How to activate live sports in your media plan

It’s easier than ever for advertisers to access live sports. 

Streaming and CTV have expanded the availability of live sports inventory, and programmatic tools have made it possible to activate those moments with greater control and flexibility. Meanwhile, more viewers are choosing to watch live, especially in high-interest environments like women’s sports, where 91% of audiences say they watch in real time.¹ 

For traders, this creates a clear opportunity: Bring live sports into your media plan without relying on traditional linear buys.

Why live sports belong in a modern media plan 

Live sports can deliver something most media environments cannot: concentrated attention at scale. Viewership is schedule-based and unfolds in real time, bringing large audiences together in a single moment. In these environments, viewers are less likely to split attention across multiple screens — a critical advantage, as research shows multitasking makes people pay less attention to advertising.² As a result, real-time viewing creates a more focused and engaged audience for both the content and the ads. 

That helps make live sports especially effective for:

• Brand moments 

• Product launches 

• Cultural tentpoles 

• High-impact reach 

Just as important, live sports are no longer confined to linear TV. Traders can now access premium inventory across CTV and streaming environments, using the same levers they already rely on:

• Audience targeting 

• Frequency controls 

• Pacing and budget management 

• Real-time optimization 

The result is a more flexible way to show up in high-attention moments while maintaining an always-on, data-driven approach.

Live sports are now programmatically accessible 

In the past, live sports required rigid, up-front planning with limited ability to adjust once campaigns were live. That often meant committing budget early, locking in delivery, and sacrificing flexibility in exchange for access. 

That model still exists, but it’s no longer the only option. Today, traders can activate live sports programmatically, including:

• Biddable access to live CTV inventory 

• Control over frequency and pacing 

• More transparency into when and where ads appear 

• Optimization based on performance signals 

For a deeper look at how live inventory behaves in programmatic environments, see the Live Events in Kokai guide.

How to approach live sports activation 

More effective live sports strategies combine moment-based activation with broader coverage across the sports ecosystem. 

Here are three common approaches: 

How to navigate common constraints

Most traders don’t start with unlimited access or budget. That’s normal. Here’s how to adapt to some common constraints to live sports buying.

“I don’t control the linear buy.”

You can still participate.

• Activate live inventory programmatically where available
• Focus on surrounding content to capture adjacent attention
• Extend sponsorship impact across additional channels

Takeaway: You don’t need the headline placement to benefit from the moment.

“There’s no dedicated sports budget.”

Live sports don’t need to be all-or-nothing.

• Reallocate a portion of existing CTV spend
• Focus on short, high-impact windows
• Use sports as a complement to your broader plan

Takeaway: Even limited investment can help deliver meaningful reach and attention.

“This is being bought directly with publishers.”

Direct deals can limit flexibility.

Programmatic activation allows you to:

• Control frequency across exposures
• Apply audience targeting on top of sports content
• Optimize in real time
• Forecast more effectively 

In some cases, shifting even part of a direct buy into programmatic environments can help improve efficiency and visibility.

Takeaway: Programmatic helps add control to environments that are often fixed.

Planning considerations and trade-offs 

Live sports inventory typically comes at a premium. That reflects the quality of attention: large audiences gathering at the same time, in culturally relevant moments, with limited supply and high engagement. 

The goal isn’t to minimize cost, but to use that attention strategically, placing spend where it can drive outsized impact rather than chasing the lowest CPM. 

Focus on: 

• Moments where attention matters most 

• Aligning creative to the context 

• Supporting live exposure with surrounding channels 

When used intentionally, premium environments often outperform standard inventory on impact, even at higher CPMs.

Why programmatic live sports can be a trader’s advantage 

Programmatic access changes how traders can use live sports. Compared to traditional buying models, it offers: 

• Broader access to inventory 

• More control over delivery and frequency 

• More transparency into performance 

• Real-time optimization 

• Low barrier to entry 

That flexibility can make it easier to test, learn, and scale without committing to rigid plans up front. 

In practice, this means traders can treat live sports like any other high-impact tactic: something to deploy strategically, measure clearly, and refine over time.

What to do next 

If you’re planning live sports in an upcoming campaign, you can follow these five steps: 

1. Identify the moments that matter most to your audience. 

2. Decide where live activation adds the most value. 

3. Build coverage around those moments across channels. 

4. Use audience, frequency, and pacing controls to stay efficient. 

5. Optimize in-flight based on performance signals. 

Live sports are no longer out of reach. They are another lever traders can use to drive attention, engagement, and outcomes — on their terms. 

This information is provided solely for background and is not a representation or guarantee of any future performance. 

Sources: 

1. The Trade Desk Intelligence and GoodQues, Women’s Sports Study, U.S., October 2025. 

2. Bain & Company, Media and Entertainment Report, 2024; LG Ad Solutions & TVision, 2023.