OOH Today’s Stat of the Week – Powered by StreetMetrics
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The Finals Are National. The Media Plan Shouldn’t Be
The Stat: NBA Fanatics index 453 on NYC Rail/Subway, 356 on Austin Place-Based, and 305 on OKC Billboards. Three franchises in the spotlight right now, three completely different format winners.
The Insight: The Knicks just punched their first Finals ticket in 27 years and the city is electric. The defending-champion Thunder, with back-to-back MVP Shai Gilgeous-Alexander, are locked at 2-2 with Wembanyama‘s Spurs for the right to meet them. Three of the hottest fanbases in basketball, three completely different physical environments. Knicks fans pack the 4-5-6 to MSG. Thunder fans drive I-40 to the Paycom Center. Spurs fans across Central Texas catch the game from a bar stool. The audience labels are identical. The way they move through their market is not.
Don’t ship one format mix across markets when targeting passionate fan audiences
The Takeaway: Don’t ship one format mix across markets when targeting passionate fan audiences, especially when those fanbases are at peak attention. Use market-level audience indexing to let each DMA’s mobility patterns dictate the inventory. The Thunder fan in OKC is just as valuable as the Knicks fan in NYC, you just don’t reach them on a subway platform.
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