Brief:
- Discount brokerage TD Ameritrade is sponsoring a section on the ESPN Fantasy Football app to show statistical trends for teams of fantasy players. The data visualizations are inspired by financial charts on the TD Ameritrade trading platform, per an announcement shared with Mobile Marketer.
- The charts show fantasy players how their teams are trending throughout the season, comparing an initial estimate of final standings with current information that includes account roster moves, injuries, performance of team members and matchup results. The information is presented in candlestick charts, similar to what traders use to see the high, low, opening and closing price of a security.
- The TD Ameritrade Fantasy Trends section of the app is part of a multi-year sponsorship and collaboration with ESPN, with closer integrations planned for future years. TD Ameritrade will be featured in ESPN broadcast and audio programming, digital assets and elsewhere.
Insight:
TD Ameritrade's trend charts in the ESPN Fantasy Football app aim to appeal to analytically minded sports fans and investors who pore over data about their fantasy teams in the same way they study financial and economic information that affects the values of securities. The integrations in-app and in other ESPN assets could put the brokerage front-and-center for fantasy football fans.
NFL fans who play fantasy sports are 47% more likely than the general population to have done post-graduate work or earned at least a master's degree, demonstrating their collective "smarts," per a survey by Nielsen Scarborough. They also are 67% more likely to have a household income of $250,000 or more, making them an ideal target for TD Ameritrade's financial services. About 12.5 million U.S. adults played fantasy football as of 2017, up from 7.4 million in 2012, the study found.
TD Ameritrade's mobile marketing efforts include last month's launch of an in-vehicle service that lets account holders check their investments and hear market information with a voice command. Drivers who use Google's Android Auto or Amazon's Echo Auto can request market summaries and industry updates, hear real-time quotes and get account balances while on the go. However, the company is currently looking for a new leader following last month's sudden resignation of CEO Tim Hockey.
