Sports Fandom
Advertising, Branding & Sponsorships
NBA Finals 2024-2025
How Lumiere Measured Fandom During the NBA Finals
We used Lumiere to test content featuring the 2024-2025 NBA Conference Finals Matchups and their stars and to dig into the why behind fandom What we found says a lot about how fans are connecting with athletes today and what effects viewers' perceptions of the NBA, teams, and all-star players.
Star Power, Measured in Real Time
As the 2024–2025 NBA Finals approached, we used Lumiere to evaluate fan engagement and brand sentiment across the four conference championship teams: the Oklahoma City Thunder, Minnesota Timberwolves, Indiana Pacers, and New York Knicks. Using Lumiere’s powerful multi-video testing space, Channels, Latitude recruited 400 NBA fans to watch and react to highlight reels featuring each team’s star player. Viewers submitted real-time reactions, left timestamped comments, and answered prompted brand perception questions—all captured seamlessly within Lumiere. Their responses were compared to a 100-person control group to measure the true impact of NBA content.
Star Power, Measured in Real Time
As the 2024–2025 NBA Finals approached, we used Lumiere to evaluate fan engagement and brand sentiment across the four conference championship teams: the Oklahoma City Thunder, Minnesota Timberwolves, Indiana Pacers, and New York Knicks. Using Lumiere’s powerful multi-video testing space, Channels, Latitude recruited 400 NBA fans to watch and react to highlight reels featuring each team’s star player. Viewers submitted real-time reactions, left timestamped comments, and answered prompted brand perception questions—all captured seamlessly within Lumiere. Their responses were compared to a 100-person control group to measure the true impact of NBA content.
Star Power, Measured in Real Time
As the 2024–2025 NBA Finals approached, we used Lumiere to evaluate fan engagement and brand sentiment across the four conference championship teams: the Oklahoma City Thunder, Minnesota Timberwolves, Indiana Pacers, and New York Knicks. Using Lumiere’s powerful multi-video testing space, Channels, Latitude recruited 400 NBA fans to watch and react to highlight reels featuring each team’s star player. Viewers submitted real-time reactions, left timestamped comments, and answered prompted brand perception questions—all captured seamlessly within Lumiere. Their responses were compared to a 100-person control group to measure the true impact of NBA content.
Star Power, Measured in Real Time
Within a Lumiere Channel, fans freely navigated and watched Conference Championship hype videos for both matchups: Knicks vs. Pacers and Timberwolves vs. Thunder. Following exposure, Lumiere collected favorability ratings for each team’s star player—giving our clients a clear view of how content shapes audience opinion. Key Insight: Lumiere identified a clear ranking of player favorability compared to the control group: Shai Gilgeous-Alexander (Thunder): +20 ppt Anthony Edwards (Timberwolves): +16 ppt Tyrese Haliburton (Pacers): +14 ppt Jalen Brunson (Knicks): +13 ppt This kind of real-time, moment-level insight is exactly what brands and sponsors need to evaluate star impact, optimize creative, and align messaging.
Star Power, Measured in Real Time
Within a Lumiere Channel, fans freely navigated and watched Conference Championship hype videos for both matchups: Knicks vs. Pacers and Timberwolves vs. Thunder. Following exposure, Lumiere collected favorability ratings for each team’s star player—giving our clients a clear view of how content shapes audience opinion. Key Insight: Lumiere identified a clear ranking of player favorability compared to the control group: Shai Gilgeous-Alexander (Thunder): +20 ppt Anthony Edwards (Timberwolves): +16 ppt Tyrese Haliburton (Pacers): +14 ppt Jalen Brunson (Knicks): +13 ppt This kind of real-time, moment-level insight is exactly what brands and sponsors need to evaluate star impact, optimize creative, and align messaging.
Star Power, Measured in Real Time
Within a Lumiere Channel, fans freely navigated and watched Conference Championship hype videos for both matchups: Knicks vs. Pacers and Timberwolves vs. Thunder. Following exposure, Lumiere collected favorability ratings for each team’s star player—giving our clients a clear view of how content shapes audience opinion. Key Insight: Lumiere identified a clear ranking of player favorability compared to the control group: Shai Gilgeous-Alexander (Thunder): +20 ppt Anthony Edwards (Timberwolves): +16 ppt Tyrese Haliburton (Pacers): +14 ppt Jalen Brunson (Knicks): +13 ppt This kind of real-time, moment-level insight is exactly what brands and sponsors need to evaluate star impact, optimize creative, and align messaging.
Boosting Intent to Watch
Viewers who engaged with the Conference Finals content through Lumiere showed an 8% lift in likelihood to watch the Finals—proving the direct value of hype content on tune-in behavior. Even more compelling, Lumiere data showed a +14% increase in agreement with the statement: “The NBA is an entertaining league.” These insights help networks and sponsors justify investments in pre-event content, measure campaign impact, and better understand what drives fandom.
Boosting Intent to Watch
Viewers who engaged with the Conference Finals content through Lumiere showed an 8% lift in likelihood to watch the Finals—proving the direct value of hype content on tune-in behavior. Even more compelling, Lumiere data showed a +14% increase in agreement with the statement: “The NBA is an entertaining league.” These insights help networks and sponsors justify investments in pre-event content, measure campaign impact, and better understand what drives fandom.
Boosting Intent to Watch
Viewers who engaged with the Conference Finals content through Lumiere showed an 8% lift in likelihood to watch the Finals—proving the direct value of hype content on tune-in behavior. Even more compelling, Lumiere data showed a +14% increase in agreement with the statement: “The NBA is an entertaining league.” These insights help networks and sponsors justify investments in pre-event content, measure campaign impact, and better understand what drives fandom.
Brand Sentiment & Small-Market Excitement
With Lumiere’s AI-powered analysis and filtering tools, we explored broader league perceptions—specifically around market diversity in the playoffs. Fans exposed to the content were significantly more likely to agree with statements like: “This year’s NBA Conference Finals are fresh and exciting.” “I enjoy the mix of teams still remaining in the NBA playoffs.” “I enjoy when small market teams make it far in the playoffs.” These findings underscore how the right content—tested and optimized through Lumiere—can reframe narratives and deepen brand love across a changing fanbase.
Brand Sentiment & Small-Market Excitement
With Lumiere’s AI-powered analysis and filtering tools, we explored broader league perceptions—specifically around market diversity in the playoffs. Fans exposed to the content were significantly more likely to agree with statements like: “This year’s NBA Conference Finals are fresh and exciting.” “I enjoy the mix of teams still remaining in the NBA playoffs.” “I enjoy when small market teams make it far in the playoffs.” These findings underscore how the right content—tested and optimized through Lumiere—can reframe narratives and deepen brand love across a changing fanbase.
Brand Sentiment & Small-Market Excitement
With Lumiere’s AI-powered analysis and filtering tools, we explored broader league perceptions—specifically around market diversity in the playoffs. Fans exposed to the content were significantly more likely to agree with statements like: “This year’s NBA Conference Finals are fresh and exciting.” “I enjoy the mix of teams still remaining in the NBA playoffs.” “I enjoy when small market teams make it far in the playoffs.” These findings underscore how the right content—tested and optimized through Lumiere—can reframe narratives and deepen brand love across a changing fanbase.
Sports Testing in Lumiere
The 2024–2025 NBA Finals study is a clear example of how Lumiere turns content engagement into strategic insight. From tracking real-time emotional reactions to isolating the impact of specific players and creative assets, Lumiere gives brands, broadcasters, and agencies the tools they need to evaluate content performance with speed, clarity, and depth. Whether you're testing trailers, measuring campaign lift, or exploring fan perception across audience segments, Lumiere makes it easy to move from video to insight—and from insight to smarter decisions.
Sports Testing in Lumiere
The 2024–2025 NBA Finals study is a clear example of how Lumiere turns content engagement into strategic insight. From tracking real-time emotional reactions to isolating the impact of specific players and creative assets, Lumiere gives brands, broadcasters, and agencies the tools they need to evaluate content performance with speed, clarity, and depth. Whether you're testing trailers, measuring campaign lift, or exploring fan perception across audience segments, Lumiere makes it easy to move from video to insight—and from insight to smarter decisions.
Sports Testing in Lumiere
The 2024–2025 NBA Finals study is a clear example of how Lumiere turns content engagement into strategic insight. From tracking real-time emotional reactions to isolating the impact of specific players and creative assets, Lumiere gives brands, broadcasters, and agencies the tools they need to evaluate content performance with speed, clarity, and depth. Whether you're testing trailers, measuring campaign lift, or exploring fan perception across audience segments, Lumiere makes it easy to move from video to insight—and from insight to smarter decisions.
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Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
