Want To Up Completion Rates? Just Help Your City's Baseball Team
Baseball fans in the cities of the final four teams in this year's MLB playoffs — the Boston Red Sox, Detroit Tigers, Los Angeles Dodgers, and St. Louis Cardinals — have each had significantly higher online video ad completion rates on baseball sites since the postseason started on October 1.
The completion rates during the regular season in Boston, Detroit, Los Angeles, and St. Louis were 71.1%, 68.6%, 72%, and 66.9%, respectively.
Since October, those figures have jumped to 80.9%, 79.9%, 84.3%, and 81.9%, respectively.
The data comes from TubeMogul's latest research brief. All data comes from pre-roll video ads that were delivered programmatically.
St. Louis (22.4% increase) has the most sizable difference between regular and postseason completion rates. That number could continue to rise as the Cardinals are now in the World Series.
Los Angeles (17.1% increase) had the second biggest difference between regular and postseason completion rates. However, the Dodgers failed to reach the World Series, so the numbers figure to decrease.
Despite the boost in completion rates, which signal a more attentive audience, a TubeMogul representative told RTM Daily that the cost of reaching those baseball fans remained steady. The
rep said that "the [CPM] numbers didn't fluctuate the same way" they did with completion rates once the postseason started.