Regaining Market Leadership with Data-Driven Sports Event Coverage

In a post-Covid world, a major broadcaster sought to revitalize the excitement surrounding their multi-week global sports event by leveraging their streaming platform and rekindling fan passion. With changing viewer habits and the growing role of digital platforms, the broadcaster needed to understand how to optimize both their Primetime coverage and the role of social media, YouTube, and celebrities in engaging viewers across different generations.

To achieve this, Magid implemented a real-time, data-driven approach throughout the event. Our team provided daily insights based on both qualitative and quantitative research, including surveys, focus groups, and analytics. We closely monitored viewing patterns, social media engagement, and the performance of Primetime coverage, allowing the client to make dynamic, in-the-moment adjustments.

Our research revealed that, contrary to concerns, YouTube was driving increased engagement on the client’s streaming platform rather than cannibalizing content. We also developed demographic profiles, highlighting how different generations consumed content and their preferences for event coverage, helping the client tailor their programming for greater relevance.

The results were clear: with Magid’s daily updates, the broadcaster was able to make real-time decisions that positively impacted viewership and engagement during the event. These insights are now shaping the client’s strategies for future events, enabling them to bridge the gap between events and enhance overall fan engagement.