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A guide to reaching sports fans with decisioned media

Today’s live sports ecosystem looks very different from the linear, direct-buy sports of the past with new inventory opportunities and ways to get your ads in the game. With a modern decisioned media buying approach, media buyers benefit from rich data and AI to make ad-buying decisions in real time. Learn how to enable a flexible, omnichannel strategy that reaches sports fans where they’re most engaged.

Graphic of a soccer ball, football and basketball all going into a soccer goal net.

As live sports audiences start watching their favorite leagues on streaming apps, brands can reach them with increasing scale and agility. Targeting viewers in real time across platforms, screens, and premium moments is a growing opportunity.

Contents:

The state of live sports by the numbers 

Recent live sporting events are seeing record-breaking viewership numbers: 

  • Nearly 128 million viewers tuned in to Super Bowl LIX, including a record 15.5 million streaming viewers.1

  • Of those, a sizable 13.6 million watched on Tubi, Fox’s free ad-supported platform.2

It’s a sign of a larger shift: 

  • Sports fans are going digital. In 2024 in the U.S., 105 million people streamed live sports games and matches (compared to 95.5 million in ’23), and that number is expected to grow 21% by 2027.3

  • Platforms are racing to meet the demand. From the NCAA and NFL to the Olympics and Premier League, top sports content is now widely available on streaming apps and connected TV (CTV).

The Trade Desk - 'Growth in digital live sports viewership' data vis

Why sports streaming is a premium ad opportunity 

Live sports viewers are highly engaged. In fact, 64% of CTV viewers say they pay attention to ads during live sports, and 74% want more relevant messaging.4

The genre represents a premium ad opportunity. As Derrius Jackson of media and measurement firm Ovative explains, “Unlike on-demand, these events create a sense of community, drive attention, and have highly attentive viewers that are more receptive to brand messages.” 

But streaming sports is also a fragmented experience. Viewers bounce between platforms and devices, and engagement spikes and dips throughout a game. This is where programmatic buying shines. 

With tools like our agile pacing system, brands can automatically ramp up spending during high-attention moments (like a game-winning drive or penalty kick) without wasting budget during low-impact stretches. 

Strategies for capturing the moment 

Here are two ways brands can turn fragmented viewership into a full-funnel opportunity: 

1. Activate omnichannel, not just in-game strategies 

To maximize reach and minimize waste, think beyond the event itself. Extend your campaign across shoulder programming like: 

  • Pre- and post-game highlights, reels, and interviews on CTV 

  • Related online video (OLV) and mobile experiences 

Omnichannel activation also improves frequency control, helping reduce overexposure and drive more efficient reach. This improvement matters because fans don’t just show up for kickoff — they engage with the sports and teams they love throughout the week, as shown below. A unified strategy lets you follow their journey with efficiency and intention. 

The Trade Desk - Omnichannel activation data vis

2. Tailor your creative to the moment 

Context matters. Ads referencing a team, region, or event can be more relevant to viewers. Your programmatic goals will likely require you to align your campaign messaging to accurately speak to the specific sport or team on-screen. 

Taking these steps can help empower you to tap into the audience’s fandom in new ways. For example, during a recent campaign, NBCUniversal and Instacart used this strategy to launch “Virtual Concessions” during Olympics coverage on Peacock’s Gold Zone, making viewers’ living rooms feel like a sporting venue.5

Why decisioned media works well for live sports 

With our platform, brands can: 

  • Reach incremental audiences beyond linear with CTV 

  • Buy flexibly, without minimums or fixed CPMs 

  • Optimize in real time across multiple platforms and publishers 

You don’t need to rely on fixed ad slots or broad demo buys. You can decide, impression by impression, where your ad shows up to capture the moments that matter most. 

Take NBCUniversal EVP of Platform Monetization John Alleva’s word for it: “For live sports, our programmatic strategy has evolved,” he says. “A few years ago, the only way you could buy sports digitally was through a direct deal. Since then, we’ve invested heavily in programmatic, and the results have been great.” 

U.S. football fans tuning in to Super Bowl LX in 2026 will be able to catch the action on NBCUniversal properties, and advertisers can meet them there. 

Ready to activate your live sports buy with a decisioned approach? Talk to your representative at The Trade Desk to build your game plan.

Sources:

1. “Tubi Delivers Most-Streamed Super Bowl In History with FOX Sports Takeover,” February 11, 2025.
2. Chris Brooklier, “Big Game sets streaming record, with 13.6 million watching on Tubi,” The Current, February 12, 2025.
3. Sara Lebow, “More than 100 million people will watch live sports via digital this year,” eMarketer, November 12, 2024.
4. Stadium to Screen: Streaming Live Sports in 2024 (LG Ad Solutions).
5. “NBCUniversal Launches Virtual Concessions With Instacart During the Olympic Games Paris 2024,” Instacart, August 15, 2024.