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In this episode of the State of Streaming Podcast, Tim Rowe hosts Shelley Stansfield, co-founder of Centriply, a tech-enabled agency that specializes in media buying and ad tech development. Our conversation explores the current landscape of local linear sports advertising and how it can be layered with streaming TV targeting and measurement.
Here are three key takeaways from our enlightening conversation that every marketer and advertiser should consider:
- Household-Level Targeting is the Foundation for Effective Local Campaigns: The conversation centers on the household as the true unit of measurement for local advertising success. Shelley simply reminds us that “The households don’t move,” making them a stable anchor for actually precise audience targeting. By mapping at the census block level, advertisers can align linear TV with digital audience segments, measuring performance across mobile, CTV, and traditional TV within the same footprint. This approach shifts focus from broad TV DMAs to more actionable business outcomes—connecting every impression to ROI across the entire customer funnel.
- 00:01:05 - Audience Targeting and Measurement
- 00:02:52 - The Importance of Households in Advertising
- 00:04:18 - Combining Streaming and Local Linear Advertising
- Blending Streaming and Local Linear TV Unlocks Efficiency:
Advertisers are finding real value in combining CTV and local linear TV—especially around local sports. Shelley advises, “Don’t stop at just CTV or just linear,” because integrating both delivers full-funnel coverage and maximizes reach across modern viewing habits. This blended strategy captures both streaming and traditional audiences, particularly passionate sports fans, in premium yet less crowded environments. It’s a smart play for brands seeking Super Bowl-level engagement without the Super Bowl-level spend.- 00:06:06 - The Value of Women's Sports Advertising
- 00:07:08 - Creative Opportunities in Sports Advertising
- 00:08:55 - Evolution of TV Advertising
- 00:10:49 - Understanding Carriage Agreements
- 00:12:12 - Impact of COVID on Regional Sports Networks
- 00:13:24 - Fragmentation in Sports Advertising
- 00:14:47 - Challenges in Inventory Submission
- 00:16:08 - Standardizing Advertising Data
- Women’s Sports Are the Next Big Advertising Frontier:
The surge in women’s sports presents a rare and growing opportunity for brands. Shelley describes it as “pristine beachfront real estate”—a space with immense audience passion and minimal ad clutter. Viewers here aren’t passive; they champion their teams and the values they represent. For brands, aligning authentically with this movement creates deep emotional resonance and long-term loyalty. Supporting women’s sports isn’t just a media buy—it’s a cultural statement that can turn sponsors into household names.- 00:18:25 - Opportunities in Local Sports Advertising
- 00:19:26 - Advanced TV Advertising Explained
- 00:21:07 - The Rise of Women's Sports Viewership
- 00:22:57 - Community Engagement in Sports
Connect with Shelley and learn more about Centriply here:
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