Building Fan Engagement Not Audience Impressions

By Andy Thwaite May 26, 2017

Building Fan Engagement Not Audience Impressions

Speaking at a recent Media Summit, Turner CEO John Martin explained how Turner was focusing on building “fans” as a means to better monetize their audience. Reason being, with TV audiences declining, big media companies can’t rely selling purely on “eyeballs” anymore. Success will be based on having a smaller but more engaged audience. Read here.

Why is it important?

This is a good reminder of how properties can learn from this. They already have “fans” but need to make sure their value proposition is fan engagement first, not size of their audience. Properties often still think number of assets or impressions is the best way to sell their digital assets, but, the relationships they have with their fans is what is important.


digital assets digital media esports fan engagement mobile premium video social media streaming trends activation


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Andy Thwaite

About the Author

Andy is vice president, digital strategy of ESP Properties. He is an experienced sports marketing and media executive, delivering business growth for leading rightsholders, media organizations and brands. Working at the intersection of sports, media and technology, Andy brings unique insights from his experience at the world’s largest seller (IMG) and buyer (WPP) of sport, along with commercial roles at PBR and Turner Sports.



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