Telefonica’s Movistar +’s Big Play ‘The Plague’ Breaks Audience Records for Telecom

Variety | 1/29/2018 | John Hopewell
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MADRID — In an event that adds a new wrinkle to the trending industry debate of whether telecoms and cable operators should invest in content, Telefonica-Movistar +’s biggest original series to date, noirish historical drama “The Plague” has bowed in Spain to the best results of any series aired or available on Movistar +, Telefonica’s two-and-a-half year-old pay TV unit.

A serial killer thriller with rich historical detail set in Seville around 1580 as the city is ravaged by bubonic plague, “The Plague’s” initial episode viewers were 40% up on the best bow in Movistar +’s history, the inaugural segment on Movistar + of Season 7 of “Game of Thrones,” Movistar + has announced in a press statement.

% - Consumership - VOD - Viewers - Series

90% of consumership was via VOD. One in five viewers had binged the whole series in its first four days. The other three Movistar + series – fashion-world-set romantic melodrama “Velvet Collection,” launched Sept. 25; genre-tinted, noirish mystery crime drama “The Zone,” set after a nuclear reactor meltdown, aired from Oct. 27; and “Spanish Shame,” an excruciatingly embarrassing Spanish couple comedy, made available from Nov. 27 – all rank in Movistar’s current Top 10 of most watched drama releases in 2017, the statement added.

Factors explaining “The Plague’s” success cut several ways. Movistar Plus adopted a long run-in promotion of the series, first announcing it in January 2016, two years before its commercial release. “The Plague” was the first TV series to make official selection of the San Sebastian Festival, the highest-profile film event in the Spanish-speaking world.

Run-up - Series - Bow - Movistar - +

In the run-up to the series bow, Movistar + launched a muscular marketing and communication campaign, not only via commercials on Movistar + but plugs during its soccer match transmissions, social media campaigns, actors’ interviews and billboards in city centers aimed at making ‘La Peste’ the TV event...
(Excerpt) Read more at: Variety
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