United States
MAJOR LEAGUE SPORTS ASSOCIATION SEES A 23% LIFT IN TUNE-IN
In late Spring 2021, OUTFRONT partnered with a Major League Sports Association to increase awareness and drive tune-in for their live playoff games.
Increase in tune-in by fans who were exposed to the out of home ads versus those in the unexposed control group
The campaign, which ran in New York and Los Angeles, utilized a mixture of out of home ad formats, which the advertiser purchased programmatically and directly through multiple OOH operators. They chose high-impact digital spectaculars and wallscapes to capture sports fans’ attention and Ultra Super King bus ads to generate high reach and frequency throughout the campaign’s duration.
The big, bold creative featured larger-than-life athletes and engaging messaging that was updated game by game to reflect the progression of the series, culminating in the outcome of the finals.
In partnership with research company Mira (now part of Reveal Mobile), we measured the campaign to understand out of home’s impact on tune-in for live sports. In fact, fans exposed to the OOH ads were 23% more likely to tune in to at least one of the games, as we learned using a control vs exposed methodology*.
*95% CONFIDENCE INTERVAL
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