Segmentation for a Leading Canadian Sports Channel | Sportsnet
Overview
The segmentation the client had been using became outdated and needed updating for the digital age as more viewers are cutting cable. They have been seeing decline in ratings and needed a new segmentation that will aid in programming for TV, Radio/Podcasts, and marketing
Goals
We had a round of stakeholder interviews to understand the business objectives and what stakeholders wanted out of the segmentation. They wanted something more than a simple demographic breakdown of Canadian sports viewers
Method
We used a mixed methods and multi-phased approach to our research
Phase 1
literature review of over 20 peer-reviewed articles from psychology, behavioral science, and sports marketing on topics such as sports fan motivation, social media and broadcasting (social TV viewing), and consumer behavior.
Phase 2
analyzed findings from the literature review and applied to a qualitative 3-day diary study
the remote diary study confirmed some of our findings from the literature review and proceeded to phase 3
Phase 3
Used the findings from phase 1 and phase 2 to craft a large scale quantitative survey that looked at behavioral and attitudinal motivations of sports viewing
Impact
We developed six segments derived from behavioral and attitudinal motivations to sports viewing that aided Sportset in developing its TV and radio/podcast programming and air times and more personalized marketing scheme.