ESPN completed a one month, five-platform measurement initiative that successfully showed the sports network can provide a multiplatform measurement solution across a changing consumption of video, audio and display content.
Coined Project Blueprint, the measurement initiative took data from radio, television, PCs, smartphones and tablets. Artie Bulgrin, ESPN SVP research and analytics, called the initial results impressive and insightful. “It will fill significant knowledge gaps about cross-platform usage with a level of precision that we have lacked until now,” he said in a statement.
Some key findings from the initiative that ran in February included:
• ESPN’s total reach was 136 million adults, with 85 million of those being men. This represents 57% of U.S. adults and 72% of U.S. men.
• During the average week, ESPN digital properties provide a reach lift of 18% for adults and 23% for men, over the reach of the TV networks alone.
• Over a week, 33% of ESPN users and 38% of male users used ESPN digital media either in combination with TV or exclusively.
• The more digital platforms a sports fan uses, the more time they spend with ESPN digital content — and they also spend more time watching ESPN on TV.
• Tablet users are ESPN’s best customers, spending more than 19 hours per month with various types of content — three times greater than the average user.
The study used data from:
• 4.5 million digital set top box homes (measurement powered by comScore)
• Radio listening, out of home TV usage and TV demo data from the Arbitron Portable People Meter
• Census data on PC, smartphone and tablet usage from comScore MediaMetrix Multiplatform
• Arbitron created a calibration panel to use in Project Blueprint, which is a subset of the Portable People Meter panel that measures all five platforms by combing in the TV/Radio data collected, with digital usage from a software meter application.
Project Blueprint launched in September 2012
And speaking of ESPN: Tomorrow on TVNewsCheck, look for a Q&A with ESPN EVP of technology and CTO Chuck Pagano. We talked about the sports network’s new sports production center being built in Bristol, Conn., and his thoughts on issues facing broadcasters today.