Affinity targeting in sports broadcasting: The effect of personalized team placement on consumer responses and advertising effectiveness
Affinity targeting in sports broadcasting: The effect of personalized team placement on consumer responses and advertising effectiveness
Zhang, W., Xu, Q., Ruoyu Sun, & Conway, M. (2026, August). Affinity targeting in sports broadcasting: The effect of personalized team placement on consumer responses and advertising effectiveness. Paper presented at the Association for Education in Journalism and Mass Communication (AEJMC) Annual Conference, New Orleans, LA.Abstract: This study investigates the effect of sports team-based affinity targeting using team-related elements on advertising effectiveness. Drawing on personalization and social identity theory, we propose an initial framework to understand how the placement of team elements influences fans’ felt targetedness, group self-esteem, and its effect on persuasion outcomes. Using an experiment with a sample of 383 college football fans, we find a positive effect of affinity targeting, offering insights into AI-supported real-time targeting strategies.
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