Study: 73% of Advertisers Plan to Make Live Sports Streaming Buys in Next Year
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George Winslow
Interest in making live sports streaming/CTV advertising investments during the next 6 to 12 months is even higher among ad agencies
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As live sports proliferates on streaming platforms and more viewers are watching live sports, new research from Premion and Advertiser Perceptions finds that demand for live sports streaming/CTV ad inventory is also growing.
The survey found that nearly three-quarters (73%) of advertisers plan to allocate budget to live sports streaming/CTV advertising over the next 6–12 months, driven by engaged fans and major live events. Agency demand is even stronger, with 79% planning to invest, compared with 65% of marketers, the study found.
At the same time, the study also indicated that advertisers also want better measurement, stronger proof of ROI and simpler ways to navigate an increasingly fragmented sports marketplace as they ramp up those investments.
“Live sports continues to deliver something incredibly valuable for advertisers: passionate audiences showing up in real time,” said Blake Hebert, head of publisher operations, Premion. “As more spo...