There are just a few weeks left until the 2025 US Open, but with Resonate, it’s not too late to plan a campaign. Resonate delivers audiences that power the most accurate view of consumer—so you can get more from every media dollar. Campaign performance is only as strong as the data behind it, which is why our audiences are built on continuously refreshed, AI-powered insights including dynamic intent, preferences, and psychographics. That means you can reach the right people with the right message, in the right channels, at the right time—driving sharper, more measurable performance. And it works: one client cut cost per conversion by 23%, while another saw ROAS climb by 50% using Resonate data.
This three-week-long event represents a serious opportunity for brands to target and connect with both in-person attendees and people watching at home. Last year’s attendance set a record with over 1M attendees—and that’s just counting the people who went in person. This year is expected to be even bigger. With continuously refreshed, AI-powered data, Resonate can help you craft your own Grand Slam: a marketing campaign that successfully engages its audience, wins you new business, reduces your churn rate, and drives increased ROI. Who are the 20.2M US Open fans, and what do they want from the brands they do business with? Here’s a quick primer:
US Open fans’ income ranges across the board, but a significant 31% make $150K or more annually, with 14% making $250K or more. Their top personal values include maintaining a good public image, safety in community and nation, and acquiring wealth and influence. They also care about social and professional status and gaining respect from their peers, all of which go along with the polished, old-world image that goes along with watching what was once a game played by royalty. Many of them are amateur tennis players themselves, and they also enjoy gambling on sports and watching women’s sports either on TV, online, or in person.
These consumers are more likely to purchase products that are luxurious, innovative, and rewarding, and less likely to buy goods and services that are familiar, trustworthy, and easy to use. In keeping with their tendency to be higher earners, price isn’t the biggest consideration for this audience when it comes to purchasing priorities. In fact, while this audience does use coupons and look for sales, they don’t over-index for either of these behaviors. They’re also not especially interested in loyalty programs.
Instead, 43% prioritize brand over other considerations. Another 23% prefer to buy from a retailer that offers an easy return policy, and 22% want their retailers to have friendly, helpful staff. Another 15% want staff to be fast and responsive—all things to keep in mind when you’re deciding which angle to take with your ad copy and creative.
Where should you target these consumers? Resonate data shows they spend a significant amount of time online, with nearly one-quarter spending 40 hours a week or more on the Internet. Their top TV networks include the Golf Channel, Bloomberg TV, and ESPNU, and their top paid streaming subscriptions are DIRECTV Stream, Apple TV+, and ESPN+. Their most-read magazine is Costco Connection, and they love travel apps.
Speaking of travel, how might these fans be getting to the US Open if they attend, and where will they stay? Resonate data shows their preferred hotels include Doubletree, Hyatt Hotels, and Hampton Inn/Suites, and their top airlines are Air Canada, US Airways, and Virgin America.
This year, make sure you’re one of the US Open winners. Schedule a consultation to speak with a Resonate data expert today.
