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1、SPORTSADVERTISINGBRAND EXPERIENCEANDREPORTIt has been a big year for the world of sports advertising.Major tentpole events like March Madness and the Super Bowl have remained prime advertising opportunities for marketers.The 2024 Olympics are also shaping up to be an industry blockbuster with US bro

2、adcaster NBCU reporting a record of$1.2 billion in ad sales.Brands are increasingly turning to sports programming to capitalize on these“lean-in”moments and align their brands with popular social pastimes.Beyond the usual programming,however,sports advertising has taken on a new tone.Womens sports l

3、eagues are gaining significant traction and the industry is responding accordingly.Sportsbooks saw record revenue in 2023.The rise of CTV with interactive ads,exclusive sports programming,and targeting innovations has captured sports advertisers attention,with nearly half reporting an increase in th

4、eir live sporst investments on CTV.The landscape is growing and evolving every day.The sports advertising opportunity is undeniable.Marketers who understand how people engage with sports programming and what they expect from advertisers will win in an increasingly crowded market.Our inaugural report

5、 offers the insights needed to get ahead of the game,including:Who the sports advertising audience is Top devices,platforms,and bundles for sports viewing Perceptions of and preferences for ads during sports programming Preferred ad formats for sports viewersSports advertising is having its momentME

6、THODOLOGYDISQO surveyed 2,810 US sports viewers(18+)from our first-party audience,between June 11-18,2024.More than 2.3 million people have opted in to share their brand experiences with DISQO,empowering clients to cultivate deep insights about their target audiences and to perform objective,single-

7、source measurement of advertising effectiveness on attitudes and digital behaviors.Nearly 155 million people watch live sports in the US.To help marketers understand the biggest fans of sports programming,we outline the demographic breakdown of frequent sports viewers:Adults(18+)who reported watchin

8、g sports at least weekly(n=1777).Defining next gen sports fans40%60%FEMALEMALEGender disparities arent as significant as you may expectSports have long been considered a boys club,but its safe to say that marketers can also reach a significant portion of women through sports investments.Looking beyo

9、nd traditional segmentation will position brands for long-term growth,especially as the industry leans on womens leagues for untapped markets.17%30%34%18%GEN ZMILLENNIALGEN XBOOMERSILENTSports advertising is a multi-generational opportunityTheres good engagement across all age groups,but Millennials

10、 and Gen Xers are most engaged.This points to sports unique ability to captivate diverse audiences.As more sports programming shifts to digital,we will likely see growth among younger audiences.19%60%21%$125KLower-and middle-income consumers are fully tuned inOnly one-fifth of upper income sports vi

11、ewers(greater than$125k)reported regular sports viewing.By focusing on the highly engaged lower-and middle-income groups,while also creating opportunities to attract and retain upper-income viewers,marketers and media platforms can optimize campaigns for maximum impact.*Values 2%and below are not no

12、ted in the chart*ReportSports Advertising 4Sports viewing has traditionally been relegated to linear television.But,as the world turned to multiple devices,channels,and services,so too did the way people watch sports.Cross-channel campaigns and measurement,including social media,are now table stakes

13、.How people watchCross-channel campaigns and measurement,including social media,are now table stakes.OVERALLOn which device(s)do you watch sports programming?WE ASKEDWEEKLY+40%45%MOBILE20%25%TABLET25%29%DESKTOP/LAPTOP26%29%NON-CONNECTED TV70%71%CTVCTVs dominate sports viewership,surpassing non-conne

14、cted TVs by nearly three times.Mobile also holds a significant share of sports viewership,as streaming apps have made it easier than ever to view content from anywhere.Mobile viewing also rises among frequent sports viewers,who are more likely to closely follow games on the go or outside of the home

15、.Here,we examine through which devices consumers consume sports programming today,so that marketers can meet them where it matters most.Sports viewersReportSports Advertising 5Where people watchThrough which platform do you prefer to watch sports programming?WE ASKEDOlder consumers are significantly

16、 more likely to look to non-connected options than younger generations.Given that the biggest sports fans are Millennials and Gen Xers,marketers should allocate their ad spend accordingly between both connected and non-connected TV to reach both cohorts.OVERALLGEN ZMILLENNIALSWe also looked at viewe

17、rs preferred platforms for watching sports.CTV apps and streaming services rank as the top for sports viewing,but non-connected options still hold a sizable portion.Social media apps have a long way to go before they are trusted as a preferred viewing platform for sports.SOCIAL MEDIA SATELLITE TV CA

18、BLE TVBROADCAST TVCTV APPS&STREAMING SERVICES46%45%50%47%38%21%20%18%23%25%17%14%13%19%23%5%5%5%4%7%4%4%4%3%4%GEN XBOOMERSReportSports Advertising 6Reticence for too much changeWhen your favorite sports league changes networks and/or distribution platforms,how does that make you feel?WE ASKEDWhile t

19、he evolution of sports advertising has empowered media platforms and advertisers to engage with consumers in new ways and through multiple channels,too much change can be frustrating for viewers.People want easy access to their preferred sports content and they want brands to meet them where they ar

20、e.Here,we gauge how people feel about distribution changes for their preferred sports leagues to help programmers innovate with an eye toward the viewing experience.More people have negative sentiment about changes for their preferred sports programming than positive sentiment.Frustration and annoya

21、nce are the two most common feelings,likely because a change in distribution often requires new subscriptions.While innovation is beneficial,media owners should be mindful of how programming changes will factor into consumer perceptions and behaviors to avoid creating friction with their audience.EX

22、CITED20%HAPPY20%RELIEVED9%CURIOUS15%INDIFFERENT21%ANNOYED31%DISAPPOINTED19%CONFUSED11%FRUSTRATED27%ANGRY10%ReportSports Advertising 7Our Ad-Supported Streaming report found that bundles are making a comeback across the streaming landscape.In the world of sports,this is also true with over half of al

23、l respondents reporting a sports bundle subscription.Media owners continue to introduce a growing number of sports-specific bundles.ESPN,Fox,and Warner Bros.Discovery-three of the most influential sports broadcasters in the US-have announced plans to launch a joint sports streaming service,Venu Spor

24、ts,this year.This partnership will surely create ripples across the sports ecosystem.Bundles are thrivingHow do you subscribe to sports bundles?WE ASKED43%34%23%Through virtual carriers(SlingTV or FuboTV)Through traditional carriers(Comcast,Verizon,DishTV)Directly through providers(ESPN+)Among those

25、 who subscribe to sports bundles,traditional carriers are most popular,followed by virtual carriers.This stands in contrast to our general ad-supported streaming findings,where consumers said they preferred smaller bundles like ESPN+and Disney+.Marketers should take note of these differences to best

26、 cater to the sports audience.While streaming has emerged as the next big thing in TV(and theres no question that its influence is massive),there is some work to be done to provide the value that sports fans seek.58%of viewers subscribe to a sports bundleStreaming bundles may not be it but streaming

27、 overall still dominates sports viewing-especially as CTV devices continue to raise the bar for on-device capabilities.Here,we shine a spotlight on consumer preferences for sports streaming.A spotlight on sports streamingAre you likely to subscribe to a new streaming service so you can watch your fa

28、vorite sports programming?WE ASKEDAlmost two-thirds of sports viewers said they would subscribe to a streaming service to access to their favorite sports programming.This rises significantly among frequent sports viewers,Gen Z,and males.Gen Zs enthusiasm for sports streaming is worth noting,given th

29、at they did not report as much engagement as other generations.Marketers looking to reach this influential demographic through sports advertising should look to streaming as a prime channel.-15BOOMERS+5+8+8-5WEEKLY+GEN ZFEMALEMALESAID YES73%ReportSports Advertising 9Taking home the streaming goldTo

30、dig deeper into sports fandom and streaming,we look to 2024s biggest sporting event:the Paris Olympics.Three-quarters of sports viewers said they definitely plan to watch the games and another eleven percent(11%)said they were unsure.Are people excited enough about the Olympics to subscribe to a new

31、 streaming service specifically to view that content?The short answer is yes.Below we explore nuances across key demographics.Do you plan to subscribe to Peacock to access Olympic programming?WE ASKEDYESNO49%29%56%26%60%22%29%40%OVERALLWEEKLY+GEN Z BOOMERConsumers are willing to pay more for added v

32、alue in streamingAmong those who plan to watch the Olympics and dont already have a Peacock subscription,half said they planned to purchase a subscription simply to watch the Olympics.If you deliver added value in streaming,consumers are willing to pay.Gen Z is the cohort that is most likely to purc

33、hase a subscription specifically to watch the Olympics,which further underscores their preference for viewing sports through streaming channels.ReportSports Advertising 10We know that people are consuming sports programming on multiple devices,but theyre also using second screens and mobile devices

34、to multitask.Eighty-eight percent(88%)of people reported that they engage with other activities while watching sports.Below,we outline which activities people said are most popular during sports viewing so that marketers can create experiences for multitaskers and capitalize on possible cross-channe

35、l synergies.Viewer attention is divided88%multitask while watching sportsBrowsing social media is by far the most popular activity,whether to engage in online discussion about the sport or to simply browse content.Socializing,housework,playing games,online shopping,and exercise are not too far behin

36、d.As a whole,marketers need to be cognizant that people will not necessarily be paying full attention to a game and,as a result,the ads playing during programming.They should acknowledge these behaviors and deliver engagement tactics(i.e.shoppable ads,advergaming,etc.)that draw people to the primary

37、 screen and also consider cross-platform campaigns that target multi-tasking consumers across other screens.15%13%13%13%11%9%8%7%5%Watch other sportsFollow other sportsWorkReadPlace online betsWatch other showsOnline chatsHomeworkResearch advertisers28%26%24%24%21%Socialize in personHouseworkPlay mo

38、bile/online videoShop onlineExercise44%Browse social123userid:145584,docid:526981,date:2024-09-27,ReportSports Advertising 11Now that weve set the stage for sports programming consumption,lets gauge what they think about the ads.Ad relevance is an important contributor to brand perceptions and conve

39、rsions.Innovations in targeting have enabled deeper personalization.The state of ad relevanceHow relevant do you find the ads shown during sports programming?WE ASKEDMore people agree than disagree(+31)that ads during sports events should relate directly to the sport itself.One-third are neutral.Ove

40、rall,brands have more to gain from developing ad content that acknowledges the viewers preferred sport.How much do you agree with the statement:“I want advertising during sports events to relate directly to the sport”?WE ASKEDOverall,marketers are delivering relevant content,especially to sports ent

41、husiasts.Only 13%of respondents said they found ads shown during sports programming irrelevant.Frequent sports viewers were most likely to to say ads were“very relevant.”48%35%17%AGREENEUTRALDISAGREEOVERALLWEEKLY+GEN ZBOOMERSFEMALEMALE$125KReportSports Advertising 12No matter the channel,consumer vi

42、ewing experiences should be a top priority.Theres nothing more irritating during sports programming than inopportune interruptions or heavy ad loads that cut into game time.With the rise of CTV,ad loads have been a particularly hot topic.Now more than ever,sports advertisers and media partners need

43、to balance effective delivery with the viewing experience.Balancing ad loads with experienceHow do you feel about the amount of ads in sports programming?WE ASKEDNearly half of all sports viewers(45%)said that current ad loads are just right or that they would be receptive to more.There is not much

44、room for media platforms to introduce heavier ad loads without negatively impacting the experience,but its encouraging that increased streaming ad loads arent deterring sports viewers.However,its a fine line to balance.Another half of respondents said there are too many ads.Only a fifth said there a

45、re“way too many,”so some slight adjustments could effectively address these concerns and sway more people toward the“just right”sweet spot.Subsciption pricing is also important to consider.When asked how people feel about ad loads in relation to subscription pricing,18%said they would accept more ad

46、s if it meant lower pricing or free access,while 31%said they would pay more to reduce the number of ads during programming.The rest(51%)said they felt ad loads were appropriate for the cost.The bottom line?People have different preferences,so providing different value exchanges is key in winning th

47、e battle for subscribers.TOO MANY A LITTLE TOO MANYITS JUST RIGHTA FEW MOREA LOT MORE36%39%4%2%19%We established that sports programming attracts a broad audience,making it a prime opportunity for brand building.In our Consumer Trends 2024 report,61%of consumers said that the specific experiences th

48、ey have with brands are top perception drivers.Lets dig into how specific sports advertising experiences impact brand perceptions.Sports ads drive brand favorabilityHow much do you agree with the statement:“I place more value on brands that advertise on sports programming I like”?WE ASKEDNearly half

49、 of all sports viewers(44%)said they place more value on brands that advertise during sports programming.This rises to more than half among frequent viewers and Gen Zers.Males are not far behind either.Advertisers can expect to see greater campaign impacts with these cohorts.Boomers are most skeptic

50、al,but a large portion also said they felt“neutral.”This suggests that there is room to sway them over to favorability with the right experiences.STRONGLY DISAGREEDISAGREENEUTRALSTRONGLY AGREEAGREE15%29%35%14%7%21%33%30%11%22%30%33%11%6%20%38%22%14%13%26%38%15%8%17%31%32%13%7%OVERALLWEEKLY+GEN ZBOOM

51、ERSFEMALEMALE*Values 5%and below are not noted in the chart*Now that sports viewing has shifted to multiple devices and channels,there are more avenues for ushering people further down the marketing funnel toward sales.In this section,we take a look at how sports advertising influences purchase inte

52、nt.New opportunities for driving outcomesHow much do you agree with the statement:“I am more likely to consider purchasing brands that advertise on sports programming I like”?WE ASKEDAgain,nearly half of sports viewers(48%)said they are more likely to consider purchasing from brands that advertise d

53、uring programming they like.Across all cohorts,we see a slight increase in purchase intent over brand favorability,which we covered on the previous page.This is an encouraging sign for marketers and media platforms alike,as sports advertising is proving to be a full-funnel marketing opportunity.15%3

54、3%31%15%6%21%37%27%11%21%32%32%12%7%25%33%23%12%12%31%34%17%6%18%34%28%13%7%OVERALLWEEKLY+GEN ZBOOMERSFEMALEMALESTRONGLY DISAGREEDISAGREENEUTRALSTRONGLY AGREEAGREE*Values 5%and below are not noted in the chart*ReportSports Advertising 15During this years Super Bowl,Paramount+introduced a range of ne

55、w engagement tactics for advertisers to encourage viewers to take action with their brand,such as interactive overlays and QR codes.Disney+just recently announced the launch of“advergames”and shoppable ads across its inventory,including sports.So,we wanted to understand how likely people are to try

56、out these features.Nearly half(46%)said they are likely to engage and 23%are not sure yet.By offering engaging and relevant CTAs,advertisers can move viewers through the funnel in ways that werent possible before.Interactive ads are a growing opportunityHow likely are you to engage with interactive

57、ads such as QR codes,shoppable ads,or real-time polls?WE ASKED12%EXTREMELY UNLIKELY19%23%32%14%SOMEWHAT UNLIKELYNOT SURESOMEWHAT LIKELYEXTREMELY LIKELY46%would engage with interactive ads23%could be swayed ReportSports Advertising 16Not every sports ad is created equal,so we asked sports viewers to

58、select which ad formats they believe offer the best experience for people watching sports programming.While we found on the previous page that people are willing to engage with new and innovative ad formats,tried-and-true traditional ads are overwhelmingly the favorite.A third of sports viewers also

59、 chose branded or sponsored segments,such as halftime shows or“Player of the Game,”likely because they fit seamlessly into the viewing experience and offer additional entertainment.Contests and giveaways were not far behind either,offering added value to viewers beyond one-sided content.Winning ad f

60、ormatsWhat types of ads offer the best experience for the sports viewer?WE ASKEDLOGO PLACEMENTS ON CLOTHING/EQUIPMENT24%INTERACTIVE ADS16%LEAGUE/VENUE NAMING RIGHTS16%BANNER ADS24%DIGITAL LOGOS ON FIELDS/STADIUMS21%CONTESTS/GIVEAWAYS30%TRADITIONAL ADS49%BRANDED/SPONSORED SEGMENTS32%TITLE SPONSORSHIP

61、S24%Takeaways for sports media and advertisers123Capitalize on the cross-media opportunityWith sports viewers engaging with multiple screens,channels,and platforms,advertisers and media owners have an opportunity to reach and resonate with them at many touchpoints.Innovations in targeting allow adve

62、rtisers to tap into cross-media synergies and reach audiences beyond gameplay.Single-source,cross-channel measurement is crucial for sports advertising campaigns,revealing how different touchpoints work together to create brand lift and move audiences to action.Balance effective delivery with the vi

63、ewing experiencePeople are receptive to ads during sports programming but they value their viewing experience.They want easy access to their favorite content and expect brands to meet them where they are.Media owners should be mindful of distribution shifts,ad loads,and frequency.Advertisers should

64、consider ad relevance and formats that fit seamlessly into the programming.Keeping consumer preferences at the center of every decision will increase receptivity to sports advertising and more positively influence brand perceptions.Optimize for full-funnel benefitsSports programming is growing as a“

65、lean-in”experience,as viewing moves beyond linear TV and marketers leverage new engagement tactics to hold viewer attention.Sports advertising is no longer just a brand-building opportunity;marketers can now tap into innovations to usher sports viewers down the funnel toward actions,such as site vis

66、its and e-commerce activity.Down-funnel activations are still relatively new,so marketers should approach these opportunities with a test-and-learn mentality to understand what works best for their audience.Find an objective measurement partner to maximize ROIThe sports advertising space is poised f

67、or continued growth and evolution.This is both an opportunity and a challenge for marketers.While they can test new ways to resonate with sports enthusiasts,they must also keep a close pulse on campaign performance to keep pace with changes in the space.Marketers should look to an objective,cross-pl

68、atform measurement partner to prove the value of their investments and optimize campaigns for maximum impact.4BRAND LIFT&OUTCOMES LIFTDISQO provides holistic ad measurement with a single-source,identity-based methodology.Our Brand Lift product enables cross-platform measurement of attitudinal lift o

69、n KPIs like awareness,consideration,and favorability.Our Outcomes Lift product uniquely adds measurement of post-ad exposure digital behaviors like search,site visits,and e-commerce activities.Combined,these products give a complete picture of full-funnel advertising effectiveness-even on siloed soc

70、ial media platforms.Our first-party audience of over 2 million consumers opts in to share their brand and advertising experiences across platforms and devices,allowing DISQO to precisely link ad exposure to individuals.Clients can easily see how their sports campaigns compare to other platforms and

71、channels,without cookies.Advertising MeasurementWITHBRANDS&AGENCIESAt a time when media spend is under scrutiny,DISQO reveals exactly how advertising drives tangible business outcomes and,importantly,which channels are moving the needle most.This allows you to prove the effectiveness of investments

72、and make valuable ROI optimizations.MEDIA PLATFORMSMedia platforms today need to prove how their content delivers against campaign goals.DISQO offers measurement of consumer actions post-ad exposure once the consumer leaves your domain.This enables powerful conclusions about performance and enables you to get proper attribution for the efficacy of your media and ad formats.Measure your sports advertising campaigns with DISQO!disqoREPORT