ESPN Pursues "The Number" with Marketing-Research Dream Team

Geoffrey Precourt

In the cross-platform universe of marketing research, The Number has been longed discussed by ESPN. At the Re:Think 2010 Annual Convention, ESPN presented its hopes that the program ESPN XP will reveal who's paying attention to the advertising messages that will support the presentation of the 2010 FIFA World Cup in South Africa.

ESPN Pursues "The Number" with Marketing-Research Dream Team

Geoffrey Precourt Warc

In the cross-platform universe of marketing research, the conversation ultimately defaults to The Number.

With a global audience tuned to five television stations (one with 3D broadcast capabilities and each with streaming video), a radio network (and online streaming audio), a multi-dimensional website (that includes 360 – yes, more – streaming video), a series of mobile offerings (with still more streaming-video resources), and a magazine (a sturdy print product with no streaming element), ESPN has stopped just talking about The Number.

Come this June, over a...

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