NHL Tune In Strategy
How a flexible, DMA-led media strategy delivered measurable ratings lift for the NHL across the Regular Season and Playoffs
Results & Impact
Summary
The NHL needed to reverse declining national TV ratings by introducing a nimble, regionally targeted media strategy built for speed and flexibility. By blending premium video, programmatic display, and accelerated flighting, we delivered consistent and measurable ratings lift across the 2024–25 season.
National TV ratings were under pressure year over year, particularly in markets with declining baseline interest. The NHL needed a way to drive incremental tune-in around nationally televised games while adapting in real time to unpredictable schedules, matchups, and playoff momentum.
We launched an all-new, DMA-specific tune-in framework designed to move fast and scale impact:
- •Built a hybrid media approach combining mass reach with hyper-targeted, short-burst flights
- •Prioritized programmatic activation via The Trade Desk to enable rapid optimization, overnight creative swaps, and flexible budget shifts
- •Evolved strategy by season phase—starting with reach during the Regular Season and shifting to precision targeting and premium placements during the Playoffs
- •Used YoY viewership data to hand-select DMAs most likely to generate incremental lift
This approach allowed us to trade blunt reach for smarter frequency, relevance, and speed.
Activated On
Key Outcomes
- ✓Consistent outperformance in supported vs. unsupported DMAs throughout the season
- ✓Faster optimization cycles, shifting from 2-day to 3-day flights to improve frequency and mid-flight learning
- ✓Proven scalability, evolving from lean OLV + Display to premium CTV and high-impact YouTube placements during the Stanley Cup Final
Want to Learn More?
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