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<br />MARKETING NEW MEDIA/Dec. 16, 1991/P. 2 of 8 %
<br />PROBING PPV PROMOTIONAL SPENDING (continued from P. 1)
<br />What,'s more, higher promotional spending doesn *t necessarily equate
<br />to better marketing. Cable operators have generated substantialbuy rates
<br />via cost-effective campaigns based largelyon cross-channel promotions.
<br />The initial findings, however, mirror those from last year's study
<br />of 1990 datafrom 60 systems (MARKETING NEW MEDIA, 1/21/91). We intend to
<br />revisit 1991 figures in greater detail as more systems furnish information.
<br />1991 PAY-PER-VIEW MARKETING ANALYSIS
<br />(Ranked by Net PPV Revenue/Addressable Sub/Month)
<br />PPV ttktg. PPV Mktg.Net PPV
<br />Average Average Coata aa Coats/Revenue/
<br />Addramaabla Movie Event X of Net Addreaaable Addreaaable
<br />S^Mtem Location Movie Suba Buu Bata* Buy Ratal PPV Bav.Sub/Mo.Sub/Mo.P
<br />Cherry Hill» NJ 108,000 98. OX 3.ox 10.ox $0.29 $2.94
<br />ChicopMp HA 1,590 49.4 5.2 8.0 0.20 2.54
<br />Point '‘leaaant. NJ 5,010 70.3 1.9 2.0
<br />1
<br />0.04 2.12
<br />Sioux lA 5,700 103.9 3.8 10.0 0.19 1.87
<br />North b • NJ 40,773 57.3 1.9 8.0 0.15 1.85
<br />East 0r&~.«.<, NJ 99,000 20.9 2.2 2.0 0.03 1.47
<br />Vlealla, CA 13,800 18.1 2.2 5.0 0.07 1.42
<br />Vastflaid/Holyoke,HA 21,412 87.0 25.2 2.0 0.03 1.36
<br />Sallarsvilla. PA 5,338 17.0 6.2 4.0 0.05 1.27
<br />Palrfaa County, VA 180,401 30.6 1.1 7.0 0.09 ■1.23
<br />n a an
<br />Hodosto, CA 22,952 30.7 1.4 9.0 0.11 1.18
<br />Vaatarly, RI 10,250 19.6 4.6 1.0 0.01 1.16
<br />WiIbrahae/Haapdan•HA 13,579 45.8 0.6 5.0 0.06 1.16
<br />San Olefo, CA 142.990 9.6 1.6 8.0 0.09 1.12
<br />York. PA 26,700 22.9 1.6 7.0 0.08 1.11
<br />St. Robert, HO 3,464 24.7 2.0 1.0 0.01 1.09
<br />Hanford, CA 6,472 13.6 0.3 2.0 0.02 1.08
<br />Fargo, ND 9,750 30.8 1.4 5.0 0.05 1.00
<br />Meriden,. CT 8,919 4.2 1.3 8.0 0.08 0.99
<br />Philadelphia, PA 68,039 28.9 1.4 2.0 0.02 0.98
<br />Carteraville, GA 9,417 29.7 1.2 2.0 0.02 0.95
<br />Providence, RI 31,549 12.6 1.7 2.0 0.02 0.95
<br />Laa Veiaa, MV 138,000 17.0 1.6 2.0 0.02 0.88
<br />an ab
<br />Merced, CA 15,600 21.8 1.4 14.0 0.12 0.83
<br />Rock Sprints, WY 2,550 56.6 2.8 2.0 0.02 0.79
<br />an
<br />Lincoln Pke/Woodhvn.» HI ZIpSAS 29.5 1.1 6.0 0.05
<br />an an
<br />0 • 78
<br />Nosxe AZ 5,498 12.3 1.5 2.0 0.02 0.75
<br />Hadiion City» AL 10,428 17.2 1.3 1.0 0.01 0.68
<br />Osxining/Hudsont N^r 24,500 8.2 3.4 3.0 0.02 0.68
<br />Portnouthp NH 7,582 8.3 1.1 6.0 0.04 0.66
<br />Doorbom HoightXp 1 tl 39,500 14.0 0.8 7.0 0.04 0.60
<br />an an
<br />Pugot Soundg VA 62.000 6.6 1.8 1.0 0.01 0.59
<br />an IP an
<br />Cxtsklll* NY 10,500 3.8 1.9 10.0 0.05 0.50
<br />Atlanta. GA 135,819 15.5 1.3 7.5 0.03 0.36
<br />an m a
<br />Lawranca. HA 10,300 6.0 0.7 4.0 0.01 0.34
<br />Exatar. NR 8.771 2.4 0.9 1.0 0.00 0.06
<br />Totai/Av^raga 1,300,156 28.5Z 2.6Z 4.9X $0.06 $1.08
<br />.n n n fli
<br />Naightad Av^rmgm 27.6Z $0 • 06 $1.15
<br />^ Auguat 1992 buym . 1 January-AugutC 1991buym. $ Ammummm cmhlm opmrmtor reeeivas SOt of
<br />paypmf¥i0hi ra%*anua for moviaa.45% for eventa.
<br />•C 2991 Paul Kagan Aaaoeiataa,Inc. eatimatea»
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