The challenge
After a successful first season, a global sports brand aimed to build on its momentum by growing viewership for its upcoming live events. The challenge was not just reaching audiences, but gaining a deeper understanding of the specific factors that motivated viewers to watch live, while also identifying the key obstacles that prevented others from tuning in.
What we did
To address this, we delivered a mixed-method study that combined an online survey of 2,000 respondents with a series of in-depth interviews involving both existing fans and prospective viewers. This blended approach enabled us to measure the scale of different attitudes and behaviors while also uncovering the underlying motivations behind them.
The impact of the research
The research showed that live viewership was largely driven by real-time engagement and the unpredictability of live events, while scheduling clashes and limited awareness of broadcast times remained major barriers. Using these insights, the brand refined its communications strategy, directing creative assets toward the unique benefits of live viewing that directly addressed these barriers, and successfully increased live event audiences.
