The National Basketball Association (NBA), the sports league, saw promising results from a campaign which tracked consumer attention and quickly adapted in response to its findings.

The background

• The NBA worked with Adelaide, a New York-based measurement company, on the campaign.
• More specifically, the initiative leveraged Adelaide’s “AU” metric to track attention across several channels.
• Using this approach, the NBA could monitor performance and adapt its campaign on the fly.

The campaign

• The campaign ran from May to July 2021 during the NBA’s postseason.
• It featured a wide range of media channels, including Fox, NBC, VH1, YouTube, ESPN, Spotify, Twitch...