6 Reasons For Advertising in Live Sports Programming

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It’s football season, the MLB Playoffs are in full swing (pun intended), and the NBA will tip off soon. Despite trends showing viewers “cutting the cord” on television, big brands such as McDonald’s and Coke continue to pay millions of dollars to run commercials during live sports programming week in and week out.

Here are six reasons why big brands spend the money, and why you should too:
1) Fans prefer watching their teams play live

Very few people want to watch a sporting event after they already know the outcome, which means they likely aren’t skipping commercials for fear of missing out on the action because it’s impossible to fast forward live TV.TV Remote Control

2) People watch sports in groups

Sports drives more eyeballs to the TV, which then drives more conversations about the game and even the cool commercials everyone in the group saw. The Super Bowl is a great example; people talk about the commercials just as much as the game.

3) Sports brings a diverse audience

The more people that watch a program, the more diverse the audience is likely to be. Brands targeting sports fans should expect a sports audience to be culturally diverse as well. Sports audiences are as culturally diverse as the teams they watch.

4) Sports encompass all age groups

Next time you watch a game on TV, take a look at the people watching with you. Chances are, they are not only a mix of male and female, but they are also a mix of age groups. Brands can utilize live sports to reach an audience that mirrors much of the general American population.

Group Of Friends Enjoying Watching Television5) Sports audiences are highly engaged

We’ve become a multi-screen society. Within the last decade, people transitioned from watching only a TV screen to watching a TV screen while also checking social media on their phone and using their tablet to stream another show or game. This gives brands the ability to target consumers on multiple screens all at one time. No brand utilized this new multi-screen engagement with consumers better than Oreo did during the Super Bowl “black out” in 2013.


6) Audiences have an emotional connection to sports

The constant ebb and flow of emotions that live sports audiences go through during their viewing experience provides advertisers an avenue for crafting a message that the audience connects with and is more likely to remember. Brands capitalize on this by making reference to, or using well-known sports figures in their campaigns.


Connect with us when your business is ready to begin the conversation about how live sports programming fits into your brand’s plan.