Perspective: Audience Measurement Transparency For Esports

Logan McLean, Esports Advisor, for NGame Esports talks about Activision-Blizzard’s effort to provide more transparency for non-endemic brands.

Game developer Activision-Blizzard is chasing TV budgets by making it easier for advertisers to compare esports and traditional sports audience behavior. How important is it to have audience measurement transparency to attract more advertisers?

Activision-Blizzard is once again reaffirming its status as an industry leader. The developers of the Overwatch League are establishing the industry precedent by translating their data in a way that can be understood by non-endemic brands that are interested in the space. I do not agree with the sentiment that TV advertising budgets are being chased, as ratings for television programming and the corresponding advertising budgets continue to decline yearly. I see the situation more as Activision-Blizzard helping to translate, if not fill the need for marketers seeking to understand the space.

Do you think Activision Blizzard is taking the right steps to attract bigger and better TV dollars?

I believe that Activision Blizzard is front-running the new era of esports. I am confident that Blizzard will continue to build the Overwatch League’s ecosystem true to their vision, which in turn will attract advertising dollars. I am optimistic that in this next year’s season of the Overwatch League it will become apparent to advertisers that the scope of esports is vast.

Photo by rawpixel.com from Pexels

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