Gavin Buxton’s Post

With sports making up 19% of all national linear TV ad impressions in Q4 2023—the largest quarterly share iSpot has ever reported—now is the time to ensure your sports ad measurement is driving business results, especially with the NFL season kicking off. Download now: https://lnkd.in/eCj2m8hM Our Sports Ad Measurement Buyer’s Guide breaks down the key factors to consider when selecting the right sports ad measurement tool, assuring you get the most out of every ad dollar across linear TV, streaming, digital, social and out-of-home viewing. Download to access: 🏈 9 non-negotiable capabilities for cross-platform sports ad measurement 📊 Critical factors for optimizing the entire sports ad life cycle, from creative and audience to outcomes ✅ A checklist for evaluating holistic sports ad measurement tools

On The Fly: Quick Sports Hits With Riddhi New data shows that live sports continue to dominate cable TV ratings. Despite streaming services gaining traction, nothing beats the thrill of watching a live game. This highlights the enduring power of real-time events and the importance of finding innovative ways to engage audiences. Live sports continue to reign supreme in cable TV ratings, proving their enduring power in the face of streaming services. According to Nielsen data, the top 20 most-watched programs in the first quarter of 2023-24 were all live sports events. The NFL, NCAA Men's Basketball Tournament, and NASCAR dominate the list, showcasing the enduring appeal of live sporting events for viewers. This trend highlights the need for networks to prioritize live sports content and find new ways to engage audiences in a rapidly evolving media landscape. #livestreaming #sports #television #cable #ratings #engagement #futureoftelevision #marketing #media #content The Hollywood Reporter Link: https://lnkd.in/ddfgzAv9

Attn: Anyone in the sports and TV biz Check out our latest Sports Ad Measurement report #sports #sportsbiz #tv #adtech #ads

Is the streaming service coming up from ESPN, FOX, and WarnerBros/Discovery a game changer or just a repackaged cable bundle? In my latest op-ed for Sports Business Journal, I delve into the new bundle to explore the implications of three titans of sports entertainment joining forces. With the trio controlling a whopping 85% of US sports rights, their platform has the potential to provide an innovative experience for both consumers and advertisers alike. And, with all that first-party data under one roof, the platform could provide a curated sports viewing experience unlike anything fans have seen before. Moreover, advertisers will be able to reach consumers with better personalized ads. Is this the future of sports streaming? Read the full op-ed here and tell me what you think: https://bit.ly/4cCxzSr #streaming #advertising #sports

In 2023, NFL games didn’t just win viewers—they owned them, claiming 93 of the top 100 most-watched U.S. broadcasts, up from 82 the year before. (per Nielsen) But here’s the question for marketers: Are you where the viewers are? 👀 With more Americans than ever streaming live sports, CTV offers a powerful opportunity to build brand awareness in a way that traditional TV just can’t match. This isn’t a fit for every brand—it's a play for those ready to invest strategically. Why Choose CTV for Live Sports Advertising? 🔹 Targeted Reach & Accurate Attribution: Stop wasting ad dollars on broad audiences. CTV hones in on the right viewers and tracks their actions, both online and offline, so you know exactly what’s working. 🔹 Lower Barriers to Entry: While still a significant investment, CTV delivers more bang for your buck compared to traditional TV, offering access to premium live sports without the traditional TV price tag. 🔹 Higher Conversion Rates: For brands that fit, the real-time nature of live sports drives high engagement, turning brand awareness into actionable results. Don’t sit on the sidelines. Let’s discuss if CTV sports advertising is the right play for you. Strategus is here to help you make it happen. 🏆 #CTV #Advertising #NFLAdvertising #LiveSports

🏟️ A winning session at Advertising Week New York! 🏟️ Tara Gotch, EVP at Comscore, Inc., joined a powerful conversation on the massive reach opportunities in sports programming and how advertisers can navigate the challenges of platform fragmentation. Accurate measurement has never been more crucial with sports rights shifting and content spread across linear, digital, CTV, and social platforms. Tara shared key strategies for cross-platform measurement and highlighted the latest innovations that allow marketers to quantify their scale and impact across channels. 📺📱 #AWNY #SportsMedia #AudienceReach #CTV #CrossPlatformMeasurement #Comscore #BroadsheetClient

The Numbers Don't Lie While viewers increasingly turn to on-demand content for their entertainment needs, the allure of live sports remains a powerful draw for TV audiences. Recent data paints a compelling picture of live sports' enduring appeal: 1. Live sports streaming now accounts for more than 30% of sports viewership, indicating a significant shift in how fans consume sports content. 2. However, traditional TV still holds its ground. A vast majority of sports programming is still watched in real-time, with pay-TV services being the first choice for many viewers when it comes to live sports. When we look at Spectrum TV sports viewing across all platforms and devices – both Linear and Streaming – over 232 Million hours were spent watching sports in Q2 of this year! 🏀 71 Million hours watching NBA ⚾ 61 Million hours watching MLB 🏒 18 Million hours watching NHL ⛳ 11 Million hours watching PGA Golf 🏀 7 Million hours watching NCAA Women’s Basketball As the industry evolves, we can expect to see continued innovation that blends the best of both traditional TV and streaming technologies, ensuring that sports fans have access to the content they love, regardless of the platform. ----- Want to get your message in front of sports fans at the local level? Connect with Spectrum Reach here: https://lnkd.in/dnwemnF7 #SpectrumReach #ctv #streamingtv #livesports

✅🖥️ Mediapost (7/29): “NBCU’s Total Audience Delivery for the Paris Olympics comes from live-plus-same day Nielsen custom fast national results and Adobe Analytics, for its digital data. The live "Paris Prime" viewership measure is inclusive of NBC Television Network, Peacock, USA Network, CNBC, E!, Paris Extra 1, Paris Extra 2, and additional NBCU digital platforms. U.S. primetime viewership includes NBC, Peacock, and USA Network. In terms of specific business outcome results, NBCU says that over the three-day period, its advertisers on average had 18% higher attention; 33% greater message recall; and 67% increased likelihood to search due to linear exposure rather than competitive broadcast/cable television. Overall high-performing advertising categories for attention, recall, and search outcomes included automotive, restaurants and movie studios messaging. This data come from iSpot; Marketcast; EDO Ad EnGage; and NBCU in-house audience insights. For NBCU's closely watched Peacock streaming platform, viewership averaged 10.9MM viewers over the 3-day period. Collectively, over the three day time period, Peacock amassed 4.5B minutes of viewers versus the entire 16 day of 2021 Tokyo Olympics which total 4.48MM minutes across all NBCU digital platforms.” ⬇️ #olympics #streamingtv #ctv #ott #crossscreen #upfronts https://lnkd.in/enbpYVbB

Bundles of Bundles, but Wait, theirs More! Almost 60% of Sports Fans Say They’ll Sign Up for Venu—Horowitz Research reports that about 58% of sports fans from age 18 to 49 say they’ll sign up for the new Sports streaming app, while the 50+ crowd appears less interested in streaming their sports. Venu is the name given to the joint venture between Disney, Fox, and Warner Bros Discovery, an attempt to create a sport streaming super-app. While pricing hasn’t been announced yet, Horowitz predicted a $35-$40 monthly cost, reflecting the sky-high price of sports content and putting the service in the league of virtual pay-TV bundles like Sling TV and well above Netflix-style SVOD packages. Needless to say, it seems dubious that so many consumers would embrace yet another new subscription app at a high price point. Nonetheless, analysts expect Venu could be very disruptive to traditional pay-TV operators. #nextgenstreaming #freecast #streamingwars #nomoreappdiving https://lnkd.in/e-iKeYsu

Ready to score big in the advertising game? 🏈📺 Look no further than Connected TV (CTV) ads during live sports events! 🚀 🔥 Advertising MVP: Live sports streaming on CTV is reshaping the advertising landscape. With 90% of advertisers ramping up their investments and nearly half planning to allocate MORE funds than ever before, it's time to join the action! 🎯 Hit your target audience: CTV offers unmatched reach and engagement, making it the ultimate platform to connect with your ideal consumers during adrenaline-pumping live sports events. 💥 Above The Fold utilizes The Trade Desk's innovative pacing system ensures your ads are in the game at the right moments, maximizing impact without breaking the bank. It's a game-changer, folks! https://lnkd.in/g28GRGZU #CTVAdvertising #LiveSports #BrandMarketing #GameChanger #programmaticadvertising #mediabuying