Sports Innovation Lab Publishes 2025 Sports & Entertainment Media Planning Guide
"Winning Audiences" is the ultimate guide for programmatic and data-driven media buyers looking to maximize their campaign performance in 2025.
BOSTON – NOVEMBER 21, 2024
Today, Sports Innovation Lab released a 2025 media planning guide called "2025 Winning Audiences," which helps marketers and media agencies reach and convert consumers through the lens of sports and entertainment. The free, insights-based, and data-driven guide is available for download at sportsilab.com/free-reports/2025-winning-audiences.
"2025 Winning Audiences" is the first resource of its kind for media and marketing practitioners, leveraging consumer insights from Sports Innovation Lab's proprietary Sports Data Cloud to provide tactical direction for tentpole sporting events and critical market trends - including the specific audiences to utilize for best results. Brands that have applied Sports Innovation Lab's data to their media campaigns have achieved up to:
3x improved return on ad spend (ROAS)
20x greater sales lift
40% higher engagement rates
200% lower costs per acquisition (CPA)
Sports Innovation Lab's addressable audiences and "Fluid Fan Communities" are based on over a decade of proprietary research and insights that have made the company the global leader in fan intelligence. Sports Innovation Lab coined the term Fluid Fan™ in groundbreaking original research and is responsible for its mass adoption by major media outlets and sports industry leaders globally. Sports Innovation Lab utilizes AI to model these high-value Fluid Fan communities within more than 250 million consumer records in its proprietary Sports Data Cloud. It has translated them into syndicated, programmatic audiences (see the full, categorized catalog of segments here) across major DSPs, including LiveRamp, The Trade Desk, Google Display & Video 360, Amazon Ads, & more.
"2025 Winning Audiences" includes numerous high-value audience activation opportunities around Sports & Entertainment tentpole events and trends, including:
A set of Super Bowl audiences such as: Home Entertainers, High-Value Sports Bettors, Female NFL Fans, and Swiftie NFL Fans
A set of March Madness audiences such as: Women's College Sports Fans, High-Value Basketball Fans, Traveling Sports Fans, and March Casino Spenders
A set of Youth Sports audiences such as: The Soccer Mom, The Traveling Parent, QSR Families, and Pizza Parents
A set of Sports Betting audiences such as: Cross-Channel Bettors, Fantasy Sports Spenders, International Sports Fans, and Collectible Hobbyists
Additional Fluid Fan Communities and addressable audiences for College Bowl Games, OTT, Racing, Women's Sports, World Cup, Fitness, and more!
Additional major resources introduced in "2025 Winning Audiences" include a Sports & Entertainment Media Planning Calendar that spotlights key events alongside corresponding recommendations for audience category focuses and suggested deadlines for custom audience identification and design.
"Finally, brands and media agencies no longer need to settle for broad-based and self-reported data as the foundation for their sports and entertainment-based targeting," said Gina Waldhorn, Chief Marketing Officer of Sports Innovation Lab and former media executive at Carat and GroupM. "The deterministic, transactional-based audiences and communities in this playbook unlock a massive performance advantage, and we're thrilled to see how this continues to push the industry forward in 2025."
Sports Innovation Lab will present "2025 Winning Audiences" live on stage at CES 2025 in Las Vegas on the afternoon of January 8th at C-Space in the Aria. Download "2025 Winning Audiences," and learn how to join the CES session at sportsilab.com/ces2025.
About Sports Innovation Lab
Sports Innovation Lab is an Insights, Data, and Analytics company that enables brands and sports properties to build more effective sponsorships, improve targeted advertising, and enhance fan experiences. Known for its pioneering research on Fluid Fan behaviors and the commercialization of the women's sports market, Sports Innovation Lab's flagship Sports Data Cloud offering - which is built on proprietary observational, transactional, and deterministic fan data - is evolving how organizations use data to understand their customers and acquire more of them. Learn how global brands and agencies including the NFL, Ally Financial, Nike, NHL, Dentsu, Kellanova, and NASCAR use Sports Innovation Lab's data, audiences, and insights to drive revenue by visiting sportsilab.com or following on LinkedIn, Instagram, and X.
PR Contacts
Sports Innovation Lab
PR Lead: Anthony Baldini
Contact: anthony@athletestrategies.com