Live sports offer something few other genres can: massive, real-time audiences that are deeply engaged. With 85% of fans preferring to watch games on TV over attending in person,1 it’s no surprise that sports accounted for 96% of the most-watched non-political programs.2
This level of attention translates into impact. Ads during live sports are 10% more likely to be watched in full, and over half are viewed by groups—amplifying reach and influence.3 As more sports content moves to streaming platforms, advertisers have even more opportunities to connect with younger, harder-to-reach audiences.
For local advertisers, live sports content, like the College Football Playoffs, is a way to get in front of highly engaged audiences and drive reach and frequency. Since college football generates excitement at a local and national level, local advertisers can leverage these games to reach specific markets. A campaign analysis found that when advertisers incorporated college football packages into their buys there was +34% average increase in target reach, +68% average increase in viewers reached 3+ times, and +85% average increase in frequency.4
With 98% of Americans planning to watch at least one major sporting event in the coming year,1 advertisers will have ample opportunities to engage sports enthusiasts with their messaging. And with over a quarter of sports impressions coming from leagues outside of the Big Four, like the WNBA, NCAA, and professional golf,5 advertisers can reach loyal fan bases all year long.
2026 is going to be a blockbuster year for live sports – from the Olympics to the World Cup, delivering unmatched scale, engagement, and diversity for local and regional advertisers.
It’s not just about being seen—it’s about being remembered.
To learn how sports can get your brand in on the action, contact us here.
Sources:
1. Comcast Advertising Survey. N=1000. April 2024. Qualifying Criteria: Watched sports content (game, highlights, talk show, etc…) in the past six months who were satisfied with the current experience of watching live sports through TV coverage.
2. ComscoreTV National Program Ranker Report. January – December 2024. Live + 7. All genres excluding political.
3. TVision Program Analysis Time Period Report. Live + SD on linear only. January – December 2024. P2+. Co-viewing rate is the proportion of viewing where two or more viewers are in the room with the content tuned for a minimum of 5 minutes for program time and 2 seconds for commercial time.
4. Comcast Internal Viewership & Ad Exposure Data for December 14, 2024 – January 20, 2025. Portland, Eugene, Seattle, & Spokane DMAs, Zone Buys. Audience Targets defined by Experian and/or Polk.
5. Comcast Aggregated Sports Ad Exposure data. January – December 2024. The ‘Big Four’ sports are MLB, NBA, NFL & NHL.
