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Stat of the Week: Breaking the “Niche” Myth in Women’s Sports
When planning media for women’s professional sports, the default strategy is often to target the “core” female demographic. However, recent data from a high-visibility urban OOH campaign for a major women’s sports league challenges this limitation, proving that premium media drives action across unexpected gender lines.
The Stat While the campaign was successful overall, the most surprising surge in engagement came from Male audiences. Men exposed to the OOH campaign showed a massive +15.1% lift in Tune-In Intent and a +14.5% lift in Consideration to Attend a game, outperforming the lifts seen in the female demographic.
The Insight This data suggests that high-impact OOH acts as a “legitimizer” for growing sports leagues. By placing the brand in a major cultural hub, the league signaled “major event” status, effectively crossing the gender divide. The campaign didn’t just preach to the choir; it successfully converted casual male observers into active participants, driving double-digit growth in both favorability (+12.1%) and intent.
The Takeaway For sports and entertainment brands, do not silo your creative or your media buying based on traditional demographic assumptions. Real-world visibility has the unique power to broaden a fan base. Use StreetMetrics to validate which unexpected cohorts are responding to your ads, so you can double down on the “growth” audiences you might be missing.
Interested in understanding the brand building capabilities of your inventory or campaign? StreetMetrics is offering discounted bundled brand awareness studies. Reach out to Michael@Streetmetrics.com to learn more.