Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
In 2014, the ESPN SEC Network became the most successful cable network launch in television history. Since launch, the network has experienced steady growth year over year. As of 2019, the SEC Network was the #1 watched college sports network on TV.
So where could we improve? Research showed two clear challenges to overcome:
- Our viewers saw us less as a destination for SEC-related programming, and more as a conduit for live-sports; and
- Fans lacked awareness of the breadth and depth of the SEC Network offerings, despite...