New research from Premion and Advertiser Perceptions finds that nearly three-quarters (73%) of advertisers plan to allocate budget to live sports streaming/CTV advertising over the next 6–12 months, driven by engaged fans and major live events. Agency demand is even stronger, with 79% planning to invest, compared with 65% of marketers.
At the same time, the survey reveals what could unlock even greater investment: better measurement, stronger proof of ROI and simpler ways to navigate an increasingly fragmented sports marketplace.
“Live sports continues to deliver something incredibly valuable for advertisers: passionate audiences showing up in real time,” said Blake Hebert, Head of Publisher Operations, Premion. “As more sports viewing moves to streaming, advertisers want to capture that engagement with greater precision, accountability and local relevance. The opportunity now is to make live sports easier to access, measure and prove across an increasingly fragmented landscape.”
Engaged Sports Fans Are the Biggest Draw
Six in 10 advertisers (61%) say reaching highly engaged sports fans during live events is a top reason for investing in live sports streaming, making it the leading investment driver. More than half (52%) also point to capitalizing on live sporting events that draw large audiences.
The appeal goes beyond engagement and scale. 41% cite aligning their brands with premium live sports content, while 40% are looking to extend the reach and impact of linear TV campaigns and 37% want to connect with streaming-first or cord-cutting sports fans. The findings reinforce streaming’s growing role in extending linear reach and connecting advertisers with shifting sports audiences.
Local Audience Delivery Tops Measurement Priorities
57% of advertisers rank audience delivery and geographic reporting down to the local market among their most important measurement capabilities, higher than any other capability tested. That local focus signals that advertisers want to know not only that they reached sports fans, but that they reached the right audiences in the markets that matter.
Accountability also ranks high. 52% prioritize attribution following exposure to live sports advertising, while 49% prioritize transparent reporting across publishers and inventory sources. Another 49% prioritize measuring incremental reach beyond linear TV. The expectation is clear: prove audience delivery, quantify streaming’s incremental reach and connect exposure to outcomes.
Streaming Is Extending the Impact of Linear Sports Buys
Four in 10 advertisers (40%) are investing in live sports streaming to extend the reach and impact of linear TV campaigns, while nearly half (49%) prioritize measuring incremental reach beyond linear TV.
The findings underscore how streaming and linear are increasingly working hand in hand. As sports audiences spread across screens, streaming helps advertisers extend linear reach while adding greater targeting and measurement.
Cost and ROI Are the Biggest Barriers to Greater Investment
Cost is the top obstacle to greater live sports streaming investment, cited by 44% of advertisers, with difficulty measuring campaign performance and ROI close behind at 41%.
Other hurdles reflect the complexity of today’s sports marketplace. 35% cite a lack of transparency into campaign delivery and reporting, while 34% point to the complexity of buying across multiple publishers and platforms. Another 34% cite limited access to premium live sports inventory.
Notably, just 23% cite difficulty reaching sports audiences at sufficient scale, the lowest-ranked challenge. The gap is telling: reaching sports fans isn’t the primary obstacle. Cost, proving performance and navigating a fragmented marketplace are the bigger hurdles to greater investment.
“Our research shows advertisers already recognize the value of live sports streaming. The next step is removing the friction that can hold back greater investment, from buying complexity to transparency and ROI. Solving those challenges will help advertisers get more from live sports,” added Hebert.
Methodology:
Premion commissioned Advertiser Perceptions to survey 302 U.S. advertising decision-makers from August 3–11, 2026. Respondents were involved in media brand selection decisions and represented companies or clients with at least $1 million in planned advertising spend over the next 12 months. The sample included both agency and marketer respondents from the Advertiser Perceptions AdPROs Community and trusted third-party partners.
For more insights, download Premion’s 2026 Live Sports Streaming Playbook.
About Premion
Launched by TEGNA Inc. (NYSE: TGNA), Premion is an industry-leading premium CTV/OTT advertising platform for regional and local advertisers. With the scale to reach streaming TV viewers in all 210 U.S. DMAs, Premion’s platform is purpose-built with a local-first approach, delivering CTV and omnichannel advertising with tailored campaign performance that prioritizes premium content, brand safety, advanced targeting, and measurable outcomes. A 17-time CTV industry award-winner, Premion was recognized in 2025 on Cynopsis’ inaugural “25 in 25” list. In 2024, Premion was awarded the Cynopsis Best of the Best Awards for Best Ad Targeting Solution and the Digiday Media Award for Best Use of Audience Insights. The company earned “TAG Platinum” status and is certified by the Trustworthy Accountability Group (TAG) for Brand Safety, Against Fraud, and Against Malware. For more information, visit www.premion.com.
