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This includes creating branded content, sponsoring premium sessions that offer ad-free listening in exchange for engagement, and partnering on exclusive live events. For example, Nike created a collection of playlists for runners under its Nike Run Club label, and FanDuel cohosted a Super Bowl Weekend VIP party featuring special performances.

Streamers will grow ad inventory through live events. Netflix is expanding its lineup of live events, from reality show reunions to sports championships, to attract more ad dollars. This November, Netflix will stream the boxing match between Mike Tyson and Jake Paul and starting in 2025, Netflix will be the home of the WWE鈥檚 weekly wrestling show 鈥淩aw.鈥�

Brands are increasingly investing in sports and forging partnerships with leagues, as sports offers exceptional growth potential. Viewers frequently interact with sports content on their phones and tablets, and partnering with the UFC gives Meta access to a highly engaged audience.

As college sports amateurism dies, marketers are increasingly working with student-athlete influencers.

And for some, isn't it also offsite, but on their own platforms, if you think about Amazon and Amazon Prime and all of their live stream sports where they're using their data from the ad network too and here too, it's like either they're the endemic brands that they're talking about in the prime video or, but that's another really seamless way of using the data, not disrupting the customer experience and

Digital pay TV options like YouTube TV, fuboTV, and Hulu + Live TV are still doing well, just not well enough. Digital pay TV households will grow 5.3% in 2025 (reaching 20.3 million), led by a strong 8.7% viewership increase from YouTube TV鈥攚hich is still benefiting from its heavy investment in NFL Sunday Ticket.

There was a lawsuit related to sports rights and the now defunct attempt to create an app called Venue that was going to combine a bunch of sports. But also what has happened is that Hulu with Live TV's growth has almost flat-lined.

Streamers have indicated that they鈥檙e willing to spend billions on sports rights, and yearly events like award shows have also increased asking prices in contract renegotiations, sometimes even abandoning long-time broadcast partners. Disney recently became the broadcast partner for the Grammys from 2027 onward after it paid 20% more than previous partner CBS, The Journal reported.

At the moment, sports and certain reality series are bolstering linear viewership, helping it remain a significant player despite its dwindling market share. But with competition for sports ad space surging, there are other channels marketers can mix into their budgets to reach those potentially older, lower-income consumers.

I'm kind of talking about sports and investment, but it's a story, really. The U.S. is incredibly good at many sports because there's a lot of investment in a lot of sports in the U.S., but I want to tell you the story of Eric Moussambani. (02:43):. Does that ring a bell with anybody? Anyone heard of him? He is from Equatorial Guinea. He turned up to Olympic trials in 2000 Sydney Olympics.

This year鈥檚 Super Bowl broadcast will air on CBS and stream live on Paramount+. The company is also broadcasting what it calls the 鈥渇irst alternate telecast of the Super Bowl鈥� on Nickelodeon, which will be aimed at younger viewers. The split telecast is a mixed bag for advertisers. It will help certain advertisers reach younger viewers.

Newsletter sponsorships, out-of-home ads, and live events are among the other influencer marketing tactics more marketers are experimenting with. Marketers are also working with creators in more creative ways. Taco Bell hired a creator, Ash Xu, to film a TV commercial, while agency Razorfish brought creators in-house to develop content for clients.

It also added episodic format options for creators and a Watch With feature for commentary over live events. Changing the screen: YouTube is also capitalizing on the fact that most US adults鈥�77.4%, per our forecast鈥攗se a smartphone while watching TV.

21% of marketers worldwide will revolve US sponsorship efforts around the Olympics this year, putting it ahead of the NFL (20%) and NBA (18%), per January 2024 data from Genius Sports.

Eurovision is one of the world鈥檚 few non-sporting events that unites millions of people. Brands can incorporate popular artists鈥� songs into marketing collateral to deliver authentic experiences, build awareness, and drive sales all at the same time. Enlist singers as influencers and brand ambassadors beyond the competition.

Is my Roman Empire/Lives rent-free: Both of these phrases mean something that is perpetually on someone鈥檚 mind. For example, Oreo鈥檚 iconic 2013 Super Bowl tweet might be your Roman Empire or lives rent-free in your mind. The rent-free phrase is fairly simple to understand: It鈥檚 a concept that will never be evicted from one鈥檚 mind.

TV will officially be less viewed than digital video, according to our forecast, as users spend more time streaming appointment TV, scrolling TikTok, and watching news and sports through digital options like YouTube TV and Hulu + Live TV.

The opportunity: Hispanic viewers offer marketers a chance to tap into a diverse, rapidly growing consumer segment that is highly engaged with sports media and has significant buying power. Hispanic audiences have helped popularize soccer in the US, but their viewership of other sports is rapidly rising. Since 2021, Hispanic Super Bowl viewership has grown 51%.

Prime Video hosts first upfront show: Amazon unveils a star-studded lineup of new series, movies, and sports content to attract advertisers.

Discovery is launching a 24/7 CNN stream named CNN Max on its Max service on September 27, which will be part of an open beta for news featuring both live shows from CNN and new programming tailored for the Max streaming audience. This service will be available across all of Max's subscription tiers. The platform has also hinted at expanding its sports content.

Over 90% of respondents reported watching live TV in H1 2023. High TV penetration in the US is tied to a broad array of options including over-the-air network TV and cable channels that specialize in news, sports, and daytime or primetime entertainment. Almost all (99.1%) of respondents watched TV in any form in H1 2023.

Go further: Read our Live FAQ on the TikTok ban.

According to Sports Business Journal, thanks to the League's newly-enhanced dasherboard technology, which allows for the seamless insertion of virtual ads during live broadcasts, the NHL can finally target Canadian fans with Canadian ads during the post-season. That's one home win for the Canada team already. And that's my three in three this month.