64% of U.S. CTV viewers say they pay attention to ads while watching live sports

Here’s the thing:

It’s been a big year for live sports fans. From the record-breaking streaming audiences for the Paris Olympic Games to ceiling-shattering WNBA ratings, enthusiasts have had plenty to cheer about. And apparently, marketers have reason to celebrate too.

According to research from LG Ad Solutions, 64% of U.S. connected TV (CTV) viewers say they’re likely to pay attention to ads while watching live sports — an attractive metric for marketers interested in growing their brands.

Data debrief:

The 2024 study surveyed 854 U.S. consumers to understand their behaviors and preferences when watching live sports on TV.

Entertainment was the leading ad category to catch viewers’ attention while watching sports, followed by restaurants, electronics, travel and grocery/CPG.

The research also found that relevant marketing is top of mind for consumers. Indeed, 74% of those surveyed wish TV ads during live sports events were more relevant. Meanwhile, 80% of respondents say they tend to remember ads seen during live sports programming.

Why it matters:

This month, as the NFL season heats up and the new NBA season kicks off, expect media investments to continue to follow consumers in places where marketers know they will be.

Additionally, streaming platforms are boosting efforts to keep sports fans highly engaged. As recently reported in The Current, experts predict CTV sports will become even more engaging with retail integration and fantasy activations. The goal, experts say, is ultimate personalization, suggesting addressability will likely play an increasingly important role in marketing strategies for the foreseeable future.