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Thursday, July 01, 2010

Wharton Studies World Cup Access

Wharton WIMI studies how fans access the World Cup via ESPN:

" ... ESPN, which is televising the World Cup, is using the soccer tournament as a living laboratory to test how people consume sports. Do they watch it on TV? Listen to radio? Watch streaming video online or dial it up on their mobile? Do they use more than one medium at a time? Do they follow particular teams?

"We can get a very clear picture of how people navigate across these platforms and what they do," said Steven Ennen, manager of the Media Initiative. The information can help ESPN price advertising, deploy staffing resources, and select broadcast times ... "

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