Live Sports Keep TV Advertising Relevant Amid Digital Shift

New York, NY — At Advertising Week New York, media executives discussed the evolving role of live sports and tentpole events in TV advertising. While traditional TV viewing is declining, live events remain essential for capturing audience attention, offering brands opportunities to engage viewers through innovative ad formats and precise targeting.

Why It Matters:

In a fragmented media landscape, live sports and major events like the Super Bowl still provide unmatched opportunities for broad audience reach and cultural relevance. However, brands need to adapt ad strategies by integrating data-driven targeting and exploring new interactive formats to stay competitive.

By the Numbers:

• 35% increase in unaided brand awareness from pause ads during live events.
• Consumers spend twice as much time on brand websites after engaging with interactive ad content.
• 30% of households watching live sports also engage with shoppable and interactive ads.

What They’re Saying:

• Amanda Grond, Director of Cross-Media at OMD: “It’s no longer about appointment TV—viewers are now in charge of their personal prime time.”
• Jeremy Truxell, Exact Sciences: “The challenge is not to disrupt viewers but to seamlessly integrate with the content they care about.”
• Drew Groener, DirecTV: “With live events, you get the best of both worlds: broad awareness and targeted engagement.”

Key Takeaways:

• Innovative Ad Formats:
• Balancing Reach and Targeting:
• Future Trends: AR and VR in Advertising:

The Big Picture:

Live sports and tentpole events remain crucial for TV advertising, but seamless integration and targeted engagementare becoming the new standard. Brands need to focus on creative, non-disruptive ad formats that add value to the viewer experience.

What’s Next:

• Shoppable ads will become more common during live events, allowing viewers to make purchases in real-time.
• Advertisers are shifting toward hybrid models, combining self-service and managed-service ad buys to optimize campaign outcomes.

The Bottom Line: TV advertising is evolving, but live events keep it relevant by offering unique opportunities to engage audiences. As one panelist noted: “It’s no longer about disrupting viewers—it’s about becoming part of the moment.”