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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

One of the nicer ways to use Twitter was to have it open as a companion during some major event, whether it's a sports match or the election or the Oscars or something like that. And that service is splintered across a lot of these platforms. Reddit now has these live blogs on sports subreddits that are very popular and get a lot of activity. There are places for those users to go, if not Bluesky.

Live engagement is at an all-time high, with 70% of viewers using multiple platforms while watching the game, according to a new Adtaxi survey. The most effective Super Bowl campaigns are no longer just a single ad鈥攖hey鈥檙e an entire conversation spanning digital, social, and streaming. Given that, it's no surprise omnichannel media is a leading investment priority for brand and agency marketers.

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

NBCU and Macy鈥檚 deal highlights live events as crucial opportunities: Advertisers reach massive audiences through events like the Macy鈥檚 Thanksgiving Day Parade.

Disney recently announced plans to acquire a majority stake in streaming service Fubo and merge it with Hulu + Live TV, creating a large pay TV service and clearing the way for Venu Sports to launch and disrupt sports streaming. Without a major rights deal of its own, Roku could struggle to attract new customers.

This includes intrinsic ads in racing or sports games, or more elaborate game collaborations in virtual worlds. Shoppable formats are coming. Roblox has introduced ads leading to branded immersive experiences, an early form of shoppable ads.

Oscars viewership falls 7% but improves across younger demographics: The ratings decline doesn鈥檛 necessarily mean that live events are a lost cause.

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.

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.

Venu Sports is officially dead: Disney, Warner Bros. Discovery, and Fox are scrapping the controversial sports streaming service to focus on existing products.

Its WWE deal will bring another high-viewership, recurring, live streamed event to the service, and is likely to draw advertisers. Our take: The US launch of Netflix鈥檚 ad tech represents the streaming service鈥檚 ad business reaching maturity.

DirecTV and Dish challenge the Disney-Fubo merger: Legal fight over Venu Sports launch highlights antitrust concerns in sports streaming.

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.

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.

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.

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.

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.

The news: Despite strides in streaming, linear TV still maintains an 86% share of overall ad impressions鈥攏early 17 billion daily impressions, per iSpot.tv. iSpot estimates that linear TV grew 3.3% in overall ad spend in the first sixth months of 2025, reaching $21.9 billion. Our take: While linear ads may lag behind the precision of CTV, they still command massive reach that drives results. Millions of viewers still watch live TV, preserving linear鈥檚 ad potential. A successful ad strategy will tap into its enduring influence while gradually allocating spend toward CTV to align with shifting viewing habits.