Author: Sam Bradley

The National Hockey League is turning toward TikTok as it works to recruit more fans and expand ice hockey’s footprint in markets beyond the United States and Canada.

The NHL’s most recent season brought it the best viewership figures in 14 years, with games on ESPN, ABC and TNT averaging 546,000 viewers — a 23% increase over the previous season.

According to marketing research firm EDO, brands running ads against hockey coverage in the U.S. saw campaign effectiveness (in this case, consumer searches immediately after an ad has aired) improve by 7% on average after Netflix hit Heated Rivalry’s breakthrough moment last November.

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YouTube wants to make more money from the people listening to audio on the platform, and it’s turned to SiriusXM Media to do it.

The two companies have struck an exclusive deal that hands SiriusXM Media the rights to sell YouTube’s “audio-first” inventory in the U.S. — or the impression generated when someone is listening to something on the platform rather than watching. That includes background music streams, podcast playback and talk-format content.

YouTube came to the audio firm about a year ago with data showing how much of that behavior was happening on the platform, and concluded the expertise to monetize it wasn’t sitting in-house – laying the groundwork for the partnership.

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