ESPN Zigs as Market Zags with its Upfront Focus on Live Viewing

When it comes to the ad campaign that kicked off on May 1 and will run through June 11 ESPN is running messages on kiosks outside the New York City headquarters of WPPamp8217s GroupM Publicisamp8217 Mediavest and Interpublic Groupamp8217s Magna as well commercials on elevator screens in office buildings amp160Stripping out the agency references the ads have also appeared in The Wall Street Journal The New York Times and other outletsThe messaging touts a number of subjects ESPNamp8217s use of thirdparty measurement validation the audience lift among the 1834 demo provided by outofhome vehicles in the first quarter and primetime viewingamp8220Prime Time got you down amp160Weamp8217re feeling pretty up 9 in fact and weamp8217re in the No 1 spotamp8221 the copy reads referring to the networkamp8217s position among adults 1849 in the first quarterESPN is also tackling what Executive Vice President of Global Advertising Revenue and Sales Operations Eric Johnson pictured at top calls amp8220mistrust in the marketplaceamp8221 stemming from ads running against inappropriate content on YouTube and measurement issues with Facebookamp8220When it comes time to measure up We rely on thirdparty validationamp8221 reads one adamp160 amp8220Transparency and accountability Demand it We doamp8221 states anotherJohnson said there is anxiety over measurements as clients are amp8220questioning whether they are getting their moneyamp8217s worth from their investment Fundamentally he said ESPN is amp8220clear and cleanamp8221 and wonamp8217t run ads in inappropriate environmentsESPN delivers against different platforms and measures executions on SnapChat Roku PlayStation Vue and other vehicles Johnson noted adding amp8220We are the credible verified source for connections to live sports news and information across platformsamp8221Those attending ESPNamp8217s Upfront presentation also will hear executives discuss Total Live Audience a new measurement tool that combines settopbox viewing data with streaming views and outofhome viewing amp160Johnson said the programmer has been working with Nielsen on this endeavor for a couple of years amp160amp8220Itamp8217s one measurement tool one postingamp8221 he explained amp160amp8220Itamp8217s a unique offering to the marketamp8221Johnson said that with most of the market going to C7 viewing of more than half of entertainment programming is now timeshifted he noted ESPN is at opposite end with 96 to 98 of its viewing occurring liveamp8220The market is zagging while weamp8217re ziggingamp8221 he declared noting that ESPN has presented Total Live Audience to a number of agencies amp8220The reception has been very positive as we come to marketamp8221With live viewing ESPN plays an important role in the delivery of salespromotional executions for such categories as movies QSRs automotive and retail Johnson continued Total Live Audience reflects the continued growth of streaming as more people are consuming sports on their phones tablets and laptops as well as from outofhome destinationsamp160 ESPN conducted a custom study with Nielsen over the past year and research found that only 25 of outofhome watching occurs in bars and restaurants with significant portions found in hotels gyms and second homes among other venuesJohnson said ESPN has transacted deals reflecting outofhome viewing with a number of clients against varied sports each of which benefits from different levels of audience additionsESPN and ESPN2 are the first official clients of Nielsenamp8217s National OutofHome Reporting Serviceamp160 Johnson hopes that will translate into more business amp8220Having third party validation is always better than doing your own homeworkamp8221 he notedESPN will also be touting its Live Connect platform the product it introduced at last yearamp8217s Upfront amp160By utilizing data and tying it with the live sports environment ESPN has worked with marketers to create a variety of messages and then deliver different executions based upon the outcomes in live games and highlights and a fanamp8217s expected emotional state Live Connect enables the programmer to take advantage of the preferences entered or selected by millions of registered users of ESPNcomJohnson said Live Connect centers on the emotional state of sports fans whether they are in amp8220anticipatoryamp8221 mode before a season or game or amp8220elated or depressedamp8221 based on the scoreboard outcome amp160amp8220Weamp8217re looking for the proper message the proper emotion the proper responseamp8221 he explainedClients have received an assist in this pursuit from Creative Works ESPNamp8217s inhouse agency and promotional unit which has helped produce different executionsamp160 The idea is to tweak the message delivering the right creative to the right target amp160As an example he pointed to two guys of the same age and income level residing in the same apartment building amp160The difference One is a New York Jets fan the other roots for the New York Giantsamp8220The promise is now the practiceamp8221 Johnson said noting ESPN has worked with three dozen clients on Live Connect amp160amp8220Nuanced messaging is more effective than standard protocolsamp8221Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

ESPN Zigs as Market Zags with its Upfront Focus on Live Viewing

Author

Publish date

Channel

J.P. Fields

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

ESPN Zigs as Market Zags with its Upfront Focus on Live Viewing

Enjoying This Commentary? There's More to Love

J.P. Fields

Cookies