Advertising Research Foundation
2015 ARF David Ogilvy Award, Excellence in Advertising Research (ESPN)


Enhancing customer retention, branding & product development for a major cable sports property

GSG has worked with ESPN since 2008 to help the company understand its brand and explore drivers of interest, testing product development and expansions, and assessing opportunities for it to improve fan interaction and satisfaction. We have surveyed the attitudes and obstacles of accessing WatchESPN (the digital streaming platform that allows fans to view ESPN content live through computers, smartphones, and other digital devices), explored fans’ perspectives on the hottest stories in sports, and conducted deep-dive studies of fans’ experiences with Fantasy Football and ESPN’s local media outlets in key U.S. media markets. We have also gauged interest in ESPN offerings such as the SEC Network, its coverage of the College Football Playoff, the X Games, and its online-only coverage of the 2015 ICC Cricket World Cup.