In a fragmented video ecosystem in which every impression counts, sports advertising delivers. Attracting millions of viewers, live sports programming is the ticket to large, engaged audiences. And as more sports content shifts to streaming, new pathways open up for advertisers to reach their intended viewers.
Based on an analysis of Comcast aggregated ad exposure and viewership data, the Sports Replay gives brands insight into last year’s sports viewership and how
advertisers can benefit from sports advertising.
From major championships to local home games, action-packed live sports programming draws in large audiences and provides advertisers the opportunity to reach them in real time. In fact, half of all live content is sports-related.1
In 2023:
of sports programming watched was live2
of households (HHs) reached by sports were incremental, or unique to sports content4
490M were delivered through streamed sports3
The reach of live sports programming extends beyond the NFL, NBA, and MLB seasons. Sports fans continue to watch sports programming throughout the year with HHs spending an average of 23 hours per month with live sports.5
With a plethora of sports content to choose from, captivated sports fans heavily gravitate toward professional leagues. The “Big Four,” MLB, NBA,NFL, & NHL, continue to deliver the large majority of sports advertising impressions.7
Major professional sports make up 68% of total sports impressions.7
NFL, MLB, and NBA deliver the greatest sports impressions in two-thirds of markets.8
MLB delivered the highest number of overall sports impressions in 2023.7
As live sports become increasingly available via streaming, advertisers have more ways than ever to connect with viewers. To efficiently reach new audiences, brands should consider extending investments beyond the “Big Four.”
In fact, according to a recent survey, sports fans are +36% more likely to consider watching at least one non-Big Four sport in the next 12 months.11 Women’s sports leagues also continue to garner more interest from fans and advertisers.12
Whether fans tune in from the comfort of their home or from a social setting like a bar, sports bring people together.
The communal experience of live sports events increases ad visibility and audience reach. And it’s not just the games that draw viewers in 20% of HHs reached by sports tune in to non-game content like pre-game footage and talk shows.5
We’ll put you in front of the right audience at the right time to drive real results.
Let’s connect, whether you have questions or
are ready to create the right campaign for your business
