The sports media landscape in this region is crowded: ESPN competes with pan-regional TV and digital players, as well as local providers offering specialized content. In this environment, broadcasters are scrambling for a competitive advantage they can use to court advertisers and corporate partnerships.
ESPN’s solution was to launch the Fan Forum, a Vision Critical insight community. The Fan Forum provides ongoing, actionable insight from ESPN audience members.
The Fan Forum has changed the dynamic between ESPN and advertisers. Rather than simply selling “space,” the company is in a position to pursue genuine partnerships with demonstrable ROI. Feedback from the Fan Forum allows ESPN to help advertisers build, test, launch and conduct post-launch analysis. In many cases, the Fan Forum can replace advertisers’ internal studies, which is a significant cost-saving opportunity for partners and a powerful selling proposition for ESPN’s sales team.