This article is a little old, but still applies. It talks about how cable companies are using promotions as a value add in selling their schedules, especially during the Christmas holidays. Includes examples of how affiliate cable companies are leveraging national sweepstakes conducted by HGTV and others. Same ideas apply to other industries. . .
http://findarticles.com/p/articles/mi_m0DIZ/is_8_12/ai_60058692/?tag=content;col1