Campaign Touts Cable as Top Choice for Movies

A cable industry ad campaign to increase consumer awareness of the value offered by its Video or Movies on Demand service succeeded, according to Cable & Telecommunications Association for Marketing CEO Char Beales. Called “The Video Store Just Moved In,” the campaign showcased new movie releases, including some titles that were available on the same day and date that the DVDs of the movies became available in stores.

Post-campaign surveys showed a 40 percent recall rate among respondents and a 12-point rise in their declared intent to buy titles from their service provider’s Video or Movies on Demand playlist.

“Consumers can make choices and cable gives them more,” Beales told Multichannel News. “With the campaign, we certainly wanted to reinforce the notion of cable being the top place for movies.”