Retail Vertical
Campaign Snapshot
- Vertical
- Retail
- Campaign
- Sporting‑goods retail campaign
- Markets
- Philadelphia
- Flight
- Q4 2024
- Networks
- NFL Network, FS1, TBS, ESPN
- The Challenge
- Local cable competing head‑on with broadcast stations in Philadelphia.
- What We Did
- Premium sports inventory in October, with free spots added through the final week.
- The Result
- The share was earned, and the campaign over‑delivered.
market share awarded, competing against broadcast stations
121.7%
weighted delivery
The Challenge:
In a Philadelphia market where broadcast stations compete aggressively for every retail dollar, being awarded a major share of a sporting‑goods retailer’s buy as a local cable partner is not a standard outcome. Broadcast typically dominates. Local cable supplements. This campaign inverted that dynamic — and the expectation that came with that share was clear: deliver it.
The Strategy:
The share was earned through demonstrated performance across prior campaigns — not negotiated on rate. The strategy for this campaign matched the audience: premium sports inventory in a sports‑obsessed market during October, with MLB Playoffs, NBA Opening Night, NFL, and College Football running simultaneously. NFL Network, FS1, TBS, and ESPN anchored delivery. 153 free spots were added throughout: bonus spots, plus Audience Deficiency Units (ADUs), the makeup spots owed when a schedule falls short of its promised audience. Most came in the final broadcast week, when inventory opened and Adonai moved aggressively to secure every available impression.
The Outcome:
922,668 impressions delivered against 757,999 contracted. The share was not just awarded — it was validated. When the agency buying director confirmed the share, the message was two words: “Took 30%!” That brevity said everything. The relationship that earned that share is the same relationship that produced the result.