Broadcaster customers of Yospace, the dynamic ad insertion specialist, delivered nearly 6 billion addressable ads during the four weeks of the Euro 2024 football tournament, which is a 46% increase compared to a standard month of traffic. The company has offered some valuable insights on how the on-pitch action dictates audiences and therefore advertising reach potential.
Matches that were decided during normal play, without dramatic endings, typically saw a 25% decrease in ad views at full-time compared with half-time, but in the quarter-final between Spain and Germany, Florian Wirtz’s goal levelled the match for Germany in the 89th minute and took the game into extra time. Coming so close to the full-time ad break, the goal drove the audience 33% higher for the break compared to other games in the knockout stages of the competition.
Thirteen Yospace customers covered Euro 2024 across the globe. The most watched ad break came in England’s semi-final versus Netherlands, with over 9 million ads stitched during the half-time advertising break across those broadcasters, as the match stood in the balance at 1-1.
When England played Spain in the final, Cole Palmer’s goal for England drove a 22% spike in mobile viewing, which remained approx. 7% higher for several minutes afterwards compared to viewing levels before the goal. As England sought a late equalizer, mobile traffic was 12% higher versus the first 20 minutes of the second-half.
Tim Sewell, CEO at Yospace comments: “With almost 6 billion ads stitched by Yospace during Euro 2024, the value of major sports events for both broadcasters and advertisers is abundantly clear. The media industry is preparing for the next phase in growth, as streaming is set to become the primary method of watching and monetising valuable sports rights.
“The scale is only going to grow from here, and only the most robust ad insertion technologies with dynamic prefetch are going to be able to meet that demand. It is critical to business success that rights-holders maintain the highest possible fill-rates, no matter how unpredictable the live events may be.”
Photo: Some of the crucial dynamic ad insertion stats for Euro 2024, courtesy of Yospace and its 13 broadcaster customers covering the event.
