DAZN and Kantar Media – A powerful collaboration

Challenge

In an increasingly complex converged TV landscape, global sports streaming platform DAZN needed to optimise the monetisation of its advertising inventory during high-profile sports events.

Whilst DAZN had data from its own platform, it lacked demographic information about its audience. The challenge was to enrich its data to give their advertisers a deeper and more complete understanding of the audience.

Approach

DAZN partnered with Kantar Media in Spain to integrate its first-party data with Kantar Media’s panel data, which measures all in-home viewing.

Kantar Media enhanced DAZN’s data set with valuable demographic insights, shifting the focus from devices to individuals, and providing a deeper view of the platform’s audience.

Insight

By integrating DAZN’s own data into Kantar Media’s TV audience panel, DAZN gained greater audience insights, enabling more precise and effective ad selling. The platform used this data for its three main sports events in Spain: Formula1, LaLiga and MotoGP™. 

Formula 1 

Kantar Media’s insights provided valuable information on the consumption demographics of Formula 1, highlighting the event’s premium audience. The primary age range of viewers was between 18 and 55 years old, representing a key demographic with strong economic influence.  

Additionally, the data revealed that 88% of consumption occurred on TV screens, with the remaining viewed on mobile devices and laptops. This insight enabled DAZN to refine the consumer experience and tailor advertising accordingly. 

Impact

The partnership has significantly enhanced the monetization of DAZN’s ad inventory in Spain and provided a clearer, more integrated view of their audience. This has resulted in deeper insights to strengthen ad sales opportunities to DAZN’s partners.