"Stay Gold and get 5% back on your February Marketplace purchases!*"
"*Offer is valid for Xbox LIVE Rewards members who have an active continuous Gold subscription on or before 1 February 2012 which is in effect through February 29, 2012 with no lapse (This excludes trial Gold subscriptions). Eligible members will receive
5% Microsoft Points back on all Marketplace purchases made from February 1, 2012 through February 29, 2012. Marketplace purchases include Avatar items, game add-ons, movie purchases or rentals and Xbox LIVE Arcade games. No points will be given back for Gold
subscriptions, Zune Passes and Microsoft Points purchases."
By Zune Passes I believe they are referring to the Zune Music Pass and that a TV season pass would count as a "movie purchase or rental", but I don't know for sure.