Quinnipiac Assignment #06 – NESN Key Indicators
This week, our video assignment was about Key Performance Indicators. Once again, I chose NESN (the New England Sports Network). They are admirably open about their online metrics. I love how they never seem to shy away from revealing all.
What was perhaps most amusing about this particular video was when I checked out NESN’s listed demographics and came up with a buyer persona.
My typical buyer persona turned out to be – ta da! – Spoiler Alert! – my husband, Jay Siegel.
NESN Typical Buyer Persona
NESN’s audience, by far, was dominated by men. Their age group was mainly within the 25 – 54 age range, although that was not anywhere near as dominant as the gender imbalance. Finally, their geographic placement was mainly clustered around the New England and New York areas.
What was rather fascinating for me was that the biggest American state for NESN viewership isn’t in New England at all. It’s California. But that is, perhaps, more a function of California’s gigantic population than anything else. California accounts for a good fifteen percent of the American viewership of NESN. Massachusetts holds the number two slot, with ten percent. New York is third, with nine percent. Hence the New England/New York combination is already greater than that of California.
Unfortunately, Chartbeat did not show (on their free report) any states beyond the Top Five. But it would not shock me if the Top Five were rounded out by at least one or two of the other five New England states, and other Northeastern states, such as New Jersey, or Maryland. The map rather clearly indicated a bias in favor of the Northeast.
I continue to be pleasantly surprised at what a great choice NESN has turned out to be, for class assignments!