Finding the
right match
Generating new value through adapting the league’s fixture schedule.
Challenge
Long-term partners DAZN (broadcaster) and J-League (rightsholder) wanted to grow the commercial value of the league. Following some preliminary analysis, we identified the schedule as an opportunity to attract more fans watching on TV and in stadiums. We were engaged to find ways to optimise the schedule.
Solution
We analysed previous schedules to identify key drivers of viewers across timeslot, day of the week, brand strength of the teams, match context and so on. Using this information, we built a schedule optimisation model specific to J-League that uses machine learning to comply with key constraints and drive maximum value to both league and broadcaster.
One specific area of focus was in analysing the benefits of finding an additional weekday evening slot to increase viewership.
Impact
Our evidence convinced J-League to trial a Monday night slot, along with other changes. This will happen in the second half of the 2021 season.
“TFG’s compelling analysis help to create real impetus for change. Having the evidence presented so clearly made the change feel like the obvious thing to do rather than the big risk that it originally seemed.”
