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On TV, auto brands are centralizing advertising around sports events鈥�sports accounted for 71% of auto TV ad spend in April, per iSpot. But as economic headwinds pile up, automakers are instead turning their attention to digital advertising channels like search, social, and digital video, which offer clearer performance metrics than traditional channels.

Sports will increase its share of upfront commitments, according to Christi Uban at Marketing Architects. Because sports inventory is finite and in-demand, it鈥檚 becoming more common for TV networks to require non-sports commitments from advertisers buying sports, she said. E.W. Scripps placed women鈥檚 sports at the center of its upfront presentation.

FAST trend grows globally: New channels from Free Live Sports, CBC, and Pluto TV showcase demand for free, ad-supported streaming options.

The 2024 Games were that year鈥檚 biggest sports sponsorship event, making Visa鈥檚 strategy of large sporting events a tentpole of its marketing efforts. Our take: Visa鈥檚 partnership with FIFA serves to increase its visibility across vital markets, boost brand awareness, and illustrate the value of its services in connection with the exhilaration of the FIFA club games.

Sports leagues will continue to succeed. Rights for sports broadcasts keep growing, and sports continue to increase their importance in upfront negotiations. Sports ad inventory will be sold at a premium while the rest of the entertainment industry suffers. TV networks will take a hit. Media companies with significant linear TV assets鈥攍ike NBCUniversal, Disney, Warner Bros.

Live sports (low disruption). Key market dynamics. The NFL 鈥淪unday Ticket鈥� deal upped the ante for YouTube and live sports. But the costs associated with securing this type of top-tier sports coverage means it鈥檚 an isolated case, at least for now.

NBCUniversal and Amazon paid a fortune for NBA rights in the hopes that Peacock and Prime Video would continue to gain and maintain subscribers due to exclusive sports rights. We forecast that live sports viewing will keep shrinking on traditional TV and growing on digital services. In 2022, more sports viewers watched via traditional TV than digital services.

Canceling Venu Sports is expected to cost Disney鈥檚 sports segment $50 million, further adding pressure to its streaming business. Peacock is betting big on live sports, but profitability remains elusive. The platform added 16% more subscribers YoY, reaching 36 million, while revenues surged 46% to $4.9 billion.

Provide an overview of our UK key ecommerce retailers forecasts as of Q4 2024, including Amazon, Sainsbury鈥檚, Tesco, John Lewis Partnership, Ocado, Next, Currys, Boots, Marks & Spencer, Asos, JD Sports, and Boohoo. Help retailers benchmark their sales against Amazon and other competitors. Equip retailers with the data to forecast future ecommerce sales growth.

Key stat: US digital live sports viewers now outnumber traditional pay TV live sports viewers, per our September 2024 forecast. 114.1 million people in the US will watch live sports via digital this year, compared to 82.0 million pay TV viewers. Streamers are consequently investing more in sports rights, which means even more people cutting the cord and watching via digital.

Sports, one of the biggest topics of discussion on X, has been growing consistently on Threads. Sports-related creators have grown follower communities by nearly a million users collectively, per Meta data, and sports represents the fastest-growing category of 鈥渋nfluential creators鈥� on the platform.

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.

While Flagg will be the first NBA top pick in the past decade (and likely ever) to sport New Balances, he joins a formidable roster of athlete ambassadors helping the brand shed its 鈥渄ad shoe鈥� image, including NBA star Kawhi Leonard, WNBA standout Cameron Brink, and baseball MVP Shohei Ohtani.

Overall, apps that have everyday-use appeal, including entertainment and photo and video apps, are better bets than those only checked occasionally, like sports apps.

The news: Netflix will offer linear TV content from French broadcaster TF1 including scripted shows and live sports in France beginning next summer, the two companies announced at Cannes Lions 2025. TF1 will distribute content and live broadcasts on Netflix鈥檚 platform, opening the door for future deals with other broadcasters. TF1 reaches 58 million monthly viewers, per the announcement.

Biddable pause ads can stand out from standard offerings by combining real-time bidding technology with contextual, viewer-specific targeting to better align with Fubo鈥檚 core sports audience鈥攎aintaining viewer interest and advertiser confidence in Fubo鈥檚 unique value.

An unlikely alliance: Lowe鈥檚 teamed up with Electronic Arts鈥� EA Sports unit and will be featured in several video games, including Madden NFL. The deal also includes a real-life interactive experience that will travel around the US to engage consumers during the upcoming pro football season.

After a slew of technical failures during November's Mike Tyson vs. Jake Paul boxing match live stream, advertisers are more aware than ever of what can go wrong during a popular event. And with Netflix's "NFL Christmas Gameday" just around the corner, which will feature Beyonc茅 performing during the Ravens vs. Texans halftime show, brands can strategize to make the most of a potential broadcast outage.

That blend of entertainment and live sports could help insulate Disney from broader market pressures鈥攅specially as consumer wallets tighten. Looking ahead: Disney+ is projected to generate $4.12 billion in US subscription revenues in 2025, per our forecast. That鈥檚 up 8.6% from the prior year, while its ad-supported tier should bring in $1.27 billion鈥攎arking a 20.1% increase.

For WBD, a potential spin-off of linear assets could help streaming growth, and Paramount must continue investing in sports and blockbuster content. Both companies will need to keep delivering streaming hits and managing costs prudently amid external pressures like trade disruptions and cautious consumer spending.

厂辫辞谤迟蝉鈥� growing popularity and ad effectiveness is visible in the data. EDO found that ads on women鈥檚 sports drove 40% more engagement than primetime inventory. Aiming to capitalize on growing Hispanic sports viewership, Fox and NBCUniversal inked a deal to air the recent Super Bowl on both Telemundo and Fox Deportes.

As CTV services increasingly show more live events and sports coverage, they chip away at some of the last remaining benefits of linear TV. Marketers should feel empowered to research and identify what CTV campaigns can offer compared to traditional TV. 3. CTV advertisers are already benefiting from measurement and performance goals.

At the same time, it鈥檚 working more closely with long-time retail partners like Foot Locker, Dick鈥檚 Sporting Goods, and JD Sports. But it has a lot of ground to make up: Wholesale revenues fell 7% YoY in the last fiscal quarter, a sign that retailers are reconsidering orders amid Nike鈥檚 declining brand heat and weakening demand.