Synchrony x NHL

Brand Performance

Measured by YouGov

Overall Brand Metric Performance

The NHL partnership and investment beginning in January is driving brand metrics.

Year over Year Campaign Performance

Disney watchers year over year

Awareness
+ 0 %
Recommend
+ 0 %
Consideration
+ 0 %

2023 Campaign Performance

Disney watchers vs. non-watchers

Awareness
+ 0 %
Recommend
+ 0 %
Consideration
+ 0 %
Reputation
+ 0 %

NHL Playoffs / CreativeWorks Content Performance

Partnering with CreativeWorks and launching during a high-impact moment in sports (NHL Playoffs) resonated with our fans leading to impressive lifts.

Creative Performance

Disney watchers vs. non-watchers

Recommend
+ 0 %
Reputation
+ 0 %

NHL on Disney

NHL watchers (ESPN) vs. non-ESPN NHL watchers
Awareness
+ 0 %
Recommend
+ 0 %
Consideration
+ 0 %
Reputation
+ 0 %

Key Insights & Takeaways

Measured by Lucid

Frequency

At 4-9x exposures we saw +5.3pp stat sig lift in brand awareness of creatives. Sequential targeting on Hulu continues to provide value with 4.0pp stat sig lift in brand awareness among CW spots and 12.8pp stat sig lift among brand creatives with M45+.

Value of Multiplatform Placements

This well-rounded campaign inclusive of linear, display, video, and social led Hulu audiences to see +15.6pp and 6.9pp stat sig lifts in brand awareness after initial exposures on Hulu utilizing Disney 1P “fans of NHL” targeting (lifts among total fans of NHL and CW creative respectively).

Female Resonance

Female audiences saw increased brand awareness with both brand creative +9.8pp stat sig lift and CW spots +4.1pp.

Targeting

Hulu was an excellent supplement to the sport buy utilizing Disney “fans of” targeting as it’s built from audiences engagement with different sports and acts as a frequency tool.

Key Highlights & Insights

Unique Custom Elements Drove Great Performance

The variety of custom elements (custom brand spots, brand features, live commercials) and media formats (social, linear, digital, streaming) in concert drove brand metrics and engagement to effectively reach and improve key brand health metrics. Viewers of Synchrony content were engaged by unique custom elements.
Viewers of Synchrony’s “Save of the Week” feature during The Point (Linear, NHL Playoffs) were 3x more likely to engage online vs. ads on competitive networks in the banking category based on search volume.
0 x
Source: EDO, 6/1/22-5/31/23
The linear schedule during NHL Playoffs featuring custom creative reached 12.8M people and 1x commercial spot with custom creative would have required 5x units on the average competitive network to generate the same impact.
0 M
Source: EDO, 6/1/22-5/31/23 & Nielsen, Overnights 3/9-5/21
Synchrony's Bank daily average cross-channel engagements increased during the campaign by 129% when compared to Synchrony’s brand daily average throughout 2022. Instagram was the main driver of increased engagements.
+ 0 %
Source: ListenFirst 5/2/23 – 5/24/23
The high impact home page takeovers on ESPN’s NHL website with video drove 125% more clicks on average than standard non-video units
0 %
Talkability increased +147% and interest score grew +12%.
+ 0 %

Source: ListenFirst 5/2/23 – 5/24/23

Why NHL?

Top 5

NHL is one of the top 5 most popular sports in the US with an avid and passionate fan base reaching 52.5M fans across Disney’s portfolio alone in 2023

Fan base is among the most educated and affluent with a median HHI of $98k and skews male (63%) across all screens.
$ 0 k

Last Season's Performance

#1

NHL was the #1 property on ESPN+ during regular season drawing 5.3M unique viewers (+12% YoY) and 3.1B minutes watched (+19% YoY)

This season was our best-ever for digital with 1.8M daily active users across the website and app (+2% YoY)
0 M

7

Disney broadcast 7 of the top 10 Stanley Cup Playoff games throughout the conference finals

Partnership Performance

Synchrony x Women's World Cup

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