Understanding sports audiences has never been more important, or more complex. Canadian fans are shaped by geography, culture, media habits and motivations that go well beyond game day. Vividata helps sport associations, teams and leagues make sense of that complexity and turn it into confident decisions. A Canadian-owned, not-for-profit organization, Vividata is the country’s leading provider of cross-platform audience measurement, surveying more than 75,000 Canadians annually across 100,000+ variables. Its flagship SCC | Study of the Canadian Consumer is the largest syndicated study in Canada and a trusted resource for media agencies, media owners and marketers. For those looking to go deeper into sports-specific insights, Vividata’s SCC/Sports brings a focused lens to Canadian sport fandom—from hockey, curling, basketball and soccer to women’s sports, the Super Bowl and FIFA. Deeper Insights One of Vividata’s biggest strengths is that it looks beyond who’s already in the stadium. Drawing on a sample of more than 55,000 Canadian adults, the SCC/Sports database combines demographics, geography, consumer behaviour and opinions with sport-specific insights such as event attendance and merchandise spending, social media engagement, sponsorship awareness and even sports betting frequency and spend. Connect with us Vividata reports make complex data easier to work with, helping teams make smarter decisions across marketing, sponsorship and media planning. Pasquale (Pat) A. Pellegrini, Ph.D. President & CEO [email protected] Opportunity in the details Vividata’s newest product, Vividata Spatial, takes insight to the hyper-local level, right down to postal codes. Sport organizations operate in competitive, local markets that require the kind of precision that can uncover new audiences, untapped potential for sport events or products, and align marketing and media strategy with real behaviour. Make Smarter Decisions with Better “You probably know who’s coming to your events,” says Vividata President & CEO Pat Pellegrini, “but what’s really exciting is seeing the fans who aren’t—the people who care about your sport but engage differently and maybe didn’t show up. Our data reveals the market beyond what you already know, helps organizations see where they’re underreaching, and how to adjust. That is where growth really lives.” Where Insight Meets Action The data doesn’t stop at interest or awareness, it tracks action. “We can see intent and action— whether fans plan to attend, buy merchandise, search after they’ve seen an ad, or engage digitally,” Pellegrini explains. “That’s really important when you’re planning events, evaluating sponsorships or making marketing investment decisions.” And when it comes to reaching fans, media insight is built in. “This is where we really shine,” says Pellegrini. “Knowing your fans is powerful, but knowing how to reach them is essential. We show how different fan segments actually spend time across TV, digital, social and audio, so sport organizations can align their marketing and media with real behaviour.” 15 SPRING 2026 | ADRENALIN ADRENALINMAG.CA SPONSORED FEATURE
