ESPN Launches 'ESPN XP' Research Initiative
March 23, 2010 at 4:27 AM (PT)
ESPN is launching a research initiative to study consumer behavior surrounding major sporting events. ESPN XP will look at media usage and advertiser effects across all media platforms, including radio, starting with the 2010 WORLD CUP in SOUTH AFRICA. Included in the program will be contributions from the KELLER FAY GROUP, KNOWLEDGE NETWORKS, the MEDIA BEHAVIOR INSTITUTE, NIELSEN, and the WHARTON INTERACTIVE MEDIA INITIATIVE at the UNIVERSITY OF PENNSYLVANIA's WHARTON SCHOOL.
"We have learned a lot about cross-media behavior since we began work in this field in 2002," said SVP, Research and Analytics ARTIE BULGRIN. "ESPN XP represents a major step forward in our commitment to further advance our knowledge about multimedia use, and the total and incremental impact it has on our clients' media campaigns."
"This is about the future of cross-media measurement," said VP of Integrated Media Research GLENN ENOCH. "We are working with these companies to help develop a model for the industry, to advance knowledge about cross-media research and behavior, to find techniques that work and discard ones that don't. We want to bring work in this area closer to currency measures and bring the industry closer to a day when measuring cross-platform behavior is a standard practice instead of a special project."