Have a question? Send us a text!In this episode of the State of Streaming Podcast,  Tim Rowe hosts Shelley Stansfield, co-founder of Centriply, a tech-enabled agency that specializes in media buying and ad tech development. Our conversation explores the current landscape of local linear sports advertising and how it can be layered with streaming TV targeting and measurement.Here are three key takeaways from our enlightening conversation that every marketer and advertiser should consider:Household-Level Targeting is the Foundation for Effective Local Campaigns: The conversation centers on the household as the true unit of measurement for local advertising success. Shelley simply reminds us that “The households don’t move,” making them a stable anchor for actually precise audience targeting. By mapping at the census block level, advertisers can align linear TV with digital audience segments, measuring performance across mobile, CTV, and traditional TV within the same footprint. This approach shifts focus from broad TV DMAs to more actionable business outcomes—connecting every impression to ROI across the entire customer funnel. 00:01:05 - Audience Targeting and Measurement00:02:52 - The Importance of Households in Advertising00:04:18 - Combining Streaming and Local Linear AdvertisingBlending Streaming and Local Linear TV Unlocks Efficiency: Advertisers are finding real value in combining CTV and local linear TV—especially around local sports. Shelley advises, “Don’t stop at just CTV or just linear,” because integrating both delivers full-funnel coverage and maximizes reach across modern viewing habits. This blended strategy captures both streaming and traditional audiences, particularly passionate sports fans, in premium yet less crowded environments. It’s a smart play for brands seeking Super Bowl-level engagement without the Super Bowl-level spend.00:06:06 - The Value of Women's Sports Advertising00:07:08 - Creative Opportunities in Sports Advertising00:08:55 - Evolution of TV Advertising00:10:49 - Understanding Carriage Agreements00:12:12 - Impact of COVID on Regional Sports Networks00:13:24 - Fragmentation in Sports Advertising00:14:47 - Challenges in Inventory Submission00:16:08 - Standardizing Advertising DataWomen’s Sports Are the Next Big Advertising Frontier: The surge in women’s sports presents a rare and growing opportunity for brands. Shelley describes it as “pristine beachfront real estate”—a space with immense audience passion and minimal ad clutter. Viewers here aren’t passive; they champion their teams and the values they represent. For brands, aligning authentically with this movement creates deep emotional resonance and long-term loyalty. Supporting women’s sports isn’t just a media buy—it’s a cultural statement that can turn sponsors into household names. 00:18:25 - Opportunities in Local Sports Advertising00:19:26 - Advanced TV Advertising Explained00:21:07 - The Rise of Women's Sports Viewership00:22:57 - Community Engagement in SportsConnect with Shelley and learn more about Centriply here:https://www.linkedin.com/in/shelley-stansfield-003577285/https://www.centriply.com/

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