Connecting fandom to business outcomes
Data is also changing how brands evaluate fandom investments. Arena said PHD’s parent company, Omnicom, uses fandom, viewership, and consumption data to build more complete consumer profiles and inform media planning.
Arena explained that advertisers are increasingly interested in identifying customers who will return, rather than measuring only immediate conversions.
Looking ahead, Arena expects increasingly fragmented and personalized viewing habits to create new opportunities. She’s particularly interested in how the 2027 Women’s World Cup and 2028 Los Angeles Olympics could build new communities of fans around women’s soccer and emerging Olympic sports.
