Foxtel delivers 107% greater responsiveness in live sport than FTA

The Challenge

This Foxtest wanted to understand the full effectiveness of an integrated sponsorship campaign for premium sporting content on Foxtel. To understand viewer engagement, ad awareness and the power of partnerships

The Solution

In working with Adgile, this FoxTest reviewed the performance of campaigns across NRL, AFL and Cricket – looking at the relative performance of engagement (responsiveness) across FoxSports, Kayo and FTA Linear Broadcasts.

This test broke down the individual performance of creative assets, inc integration, and how this drove engagement (eg web traffic) for sponsors overall & via key dayparts and demos.

The Results

Foxtel drives greater engagement & effectiveness for brands in Sport across Linear & BVOD 

Sponsorships. Foxtel V FTA.

 Linear Comparison. Foxtel delivers:

• +107% HIGHER RESPONSIVENESS (ENGAGEMENT) ACROSS LIVE SPORT
• +208% HIGHER RESPONSIVENESS FROM TVCs (+141% HIGHER FROM NON-SPOT PLACEMENTS) 

BVOD Comparison. Foxtel delivers:

• +36% HIGHER RESPONSIVENESS OVERALL
• +30% HIGHER RESPONSIVENESS AT 4-6 FREQUENCY (-37% LOWER AT 8-10 FREQUENCY)

So what?

• Sport partnerships ARE BETTER on Foxtel
• There is considerable value in Foxtel’s position on placement: ie, adjacency, less clutter, highly engaging during play
• Advertising works harder when there is contextual relevance
• Foxtel has less clutter and better watchability

For more information on this Foxtest and others please contact Toby Dewar: Toby.Dewar@foxtel.com.au

Download a summary of this Foxtest here.

See more Foxtests.