Commentary

ESPN to launch new cross media research study

ESPN will be launching cross platform research effort, ESPN XP, in the coming months.

Artie Bulgrin, senior vp of research for ESPN, in speaking at the 4A’s media conference, says the new research effort will measure cross media audience, usage by platform, and advertising efficiencies.

It’ll start this up summer around the FIFA World Cup soccer event.

“We don’t believe in replacing currencies,” says Bulgrin. “We want to reveal the value of cross platform.”

The research effort will work in conjunction with the Disney-ABC Television media lab that started up in 2008 in Austin, Texas.

1 comment about "ESPN to launch new cross media research study".
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  1. Mike Rogers from Goodmail Systems, March 4, 2010 at 1:45 a.m.

    Sure hope they include email in the "cross media" solutions they study.

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About the Author

Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.

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