Harnessing the power of storytelling in sports
summary
A six-month study uses 56 fan diaries, eight focus groups and a 1,200-fan quantitative test of 60 short videos to turn 18 audience-derived attributes into five predictive qualities — relatability, substance, provocative, humor, conversational — via regression and predictive modeling. The model explains 77% of entertainment value, 74% of brand lift, 64% of league affinity and 66% of recommendation. A practical storytelling optimizer is built and deployed to guide production choices by league, format and demo.
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chapters (10)
- 0:00Intro
- 1:10Our mission
- 2:05Methodology
- 5:42Results
- 10:32Relatability
- 16:30Provocative
- 20:56Humor
- 23:24Conversational
- 25:26Impact
- 29:03How are we using the insights
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