Live sports have long been a cornerstone of traditional TV advertising, but the game is changing. With the rise of Connected TV (CTV), sports advertising is moving from stadiums to screens, offering brands a unique opportunity to connect with audiences in new and meaningful ways.
  

The Opportunity in Live Sports

Many American sports fans are streaming games and events, with 65% expected to have done so in 2024. This represents a threefold increase since 2019. Moreover, 64% of viewers report paying attention to ads during live sports, and 74% wish these ads were more relevant to their interests. For advertisers, this means a highly attentive audience ready to engage with tailored messaging.  

Why CTV Sports Advertising Works

- Scale and Precision: With programmatic capabilities, brands can combine the broad reach of live sports with the precision of targeted advertising.
- Enhanced Engagement: Sports fans are deeply invested in the content they’re watching, creating a natural context for impactful ad placements.
- Cross-Device Reach: CTV enables seamless audience engagement across devices, making it easier to drive viewers from awareness to action.

Strategies for Success

To leverage CTV sports advertising effectively, brands should focus on:
1. Creative Relevance: Use audience insights to craft ads that resonate with viewers' passions and interests.
2. Measurement and Attribution: Employ tools like brand lift studies and footfall attribution to quantify the impact of campaigns.
3. Interactive Formats: Explore shoppable and QR code-enabled ads to enhance interactivity and drive conversions.

As more sports fans turn to CTV for live events, advertisers have an unprecedented opportunity to combine scale, precision, and engagement. By embracing CTV sports advertising, brands can stay ahead of the curve and score big with their target audiences.  

Sources: 1) LG Ads Solutions, USA, Jan 2024; 2) YouGov, USA, Aug 2024; 3) eMarketer, USA, 2023; 4) Statista, 2024; 5) ESPN + Magna Global, July 2024