ESPN SportsCenter: Da Da Da

This case study explains how ESPN, the sports TV network, used research to segment and understand the target viewers of its flagship 'SportsCenter' program.

ESPN SportsCenter: Da Da Da

Campaign details

Agency: Wieden + KennedyMedia: Starcom, MacDonald MediaResearch: ESPN, Nielsen, Sterling Brands, Hart Research, MRI, Millward Brown, GfK

Business objective

Maintain market position of ESPN's flagship property SportsCenter in an evolving media landscape where sports fans are using a growing set of sources to obtain sports news and information.

Foundational research

The SportsCenter "Da-Da-Da" campaign is the culmination of a multidisciplinary research program over 2+ years. This research had three goals:

  1. Learn how to increase consumption of SportsCenter
  2. Identify the target audience
  3. Understand what SportsCenter means to the fans...

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