{"id":12938,"date":"2024-02-02T10:16:19","date_gmt":"2024-02-02T17:16:19","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12938"},"modified":"2024-04-24T10:56:31","modified_gmt":"2024-04-24T17:56:31","slug":"the-power-play-why-sports-dominate-live-viewership-in-broadcast-and-how-your-brand-can-score-big","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/the-power-play-why-sports-dominate-live-viewership-in-broadcast-and-how-your-brand-can-score-big\/","title":{"rendered":"Why Sports Dominate Live Viewership in Broadcast and How Your Brand Can Score Big\u00a0"},"content":{"rendered":"

By Dan McDonough, Director of Sponsorships, TEGNA<\/span><\/i><\/p>\n

Live sports continue to thrive in the US and remain a staple in people\u2019s viewing habits. Watching live sports on appointment TV<\/a> uniquely provides a sense of excitement, competition, and belonging that can\u2019t be replicated through other forms of TV. <\/span><\/p>\n

For some, it provides an escape from the hectic day-to-day and, for a few minutes, feel like they’re <\/span>part <\/span><\/i>of the team\/ competing, fully invested in the outcome of the game.<\/span>\u00a0<\/span><\/p>\n

But what happens beyond that is really unique. Brands that consistently show up to play within a particular sports broadcast, especially those with a creative campaign that enhances the viewer experience, create a deeper connection with fans\/viewers because they’re invested in a team or sport the viewer cares about.<\/span>\u00a0<\/span><\/p>\n

For advertisers, sports is also a brand-safe play and generally much less controversial when advertising in sports. You rarely have to be concerned about moments where you fear your brand will inadvertently be alongside controversial content. For instance, TEGNA\u2019s LockedOn Podcast Network<\/a> doesn\u2019t allow political advertising<\/a> under the premise that sports are a safe haven from that arena.<\/span>\u00a0<\/span><\/p>\n

The State of Sports Viewership<\/span><\/b>\u00a0<\/span><\/h2>\n

The year 2023 had no shortage of sports headlines, which helped to fuel viewership for some of the year\u2019s biggest events.<\/span>\u00a0<\/span><\/p>\n

No doubt, there will be even more headlines in 2024 as we\u2019re set to witness a spectacular lineup of 23 major sporting events, starting with the iconic Super Bowl<\/a> and March Madness<\/a> to the Paris Olympics<\/a> and exciting events like the Masters, Kentucky Derby, and Tour De France. the stage is set for record-breaking broadcast ratings.\u00a0<\/span>\u00a0<\/span><\/p>\n

Super Bowl LVIII is also in store for another historic ratings record. The match-up between the Chiefs and 49ers playing in Las Vegas feels like the makings of another juggernaut from the NFL.\u00a0<\/span>\u00a0<\/span><\/p>\n

I also predict the Paris Olympics will have massive ratings in the US this year. The past few Olympics (2018 in PyeongChang, 2021 in Tokyo, and 2022 in Beijing) were host cities based in Asia, where viewing times were unfavorable for fans in the Western hemisphere. I think it\u2019s fair to say most fans watched replays of the events that took place overnight. With Paris, an iconic and multicultural city that is roughly six hours ahead of us, these Games are ripe for the best viewership since the 2016 Games in Rio.\u00a0<\/span>\u00a0<\/span><\/p>\n

To top it off, more and more changes are being made to games, all built to improve the fans’ viewership experience. For example, the MLB has added the pitch clock to shorten game times, and the NFL\u2019s Next Gen Stats by AWS plays into the continued popularity of fantasy sports and the growing popularity of sports betting in the US.<\/span>\u00a0<\/span><\/p>\n

The Value of Advertising Alongside Sports<\/span><\/b>\u00a0<\/span><\/h2>\n

The beauty of sports is that there are many different options for advertiser alignment on the broadcast side. Whether it be spots, sponsored content, or an integration, how your brand shows up within sports can make a lasting impact on fans.<\/span><\/p>\n

Content sponsorships with your local news station are one great option to make an impact, as they allow you to integrate your brand message into the story. For example, the TEGNA Sports Report<\/a> sponsorship provides connectivity to all local sports, professional and amateur, delivered by beloved local personalities that viewers know and trust.<\/span>\u00a0<\/span><\/p>\n