Time Warner Cable spending $50 million to woo former subs in ad campaign

Ad during Superbowl will run in 44 local markets
Tools

Time Warner Cable (NYSE: TWC) is targeting former subscribers who have jumped to Verizon (NYSE: VZ), AT&T (NYSE: T), DirecTV (Nasdaq: DTV) and other rivals in a new ad campaign that kicked off on Monday.

TWC Better Guarantee video

Click here to view TWC's "Better Guarantee" video.

The MSO is spending more than $50 million on the campaign, which includes ads featuring subscribers talking about why they returned to cable. "DSL was just too slow. With Time Warner Cable, it's like a breath of fresh air. It's faster and more reliable," Ken Dixon, a former subscriber, says in one of the spots.

Time Warner Cable's new ads tout "The Better Guarantee," with the company offering subscribers who aren't happy with its product after 30 days a money-back guarantee. Charter Communications (Nasdaq: CHTR) began offering subscribers a similar guarantee program last year.  

While Time Warner Cable has seen steady growth in high-speed Internet subscriptions, the MSO continues to lose basic video subscribers. Time Warner Cable is expected to report next week that it lost 140,000 video subscribers during the fourth quarter, an increase compared to the 129,000 video subscribers it lost during the fourth quarter of 2011, according to Jefferies & Co.

Time Warner Cable has increased its marketing efforts in the last year. The MSO bought an ad during CBS's coverage of the Super Bowl XLVII on Feb. 3 that will run in 44 local markets.

For more:
The New York Times has this story

Related articles:
Time Warner Cable buys Super Bowl ad to tout multiplatform viewing options for AMC's 'Walking Dead'
Time Warner Cable signs PGA golfer Ian Poulter to sponsorship deal
Time Warner Cable, Cablevision kick off new ad campaigns
Comcast, Cablevision, Charter expected to reduce Q4 subscriber losses
Charter launches 'All In' customer guarantee program, offers $20 daily credits for outages

Filed Under