#USA #New York #MediaRadar #sports advertising #Regional Sports Networks

MediaRadar Boosts Sports Advertising Insights with Expanded Coverage

MediaRadar, a leader in marketing intelligence, recently announced an exciting enhancement to its sports advertising coverage by incorporating data from 25 Regional Sports Networks (RSNs). This move aims to provide a comprehensive perspective on sports advertising and enables advertisers, agencies, and publishers to understand the intricate dynamics of the ad spend landscape within both national and local levels.

The Importance of This Expansion

In the world of sports advertising, regional sports networks play a vital role in connecting fans with their local teams. These channels not only capture a significant share of local sports viewership but also hold a commanding influence over advertising spend in specific markets. By expanding its coverage to include RSNs, MediaRadar is filling a crucial gap that previously limited advertisers' understanding of local advertising metrics. This integration facilitates a side-by-side comparison of local linear sports advertising with national broadcasts and streaming platforms, allowing for more informed decision-making.

Jay Nielsen, the Product Vice President at MediaRadar, emphasizes the importance of local sports inventory, stating, "Local and regional sports inventory remains essential to franchise economics and to local sponsors." He suggests that integrating RSNs into their market intelligence framework will empower sports marketers to compare advertising placements comprehensively, promoting more strategic planning and collaboration between sponsors and media buyers.

Benefits for Advertisers

The inclusion of RSN data offers multiple significant advantages for MediaRadar customers:

• - Detailed Spend Tracking: Advertisers can effectively track their spend and creative execution across local RSNs while linking these insights to national and streaming advertising efforts, revealing where marketing budgets are allocated at a city or region-specific level.
• - Creative Strategy Comparison: MediaRadar allows marketers to gauge the differences in creative messaging and frequency across different platforms. This capability helps identify opportunities for synergy between local sponsorships and broader national campaigns.
• - Insight into Local Promotions: As RSNs often host region-specific promotions and limited-time offers, advertisers will gain visibility into which brands are driving local marketing initiatives, assessing the impact of their strategies on consumer engagement and brand awareness.
• - Strengthened Publisher Revenues: Publishers can leverage the clarity and data provided to quantify the presence of local versus national advertisers, identifying cross-sell opportunities to optimize inventory allocation between RSN and streaming packages.

A Step Towards Unified Marketing Intelligence

The expansion into RSN data aligns seamlessly with MediaRadar's overarching Video Everywhere strategy, designed to unify data across connected TV, linear TV, and social platforms. By integrating over 35 million creative assets and $280 billion in media spend, the new RSN dataset will integrate local linear advertising metrics into a cohesive, clear analytical framework, enhancing visibility for all parties involved in sports advertising.

Nielsen states, "Our goal is simple – to provide a single, reliable view of sports advertising, regardless of where fans are watching." By adding RSNs to their suite of services, MediaRadar not only supports advertisers in making faster, data-driven decisions but also contributes to creating stronger community relationships
through localized marketing efforts.

Availability and Future Steps

Current and prospective MediaRadar customers will have immediate access to the expanded RSN data through the Marketing Intelligence product suite. The accessible datasets will be presented in intuitive dashboards and downloadable reports, facilitating easy cross-market analysis and alignment of local activities with national data. As the sports advertising ecosystem evolves, MediaRadar stands committed to helping clients stay ahead of industry trends and audience engagement strategies.

For marketing and sales professionals looking to get a handle on the rapidly changing landscape of sports advertising, MediaRadar's expanded offering is an invaluable tool that delivers actionable insights necessary for success in today's competitive marketplace.

About MediaRadar

MediaRadar provides marketing professionals with powerful insights required to stay competitive in their industries. Through innovative, AI-driven solutions, MediaRadar delivers comprehensive intelligence on ad strategies, media spending, creative assets, and brand messaging across over 30 media channels and 5 million brands. With a focus on actionable intelligence, MediaRadar equips clients to leverage data for strategic advantage in their advertising endeavors.