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. DEEP ROOT ANALYTICS | 2018 CASE STUDY 1 LLD LL R . L R LL R . LL Home Team Sports etworks are key for important audiences Inflentials are more likely hen an ad appears on local sports, viewers are to e watcin Local Sports 2 more likely to trst te a, GOP Primary voters are more likely 2 more likely to rememer te a, and to e watcin Local Sports n average, 22 more likely to pay attention to te a 2 of te electorate is not reacale Swin oters are 1 more likely when compared to Local ews. wit a newsonly stratey. to e watcin Local Sports DDL RDR DDL RDR LL L R R LL L R R + hite collar Use coupons more Try alternative eneral interest in Retirement Attend adult education professionals than 12 times in medicine hunting, go fishing once income classes once at least three months or more a month twice a month 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 DEEP ROOT ANALYTICS | 2018 CASE STUDY 2.