pay-per-view landscape (internship presentation)
TRANSCRIPT
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Pay-Per-View Landscape
Jillian Koehnken: CDM Reach Intern
Tuesday, August 12th 2014
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Table of Contents
History of PPV
Timeline
PPV Competitive Landscape
Pricing
PPV Affiliate Marketing
Learnings
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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
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PPV Competitive Landscape
MMA Boxing Wrestling
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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
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Bellator PPV DirecTV Marketing
DirecTV Social
DirecTV E-blast
Bellator 120: Rampage vs. King Mo
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Bellator PPV Time Warner Marketing
Time Warner Social Time Warner Bill Inserts
Time Warner Cable Internal Websites & Power On Channel Banners
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Bellator PPV Verizon Marketing
Verizon Social
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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
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UFC PPV DirecTV Marketing
DirecTV Direct Mail Magazine Ad External Sites
DirecTV Social DirecTV Site
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UFC PPV Time Warner Marketing
Time Warner E-blasts
Time Warner Social Time Warner Site
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UFC PPV Verizon Marketing
Verizon Google+ Ad
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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
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HBO Boxing PPV DirecTV Marketing
DirecTV Social
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HBO Boxing PPV Time Warner Marketing
Time Warner Social Time Warner External Sites
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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
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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
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Showtime Boxing PPV DirecTV Marketing
DirecTV Social
DirecTV Site
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Showtime Boxing PPV Time Warner Marketing
Time Warner Social
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Showtime Boxing PPV Verizon Marketing
Verizon Social Verizon Site
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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
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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
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WWE PPV DirecTV Marketing
DirecTV Social
DirecTV Out of Home
DirecTV Site External Sites
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WWE PPV Time Warner Marketing
Time Warner Social Time Warner Site
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WWE PPV Verizon Marketing
Verizon Site
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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
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TNA PPV DirecTV Marketing
DirecTV Site
DirecTV Social
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TNA PPV Time Warner Marketing
Time Warner Site
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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
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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
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Thank you!