This document outlines an AXS TV promotion from 2015 that aimed to encourage cable affiliates to run cross-channel advertisements to generate awareness for AXS TV programming. The promotion offered affiliates tiered prize packages consisting of brand experiences and packages in exchange for running advertisements across two flexible time windows. Eleven markets participated, providing AXS TV advertising reach to over 56 million subscribers and generating a 16% return on investment.

1. AXS TV ALL-AXS Promotion 2015
February 3, 2016
Objectives:
– Develop a compelling, system-targeted promotion to encourage affiliates to
run cross-channel spots to generate awareness of and drive tune-in
supporting AXS TV key Fall programming.
– Curated brand based VIP experiences and brand inspired packages as
rewards for participation to drive affiliate and local sponsor engagement.
Tactics:
– Promoted all available opportunities to increase affiliate participation
through myriad affiliate communications including email blasts.
– Incented affiliates to participate by providing tiered, high-value prizing that
could be used to support their business objectives.
– Offered 2 flexible promotional windows which allowed affiliates to run spots
when it made the most sense for their business.
– Offered exclusive behind-the-scenes clips/footage for social media
promotion.
– Affiliates were able to choose from multiple prizing options, which
increased the appeal and flexibility of participation for affiliates and their
clients.
Results:
– This was the first year the program was created and executed. 11 markets
participated, providing ÅXS TV with a reach of 56.6+MM subscribers to
drive tune-in to the Network.
– The promotion provided a 16% ROI, and grew media value and subscriber
reach exponentially for AXS TV.