CTAM SUMMIT 2010: ESPN uses World Cup to kick off massive cross-media study

By Lesley Hunter

NEW ORLEANS - The 2010 FIFA World Cup was not just a pivotal moment for South Africa, the first African nation to ever host the finals, or for Spain, who took home its first world title. For its American sports broadcaster ESPN, it was also the debut of a research initiative unprecedented in scope, designed to study consumer behavior around major sporting events.At a CTAM Summit session on Tuesday, ESPN’s VP of integrated media research, Glenn Enoch, took a room full of attendees through the results of its World Cup cross-platform research project, ESPN XP, which measured media usage and advertiser...