The Many Reasons Brands Love Advertising on Live-Streamed Sports

The first live broadcast of a sporting event was the 1936 Olympics, which featured American sprinter Jesse Owens winning four gold medals. Since that first airing, sports have been an essential part of TV programming. 

Over the years, brands have embraced advertising during football games, soccer matches, golf tournaments, and other live sporting events. Advertisers love sports, because the telecasts deliver large audiences, including the hard-to-reach young male demographic.

Now that live sports are moving to streaming — Thursday Night Football on Amazon Prime and the coverage of many Olympic events only on Peacock being two prominent examples — advertisers have even more opportunities to boost their campaign performance.  

Innovid’s new report, Winning Big with CTV Advertising on Live-Streamed Sports explores the many reasons that the biggest advertisers in the world are embracing live-streamed sports. 

On live-streamed sports telecasts, advertisers reach their audience plus new ones across cord-cutters and cord-nevers. They can also leverage advanced creative for personalization, engagement, and even commerce. Finally, these advertisers gain measurement insight that simply isn’t available on linear TV. 

Take a closer look at Winning Big with CTV Advertising on Live-Streamed Sports, where you’ll find these and other insights:

1. Live-streamed sports are gathering more viewers every day with PwC predicting that almost 100 million viewers will stream a sports event at least once a month in 2025.   

2. Spending on CTV advertising will have doubled to more than $40 billion between 2022 and 2027, according to eMarketer, and much of that investment will flow to live-streamed sports. 

3. Live-streamed sports offer advertisers creative advantages. DCO strategies enable brands to personalize their messaging, and interactive ads can boost engagement all the way through to purchase. 

4. Advertising on live-streamed sports offers an exponential leap in the ability to measure frequency, reach, and outcomes. It also enables campaign optimization in real time to boost ROI. 

5. For publishers, live-streamed sports can be challenging. Using an ad server built for video and leveraging technology that enables interactive and dynamic creative helps your clients deliver experiences fans will love

Learn more about how live-streamed sports are poised to transform your advertising. Download the report.