014 New York, NY 315,000 $54.99SD

$64.99HD

Cable Providers Print Ads Direct Mail E-blasts Website External Site Social

4.5M

2.3M

8.5M

2014 Frequency:1 PPV a month

HBO Boxing PPV DirecTV Marketing

DirecTV Social

HBO Boxing PPV Time Warner Marketing

Time Warner Social Time Warner External Sites

HBO Boxing PPV Verizon Marketing

Verizon Marketing

Poor presenceSolutions:• No Social

presence• Wasted space in

venues• Only features

one upcoming fight on their website at a time

Showtime on Boxing PPV

Event Date Location Buyrate Pricing

1st PPV Tyson vs. Spinks June 27, 1988 Atlantic City, NJ 600,000 $34.99SD

Most Recent PPV Canelo vs. Lara July 12, 2014 Las Vegas,

Nevada 250,000 $49.99SD/ $59.99HD

Cable Providers Print Ads Direct Mail E-blasts Website External Site Social

4.5M

2.3M

8.5M

2014 Frequency:1-2 PPVs a month

Showtime Boxing PPV DirecTV Marketing

DirecTV Social

DirecTV Site

Showtime Boxing PPV Time Warner Marketing

Time Warner Social

Showtime Boxing PPV Verizon Marketing

Verizon Social Verizon Site

WWE PPV

Event Date Location Buyrate Pricing

1st PPV WrestleMania March 31, 1985 New York, NY 50,000 -

Most Recent PPV

WWE Battleground July 20, 2014 Tampa, FL 122,000 $44.95

“WM” - $59.95

Cable Providers Print Ads Direct Mail E-blasts Website External Site Social

4.5M

2.3M

8.5M

2014 Frequency:1 PPV a month

WWE: Over-The-Top

• The WWE Corporation developed a new platform in February this year to launch its long-in-the-works network for only $9.99 a month

• WWE Network is also available via Playstation, Xbox and Roku

WWE PPV DirecTV Marketing

DirecTV Social

DirecTV Out of Home

DirecTV Site External Sites

WWE PPV Time Warner Marketing

Time Warner Social Time Warner Site

WWE PPV Verizon Marketing

Verizon Site

TNA PPV

Event Date Location Buyrate Pricing

1st PPV Victory Road November 7, 2004 Orlando, FL 10,000 $9.95

Most Recent PPV Slammiversary XII June 15, 2014 Arlington, TX - $44.95

Cable Providers Print Ads Direct Mail E-blasts Website External Site Social

4.5M

2.3M

8.5M

2014 Frequency:4 PPVs a year

TNA PPV DirecTV Marketing

DirecTV Site

DirecTV Social

TNA PPV Time Warner Marketing

Time Warner Site

TNA PPV Verizon Marketing

Poor presenceSolutions:• No Social

presence• Wasted space in

venues• Only features

one upcoming fight on their website at a time

Verizon Marketing

Learnings

• Social Media is the best way to drive engagement• Sense of rivalry between popular key players will

generate more views and PPV buys• Animated ads with pictures will grasp more

attention• Promotions such as weigh-ins and interviews

generate hype prior to PPVs• Make use of all space for advertising

Thank you!