ESPN Is Measuring How Many People Tune In at Bars, Gyms and Even Maternity Wards

Downplays subscriber losses during theatrical upfront

For the second consecutive day, Hamilton made it's way into the opening of an upfront.

Broadway stars Daveed Diggs and Leslie Odom Jr. bookended ESPN's upfront this morning from The Minskoff Theater—home to another Broadway mainstay in The Lion King—with special performances centered around sports. But for ESPN, which finds itself in the unfamiliar position of actually having to sell itself to the ad buyers in the crowd, it was more than shamelessly trying to appeal to the New Yorkers in the seats.

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