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Hoops fans have their eyes and ears glued to the NBA playoffs, and that’s good news for sponsors of the games, who garner 11% higher unaided brand awareness among avid fans during playoff season. The number comes from ESPN, but it’s based on more than just a playoff season study; rather, it highlights a new approach to measuring ads across ESPN media.

The company has just begun to seed its roster of advertisers with new proprietary measurement data it hopes will help score more brand dollars across its television, digital, radio and print properties. Known as Convergence Effectiveness Modeling, the program combines information gleaned from an ongoing controlled-survey of people who consume ESPN content and some who don’t.

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