Dan Fleetwood sits down with Michelle Auguste (former VP of Global Media Insights at the NBA) to unpack the complexities of sports media measurement. Michelle explains out-of-home viewership, why standard ratings leave millions of fans uncounted, and why social media virality doesn't always translate to live TV ratings.
Measuring sports media isn't like measuring scripted television. When live trades, star injuries, and blowout games can shift viewership minute by minute, standard rating models fall short. In this episode, Dan Fleetwood sits down with sports executive leader and market research professional Michelle Auguste to explore the unique mechanics of sports insights.
Michelle pulls back the curtain on how sports leagues track out-of-home venue panels, why Nielsen's co-viewing metrics are heavily debated, and how leagues use deduplicated, multi-platform metrics to measure true global fandom.
Guest:
Michelle Auguste – Passionate leader and strategic thinker with 20+ years of experience in media analytics, insights, and strategy development. Former VP of Global Media Insights at the NBA, Michelle specializes in translating complex data into actionable recommendations that optimize content engagement, drive distribution, and support revenue-generating decisions across the media and sports landscapes.
Useful links:
Michelle Auguste on LinkedIn: https://www.linkedin.com/in/michelle-a-0696225/
Dan Fleetwood on LinkedIn: https://www.linkedin.com/in/danfleetwood
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