As people tend to make their evening TV viewing decisions on the way home from work, Score Media is hoping to be front and centre when that decision is made, thanks to a new content-sharing partnership with free Toronto daily t.o.night, Susan Arthur, VP, marketing and brand strategy, Score Media, tells MiC.

The sportscaster has inked a new deal with the free evening paper to take over branding of its sports pages and distribute exclusive news content, created by its sports personalities. Score Media reporters will also discuss their t.o.night content on-air and via the brand’s social media properties.

The goal was to capture that evening commuter audience share, Arthur says.

‘We wanted to advance the Score brand and because it’s a daily publication that is available while people are on their way home, that’s usually when people are making their tune-in decisions. So if we can be top of mind in the sports world at least, and we’ve got a particular live event on, or something that we want to draw their attention to, it’s great to be in situ: right place, right time.’

The first issue featuring Score branding appeared Monday. T.o.night publisher John Cameron said in a release that the free evening paper – handed out in the city core to pedestrians – has approximately 190,000 readers.