Reaching Political Audiences on Local Sports
Partner: Home Team Sports, a division of Fox Sports
CHALLENGE: SOLUTION: Live sports attract a large audience, but it is often In order to solve this data gap, we surveyed adults hard to measure viewership using set top box data across fifteen markets with questions around since these sports air across various regional viewership of local news, local sports, and national channels. The challenge we faced was to quantify the sports. Using the results of this survey, we were able viewership of local sports across channels, and to to identify political audiences who watch local sports. look at the opportunities local sports present to reach These results also allowed us to compare advertising political specific audiences. opportunities on local sports to advertising opportunities on local news and national sports.
RESULTS:
• Local sports in general offer competitive advertising opportunities to local news, and far exceed national sports as an option.
• Local baseball is a strong and compelling choice for reaching a number of important and diverse political audiences.
• Local basketball offers consistently strong opportunities for Democratic advertisers, with some selective opportunities for Republican persuasion and influential outreach.
• Local hockey contains some value opportunities for Republican leaning audiences and potential Democratic crossover voters.
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Home Team Sports etworks are key for important audiences Infl entials are more likely hen an ad appears on local sports, viewers are to e watc in Local Sports 2 more likely to tr st t e a , GOP Primary voters are more likely 2 more likely to remem er t e a , and to e watc in Local Sports n average, 22 more likely to pay attention to t e a 2 of t e electorate is not reac a le Swin oters are 1 more likely when compared to Local ews. wit a news only strate y. to e watc in Local Sports
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Deep Root Analytics, an innovator in predicative For more information on Deep Root’s work in 2018, visit: media analytics, surfaces hidden data insights and provides greater efficiency, effectiveness and DeepRootAnalytics.com accountability so your media buying decisions can be deeply rooted in data. @DeepRootX
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