The challenge
Following a successful first season, a global sports brand wanted to build on its momentum by increasing viewership for its upcoming live events. The challenge was to move beyond simply reaching an audience and truly understanding the specific factors that motivated them to tune in live, while also identifying the key barriers that prevented others from doing so.
What we did
To address this, we executed a mixed-method project that combined an online survey with 2,000 respondents and a series of in-depth interviews with both current fans and potential viewers. This dual approach allowed us to quantify the prevalence of different behaviours and attitudes while also gaining a deep, qualitative understanding of the 'why' behind them.
The impact of the research
The research revealed that live viewership was driven by real-time engagement and unpredictability, though scheduling conflicts and poor awareness of broadcast times were key barriers. By leveraging this insight, the brand was able to refine its communications strategy, focusing its creative assets on the unique selling points that directly addressed the identified barriers, and successfully driving more viewers to their live events.
