Live sports advertising in 2026: what the viewership data actually shows
A 13-page data report for media planners buying live sports. Third-party viewership, attention, and incrementality findings first; where in-venue screens fit your plan second.
What's inside
The report starts where the audience is: how live sports viewing splits between homes and venues in 2026, including the out-of-home share that ratings barely see, with viewership and ad-spend data from Nielsen, TVision, EMARKETER, and S&P Global cited page by page.
From there it covers why attention, not just delivered reach, decides what a live sports impression is worth, what a third-party incremental-reach study found when in-venue screens ran alongside a linear buy, and campaign results from brands running in bars and restaurants.
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