In a world where consumers skip and scroll past ads, and stream content on demand, live sports remains one of the last true unifiers - bringing fans together in real time around the teams, players, and moments they care about. But the way we experience sports has fundamentally changed. Fans aren’t just watching at home or on their phones - they are back out in the real world, packing bars and restaurants, cheering side by side with both strangers and friends while connected online.
As brands continue to invest heavily in sports media, one high-impact channel remains largely untapped: out-of-home TVs playing live sports. And attention during live sports is high - Nielsen reports that for some high-profile games, 30-40% of total viewership comes from people watching away from home. (Nielsen)
But now, for the first time, brands can take advantage of this untapped space with a new type of targeting: Sportsparting; a media strategy that enables advertisers to reach fans in real time, during specific games and matchups, across a nationwide network of TV screens in high-traffic venues like bars and restaurants.
While there are countless ways to reach an audience, Sportsparting delivers the content in context aligned with the in-person emotion of live sports by targeting:
- ⚾ Specific games (e.g. Mets vs. Phillies on Friday night)
- 🏈 Specific leagues (Thursday Night Football, Sunday Football, College Football Saturdays)
- 🏀 Specific teams (regional targeting for die-hard fanbases)
- 🥊 Specific events (UFC main cards, playoff rounds, championship fights)
With Taiv’s proprietary platform, Sportsparting is now possible at scale. We turn public venue TVs into intelligent, media-enabled displays that recognize what's playing in real time and then automatically deliver relevant branded content during commercial breaks. Passive screens become powerful media channels, connecting brands to fans when attention is high. 74*%* of viewers want more relevant messaging during live sports, and 80*%* say they tend to remember ads seen during live sports programming. (The Current)
How It Works:
- Live Game Recognition: Our tech identifies what’s on screen in real-time and only shows ads in venues that meet targeting when they are also showing the game type you are targeting.
- Real-Time Scheduling: Brands can activate creative based on the actual sports games being shown on each TV, not just static time slots.
- Dynamic Venue Targeting: Reach fans nationally or locally, tailoring messages to specific teams, cities, or fan cultures.
- Dynamic Creative Flexibility: Run offers, CTAs, or timely brand messages dynamically triggered by what’s happening in the game at the moment your ad plays.
In an age where attention is scattered and true engagement is scarce, Taiv Sportsparting bridges the digital, physical, and cultural worlds - meeting fans in the moment, together, in real life. It’s more than a media tactic; it’s a smarter, real-time strategy to reach passionate audiences when their focus is at its peak.
By turning overlooked business TVs into dynamic, high-impact marketing channels, brands can finally tap into the energy of live sports in a powerful new way and make every play count (pun absolutely intended).
