• by Karlene Lukovitz  @KLmarketdaily, December 19, 2023

In an example of streaming services’ push to deliver more detailed performance metrics to gain an edge in the increasingly competitive advertising arena, sports-oriented streamer Fubo has tapped the TV outcomes platform EDO to measure consumer behavior across sports, news and entertainment content.

EDO will provide connected TV ad engagement data across all Fubo advertiser campaigns, including reports on which demographics are most engaged with ads on the streaming service.

EDO claims that initial findings show that sports fans are 29% more likely to engage with ads on sports networks carried by Fubo than ads in live sports on the average linear network, and that viewers are 16% more likely to engage with ads seen on Fubo overall than with ads on traditional linear TV and competitive streaming platforms.

The early findings also show men ages 25-54 being 35% more likely to engage with ads on Fubo versus linear and competitive streaming services, according to EDO. The same demo was 37% more likely to engage with automotive ads and 72% more likely to engage with telecom ads on Fubo than on linear or other streamers.

Women 18-34 were 18% more likely to engage with financial services ads on Fubo than on linear and other streamers.