Case Study: ESPN achieves actionable fan insights and stronger advertiser partnerships with Vision Critical

How ESPN provides value to advertisers and drives revenue in a competitive sports media landscape

ESPN, a global sports broadcaster with a crowded and competitive presence in Latin America, needed a stronger way to win advertiser and partner business. To gain ongoing audience insight, ESPN worked with Vision Critical and launched the Fan Forum, an insight community that would help the company better understand fans and strengthen its competitive edge.

Vision Critical’s Fan Forum gave ESPN actionable feedback to test campaigns, measure brand impact, assess sponsorships, and share insights across teams and partners. The result was a more consultative sales approach, stronger advertiser partnerships, and cost savings because the community could replace some internal studies; it also helped ESPN uncover valuable findings, such as fans seeing ESPN Tres as innovative and exciting despite older-skewing ratings.

ESPN

Dan Hom

Manager, International Research Research & Analytics