NEW YORK – Even for a stalwart TV brand like ESPN, digital represents a huge portion of its footprint. In fact, digital now brings a 23% lift in reach for ESPN , said Barbara Singer, VP, Advertiser Insights & Strategy, ESPN during an interview with Beet.TV. “If you didn’t have digital you would miss a lot of men. The lift is 23% of men. We think of digital many times as frequency but it also generates a lot of reach,” she said.

ESPN has been studying consumer behavior across platforms to better understand how fans consume sports across venues. Other platforms are incremental and don’t take away from TV time, she explained. Last September, ESPN launched its Project Blueprint initiative to measure consumption across five platforms — TV, PC, tablet, mobile and audio. The network learned it reaches 136 million adults in a given month and that men who are multiplatform consumers of ESPN content spend twice as much time with the brand as do those who only consume ESPN on one platform. For more insight into ESPN’s multiplatform approach, check out this video interview.

Singer was a speaker at the Beet.TV Video Advertising Effectiveness Summit held in New York last week.  The event was sponsored by Nielsen.