Slam dunk: The opportunity for brands to reach livestreaming sports fans

Jo Bowman

Sports fans are watching live events coverage using streaming services on connected TVs in growing numbers, challenging the traditional dominance of cable in this space.

Advertisers targeting sports fans are missing key opportunities to reach them because they fail to appreciate just how much live sport is watched in real time on connected TV (CTV), the 2022 IAB Annual Leadership Meeting heard.

Sean Buckley, chief revenue officer at online ad-tech company Magnite, said live sport was attracting by far the biggest audiences among all live content available on CTV, ahead of live linear content, news and awards shows.

He pointed to research commissioned by Magnite in late 2021 – covering people who watch at least seven hours of TV per week – which showed that:...

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