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The Finals Are National. The Media Plan Shouldn’t Be

NBA, OOH, Gilgeous-Alexander, Wembanyama subway, billboards

By OOH TODAY believes all voices, not just the loudest, must be heard
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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.

Reach out to Cameron@Streetmetrics.com to learn more. StreetMetrics sponsored this post.

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OOH TODAY believes all voices, not just the loudest, must be heard 8272 posts 751 comments

William (Bill) Board. Experienced, reliable source in all facets of the Out of Home Industry. Alternative Voice for Outdoor Advertising. Infectious love of all things OOH. Publisher. Writer. Seller. Buyer. Owner. Investor. Champion. Confidant. Old and New Biz Expert. Sales. Manager. Billboard Doctor. Social Media Upstart. Specialization in outdoor advertising for so many years. Sold over 100,000 locations. Viewed every billboard location in America except Maine.

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2 Comments
  1. Proactive In and out Advertising says

    Really interesting insight. The line about the audience labels being the same, but the way they move through each market being different, really stood out. That’s exactly where OOH becomes powerful — it’s not just about reaching “fans,” it’s about understanding where those fans actually travel, wait, gather, and spend attention in each city. The format that works in one market may not work the same way in another, and this is a good reminder that local movement patterns should shape the media plan.

  2. OOH TODAY believes all voices, not just the loudest, must be heard says

    …exactly where OOH becomes powerful!! You got that right! Thank you for the comments!

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