ESPN SportsCenter: Da Da Da
Agency: Wieden + Kennedy
Media: Starcom, MacDonald Media
Research: ESPN, Nielsen, Sterling Brands, Hart Research, MRI, Millward Brown, GfK
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.
The SportsCenter "Da-Da-Da" campaign is the culmination of a multidisciplinary research program over 2+ years. This research had three goals:
- Learn how to increase consumption of SportsCenter
- Identify the target audience
- Understand what SportsCenter means to the fans
Nielsen data show that SportsCenter's reach is strong (35 million Males 18-54 tune-in each quarter). If SportsCenter were a network it would rank as a top 10 cable network among young men. However, each day nine out of ten men 18-54 do not watch SportsCenter, and those who do view watch just one episode a week. Instead of driving new viewers to SportsCenter, or increasing length-of-tune, the key to growing SportsCenter ratings is to increase frequency of tune-in.