Outdoor proponent Sportsman Channel will become officially measured inside of Nielsen households, starting next week.
The network, which is looking to build its base of non-endemic sponsors, says it has been monitoring Nielsen's demonstration data for over a year, and, with promising trends in all key metrics, has elected to report the data externally on March 26.
"Sportsman Channel is the gateway to a targeted, premium audience of American Sportsmen and women who are savvy, brand conscious, passionate and highly acquisitive," said Sportsman Channel CEO Gavin Harvey in a statement. "Now with Nielsen as our measuring partner, we can deliver on the demand from national advertisers who want to connect with the 82 million consumers who call themselves sportsmen."
The network recently announced that its universe had surpassed 31 million homes. The increase in households has helped to secure major endemic and non-endemic advertising partners such as Chevy Trucks, Ram Trucks, Can Am ATVs and SSVs and Realtree.
Mary Jeanne Cavanagh, Sportsman executive vice president, advertising sales, is overseeing the effort to expand the network's roster of national, non-endemic advertisers.
"The availability of Nielsen data will greatly enhance our attractiveness to the many non-endemic advertisers who will benefit from being on our air," she said, noting the network's heavy male audience composition is attractive to advertisers in the automotive, home improvement, beer and soft drinks, retailing, fast food and travel categories.
Graig Hale, vice president, business development, leads Sportsman's endemic sales, which have surged over the past year: "Sportsman Channel represents a lifestyle that is as strong as it has ever been in this country. Americans are enjoying shooting sports, hunting, and fishing in growing numbers, and that growth is fueling strong demand for our network from endemic businesses."
More about multichannel news
Latest
