Band is the only network in Brazil to show NBA matches on broadcast television. The problem? In the country of soccer, the NBA audience is 30 times smaller than the audience of the national soccer league. Since the network needed to boost its NBA ratings, instead of creating a rivalry with Soccer, the national passion, we decided to use it to our advantage.

We studied every single NBA franchise to correlate them with Brazilian soccer teams. From these coincidences we created a data-driven targeting campaign to emotionally impact soccer fans with contextualized NBA content.

We let every soccer fan know that whatever was going on in their team was also happening at an NBA team.

By extracting and analyzing data from both sports, we found specific coincidences that allow us to deliver contextual ads in real time to fans of specific teams.

For example, we connected penalty kick conversion rates to free throw percentages, thus highlighting players who never miss. We linked the league's top scorers to the season's point leaders, generating new ads at the end of each round. And we even found similarities among long-distance shots, delivering hyper-related content at the moment they took place.

Using data-driven targeting, we let every soccer fan know that whatever was going on in their team was also happening at an NBA team.

All the data was integrated into the campaign through an automated platform that generated ads by correlating data from both sports to deliver real-time content to specific audiences. We first used it in the final rounds of the 2021-22 regular season, leading up to the playoffs. This tool also allows us to scale the strategy and use it in future campaigns, according to the games that Band wants to promote, or the regional audiences that Band wants to reach.

For example, we connected penalty kick conversion rates to free throw percentages,

thus highlighting players who never miss. We linked the league's top scorers to the season's point leaders, generating new ads at the end of each round. And we even found similarities among long-distance shots, delivering hyper-related content at the moment they took place.

The strategy allowed Band Network to target a large audience for the first time in an NBA campaign, delivering 2560 unique ads (made from 250 data correlations) and reaching more than 60 million people. The average NBA audience rating increased by 16% vs. the previous season, and engagement increased by 350%, encouraging Band to keep this strategy in the years to come.