ReelzChannel said a recent programming stunt drove Skyfall video-on-demand buy rates 84% higher among Reelz viewers versus non-Reelz viewers, according to a Rentrak study. The network’s programming and promotional stunt focused on promoting 50 years of James Bond in movies, which included promotion of the franchise’s most recent title, Skyfall. The Rentrak study marks the first time VOD buy rates were examined during a programming stunt designed to drive a specific on-demand title.
“By creatively pulling together programming and promotional elements we created an effective strategy that resulted in a significant increase in buy rates,” John deGarmo, SVP of distribution at ReelzChannel, said in a release. “This is further proof that having Reelz in a programming lineup impacts buy rates for distributors.”
During the month of February 2013, the Reelz stunt included 16 Bond movies, Bond-themed original programming and inclusion in the Reelz Recommends twice-hourly on-air VOD movie alerts. Capping the network’s programming stunt was the Reelz Risk-Free Movie promotion encouraging viewers to order Skyfall with the guarantee that if they did not like the movie, reelz would reimburse the cost to the viewer.
