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For example, it now sells adidas鈥� adaptive training wear that鈥檚 designed for athletes who play sports while seated or in a wheelchair, as well as JanSport backpacks and crossbody bags designed in collaboration with the nonprofit Disability:IN. Our take: Not only is inclusivity a good goal in and of itself, but it is also a major business opportunity.

Many industries have a flagship event each year: for Hollywood, it鈥檚 the Oscars; for sports, it鈥檚 the playoffs or championships. For most brands, this pivotal time occurs in the fourth quarter. Given that this period is critical for brands, it follows that it is equally significant for retailers striving to capture consumer attention and drive sales.

奥辞尘别苍鈥檚 sports are gaining viewership, and Ally didn鈥檛 miss a beat in snatching up primetime ads for major women鈥檚 sporting events. The bank pledged to reach equal spending on men鈥檚 and women鈥檚 sports within five years, but is already nearing its target. Its marketing team also decided to try something new鈥攖he bank partnered with Roku to produce an original series showcasing women entrepreneurs.

Not to be outdone, Walmart Connect inked a deal with NBCUniversal to support retail media-powered ads within live sports. This came after several successful connected TV and digital partnerships, including with Roku and TikTok, as well as data integration with its Walmart+ partner Paramount+.

Without the major live sports event, Peacock lacks a 鈥渒iller app鈥� to attract new viewers. The next few months will reveal if Peacock鈥檚 promotion of original content during the Olympics will keep churn low.

ESPN+, meanwhile, is proof of the enduring value of live sports, even if many of its offerings are niche. ESPN+ viewership also benefits from its bundle with Disney+ and Hulu. The virtual multichannel video programming distributors (vMVPDs) are small, but YouTube TV is set for major growth thanks to the NFL.

Roku Sports Channel will be accessible on Roku devices, Fire TVs, and Samsung and Google TVs. Why it matters: Cost-conscious consumers are thirsty for niche content and more affordable options, especially as major streamers like Disney raise prices for their subscription-based services.

But with so much demand drained out of the platform, those seeking value might consider giving it a look, especially advertisers looking for news and sports junkies. Insider Intelligence | eMarketer research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

Airball: Last week, Sports Illustrated publisher The Arena Group terminated CEO Ross Levinsohn after a report that the publication used AI to produce stories and create fake author bios. The questionable content was removed from the magazine's website.

What it means: Live sports will continue to play an important role in the battle for CTV ad dollars. Sports rights will be important for streamers, as will the need to innovate on what sports viewing means, either through multiview options akin to NFL RedZone or through alternative broadcasts like Paramount鈥檚 Nickelodeon NFL games. This was originally featured in the 蘑菇AV Daily newsletter.

News, sports, and dating follow a less extreme version of the same pattern. Both app categories showed strong growth in 2020 but dipped in 2021. Both will also have steady growth going forward. Sports apps (not shown below) grew by 6.6% in 2021, following a modest 3.8% growth in 2020, and will grow another 3.5% this year.

The company joined other streaming services like YouTube and Amazon Prime Video in dishing out billions for sports rights when interest rates were much lower. Late to the frenzy: The changing financial realities of sports rights deals are made clear by FIFA鈥檚 Club World Cup struggles.

Discovery's bid to match Amazon鈥檚 offer, which may lead to legal challenges and create further problems for the beleaguered media giant; it also hurts Venu Sports, the upcoming sports property from WBD, Disney, and Fox. The future of 鈥淚nside the NBA,鈥� a popular show on Turner, is also uncertain, although there is optimism about its potential move to Amazon.

US sports betting is on the rise, with total sports betting handle projected to increase by 35.0% to $184.45 billion this year, according to our March 2023 forecast. Sports betting site FanDuel had a Super Bowl ad for the (sports) books last year, featuring a live field goal kick from former NFL player Rob Gronkowski. FanDuel will be back in 2024鈥檚 game, featuring Gronkowski making another attempt.

New York Times expands ad targeting: The Athletic and other lifestyle properties enable brands to reach engaged audiences, reducing focus on hard news topics.

The integration of shoppable ads and expansive sports offerings, including the recent NBA deal, positions Amazon to capture significant market share. A likely price increase for Prime in 2025, coinciding with the NBA deal鈥攚hich includes rights to the surging WNBA鈥攔eflects Amazon's confidence in its streaming service's value.

Before streaming became the norm, ESPN was the definitive brand for watching sports on television. But now, major sports leagues have been splintered across a variety of streaming services: Amazon hosts Thursday Night Football, YouTube has acquired Sunday Ticket rights, and that鈥檚 just the NFL. Other leagues like Major League Baseball are also fractured across platforms.

Although YouTube made earlier attempts to capture CTV viewing by investing in premium content, it has since focused on two areas that differentiate it from services like Netflix: its creator community and live sports. With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta鈥檚 share of social video.

Peacock and Paramount+ will use live sports programming to increase ad revenues. Live sports will likely have a bigger impact on Peacock than they will for Paramount+. This is because Peacock鈥檚 sports programming features a mix of linear TV retransmissions and streaming exclusives, whereas Paramount鈥檚 sports programming is available on CBS. Read the full report.

As streaming of live events like sports and awards shows increases, advertisers鈥� CTV strategy may not be set up for live TV. And just like how the mood may change within a TV show, a live event鈥檚 mood will likely change from one point to another.

They're leaning back into sport and performance, and I think they have a real opportunity in North America to seize on some of the white space that may be created with Nike's current struggles. So I think this is a brand and retailer where we're seeing really significant payoff from their turnaround efforts. Sara Lebow (25:08):. It's funny that adidas' CEO came from Puma.

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. This includes TV content from on-demand/streaming services, live TV, and recorded TV.

Fanatics, for example, the sports merchandise company that has since expanded into sports betting, launched FanCash+, which allows its users to earn cash back on purchases made everywhere from Apple stores to local restaurants, which they can use to buy jerseys or place bets. Five trends shaping the future of affiliate marketing.

SoFi: Besides the traditional marketing mix of growing social media presence, email marketing, print, and outdoor advertising, this startup has invested heavily in sports advertising. That鈥檚 what helped elevate the brand into mainstream recognition.