(From TVWeek.com -- By Jon Lafayette)
ESPN, which last week made a groundbreaking cross-platform audience measurement deal with the NIELSEN COMPANY, will be taking a close look at consumer behavior online during its MONDAY NIGHT FOOTBALL (MNF).
MNF household ratings are down on cable, but ESPN has seen a spike in usage of NFL content on ESPN.COM during games.
ESPN has been among the leaders in selling multiplatform advertising packages to marketers.
While on‐line ad revenue growth overall is estimated to be between 15 percent and 25 percent, ESPN.com's revenue growth is estimated at more than 30 percent per year.
Now the sports network hopes to use the new Nielsen data to sell marketers packages of commercials on cable and ads that run online while the game is on.
ESPN Leverages Online Consumers
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