Xfinity’s latest esports activation already paying off

YouGov
July 16, 2021, 1:12 PM UTC

American broadband provider Xfinity is capturing the attention of the nation’s esports fans following a partnership with high-profile streamers to establish Team Xfinity. 

Xfinity announced in June its plans to expand partnerships with streamers, content creators and gamers. The lineup includes Bugha, BasicallyIDoWrk, JoshOG, Elspeth, TheMavShow, Ekuegan, and IAmBrandon.

YouGov BrandIndex data shows Ad Awareness for Xfinity among those interested in esports increased by 25% between June 11 and July 1, with 18% of the esports audience indicating they had seen an ad for the broadband provider recently. 

“The audiences of these streamers can look forward to special content, sponsored streams and many surprises ahead,” read the announcement from the company. “Xfinity will have regular sponsored streams that offer special content for their fans— helping build even more powerful connections between the streamers and their viewers.” 

Further, this activation has already translated into a spike in purchase Consideration for the brand. YouGov BrandIndex data indicates 13.3% of esports fans would consider buying services from Xfinity as of July 6, up from 9.2% on June 9. 

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Xfinity’s Ad Awareness score is based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. Scores are based on an average daily sample size of 483 adults who are at least a little interested in esports and 3,733 US adults. 

Xfinity’s Consideration score is based on the question: “When you are in the market to purchase or subscribe to services, from which of the following would you consider buying?” and delivered as a percentage. Scores are based on an average daily sample size of 483 adults who are at least a little interested in esports and 3,733 US adults. 

Samples were taken between April 8 – July 7, 2021. Figures are based on a four-week moving average. Learn more about BrandIndex.

Image: Xfinity