A strong partnership proves the data: local fandom drives bottom-line brand results.

ADT sought to penetrate the highly competitive sports media landscape during Q1’26 to drive brand awareness among a specific, high-value demographic: engaged NFL and NBA fans. The primary hurdle was breaking through traditional advertising noise to establish a meaningful connection with listeners who are deeply invested in their local teams.

Solution: ADT leveraged the Locked On Podcast Network through a strategic Run-of-Network (RON) campaign featuring host-read ambassador ads for each sport. This approach prioritized efficiency and scale, utilizing the “tribal” loyalty of the Locked On audience. By choosing personalized host-reads over generic producer-reads, the campaign focused on authenticity and deeper engagement, ensuring the brand message resonated as a trusted recommendation rather than a standard advertisement.

Example below:

Results: The campaign successfully met its reach and engagement goals, proving the effectiveness of the Locked On sports-centric model:

Full Delivery: Successfully delivered 100% of the targeted campaign impressions.
Superior Engagement: Achieved one of the strongest interaction rates compared to ADT’s other media partners during the same period.
Targeting Efficiency: Hit all sports-related audience targets effectively, maximizing both reach and budget.

Why It Worked: The success of this partnership was driven by Locked On’s expertise in the sports realm and the seamless execution of the activation. The thoughtful approach to host-reads fostered a more meaningful connection with the audience, making the brand a natural part of the daily sports conversation.

“By working with Locked On alongside our purchase of host reads and RONs, we were able to hit our sports targets efficiently and effectively. Their contribution not only complemented our strategy but also helped us maximize both reach and efficiency. This collaboration proved to be a valuable asset and played a crucial role in our success.” — ADT