By Mike Shaw, Director of International Advertising Sales, Roku
Live sports often present the biggest TV viewing moments around the world. In the UK, the Euro 2024 final attracted a staggering 24.2 million viewers across ITV and the BBC, marking a monumental moment when nearly one-third of Brits tuned in to witness the pinnacle of European football.
Such a colossal audience underlines the enduring impact of major sporting events on UK television viewing. And, as sports attract huge audiences, they offer opportunities to drive engagement for ads. But this needs to be done in a meaningful and targeted way, so that advertising complements the viewing experience, rather than obstructing it. Crucially, this is something that can now be facilitated by new technological advances in the ad space.
Why streaming is changing the game for sports
Major events such as the Euros have long been a double-edged sword for advertisers. On the one hand, the massive audience provides an unparalleled platform for brand exposure. On the other, the scarcity of advertising slots during these high-demand broadcasts means only a select few brands can secure the coveted, expensive opportunities.
This exclusivity not only limits the potential for smaller advertisers to reach their target audiences, but also creates a bottleneck that hinders the overall dynamism of advertising. However, there are ways to combat this challenge, as Smart TVs and TV operating systems (OSs) promise to change the game by democratizing advertising models.
How ads through streaming benefit the viewer
Unlike traditional TV delivery mechanisms, streaming can offer a more engaging viewing experience that enables advertisers to connect with viewers outside the confines of traditional ad slots. By leveraging these platforms, advertisers don’t even need to focus their spend on the event stream itself anymore, with spots in place on the homescreen or menu that enable them to reach consumers before they even dive into the event.
With this focus on the peripheral elements around live TV, streaming platforms enable the seamless integration of advertising content into the viewing experience – you might want to order a pizza before the match starts, or grab a few drinks and get them delivered to your front door. This integration allows targeted advertising to be displayed in a way that feels natural, with ads being more tailored to the unique viewer. In a wider context where ads can often feel clunky and irrelevant, frustrating some viewers, it’s important for advertisers to display the right product at the right time, and streaming services can offer that opportunity.
How is sports TV advertising working practically?
Streaming offers the ability to measure and analyze viewer interactions in real-time, providing invaluable data that can be used to refine and optimize advertising strategies on the fly. This precision in targeting and measurement ensures that advertisers can maximize their return on investment and achieve their marketing objectives more efficiently.
To create free access to sports and double-click on a practical example, in the U.S. Roku offers Sunday MLB games for free, with a new MLB Zone including an MLB FAST channel, for all things baseball. With this, baseball fans can discover live and upcoming games, nightly recaps and highlights. While they settle in on the sofa to watch, the ad-supported service may offer them the chance to buy snacks from a food delivery app as they engage in the game.
Serving ads like this enables the channel to stay free in access, and also offers viewers ads tailored to them that can enhance the viewing experience, like food and drink delivered to your home when you’re watching with friends or family.
One of the key benefits of CTV advertising is its potential to lower the barriers (previously mentioned) to entry for smaller advertisers. Unlike traditional TV advertising, which often requires large budgets and long lead times, Smart TV platforms offer more flexible and cost-effective solutions.
Advertisers of all sizes can participate in major sporting events without having to secure expensive airtime. This inclusivity fosters a more diverse and competitive advertising ecosystem, where different brands can share in the benefits of peak viewing moments.
It also means there can be more variation in the kinds of advertisers viewers see in a cycle. This is an important way to prevent advertising from becoming monotonous and stale. Advertising can feel fresh and bespoke, and this technology-enabled accessibility helps facilitate that positive shift.
The future of advertising in sports viewing
Technology has already played a pivotal role in transforming the advertising landscape, and CTV can be the gateway to democratizing some of the biggest TV moments. The streaming environment makes it easier for fans to find their favourite sports, and gives advertisers the insights and inventory to drive a successful campaign on the most powerful advertising platform in the world. And, as it becomes easier for sports brands and advertisers to connect thanks to streaming, the opportunities are only set to grow.
