Today at the ARF’s Re:think 2010 conference, ESPN Research+Analytics revealed plans for ESPN XP, a research initiative unprecedented in its scope, to study consumer behavior around major sporting events beginning with the 2010 FIFA World Cup South Africa. Using one of the largest collections of research companies ever assembled plus a top-tier business school, ESPN XP will attempt to measure media usage and advertiser effects for the World Cup across all media platforms – TV, radio, Internet, mobile and print.
“We have learned a lot about cross-media behavior since we began work in this field in 2002,” said Artie Bulgrin, Senior Vice President, Research and Analytics. “ESPN XP represents a major step forward in our commitment to further advance our knowledge about multi-media use, and the total and incremental impact it has on our clients’ media campaigns.”
Companies joining ESPN in this initiative include The Keller Fay Group, Knowledge Networks, The Media Behavior Institute, The Nielsen Company and The Wharton Interactive Media Initiative (WIMI). Additional members of the collective will be announced at a later date.
ESPN XP is unique because it represents the first time a media company has attempted to measure all media platforms around a single event, including both media usage and advertiser effects. It is different from previous work on cross-media audiences because it is an ongoing initiative — measuring the World Cup is only the first project in a series of quarterly projects to fall under the ESPN XP umbrella. ESPN will take the best of what is learned from the World Cup and apply it to football in the fall and other sports during 2011. The goal is to create a scalable research plan to measure cross-media audiences 12 months out of the year by 2012.