Pay-Per-View Landscape (Internship Presentation)
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Pay-Per-View Landscape Jillian Koehnken: CDM Reach Intern Tuesday, August 12 th 2014
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Transcript of Pay-Per-View Landscape (Internship Presentation)
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!
