Sports Parting is a media strategy that reaches fans during specific live games, leagues, teams, and events across a nationwide network of TV screens in bars and restaurants. It lets a brand run its ads in real time, during the matchups its audience cares about, in the venues where fans gather to watch. Out-of-home viewing can reach 30 to 40% of total audience for the biggest live games, and Sports Parting is how brands capture that crowd.
What is Sports Parting?
Sports Parting targets live sports advertising to specific games, leagues, teams, and events, rather than buying a broad block of TV time and hoping the right fans are watching. A brand lines its spend up with the exact moments its audience tunes in, and reaches those fans on the bar and restaurant screens tuned to the action. The name describes it: parting out live sports into the specific contests worth advertising against, then delivering ads during those windows across a network of venues.
How does Sports Parting work?
When a targeted game is on, the platform shows a brand’s ads during the commercial breaks on venue screens. The brand reaches a live, engaged crowd at peak attention, and the venue earns a share of the revenue. Campaigns target by specific games, leagues, teams, and events; by venue type; by market, region, and daypart; and by season. Because the inventory is digital video, proof of play confirms the spots ran and ties them to outcomes.
Why does reaching fans in venues matter?
Live sports is one of the last formats that reliably gathers a large audience in real time, and a growing share of it watches away from home. Nielsen has reported that out-of-home viewing can reach 30 to 40% of total viewership for the biggest games. (Nielsen) That crowd is attentive: the average venue visit lasts 82 minutes, and in-venue viewers show 45% greater ad receptiveness than at-home TV viewers. A brand that reaches fans there catches them at a high point of attention that home measurement often misses entirely.
How is Sports Parting different from buying live sports on CTV or linear?
Sports Parting reaches the out-of-home audience that CTV and linear do not measure, with the targeting of digital video at a cost that compares favorably to traditional TV.
| Approach | Audience reached | Targeting |
|---|---|---|
| Linear TV sports | At-home households | Broad, by program and network |
| Streaming CTV sports | At-home and mobile devices | Household and device level |
| Sports Parting | Out-of-home fans in venues | Specific games, leagues, teams, events, and venue type |
In-venue inventory delivers live sports at a significantly lower CPM than streaming CTV alternatives, while reaching a crowd those channels miss. For a brand already running CTV and linear, Sports Parting adds incremental reach during the exact games that matter.
What can brands target with Sports Parting?
Sports Parting fits any brand that wants to reach fans in a social, real-world setting during live games. Spirits and beer, sports betting, quick-service restaurants, automotive, and finance brands all reach engaged audiences this way. A large rum brand, for example, can run a campaign during the season’s biggest matchups in the venues where its drinkers watch.
To see how campaigns run across Taiv’s venue network, explore advertising with Taiv, or read the Sports Parting launch announcement for the full story behind the strategy.
Two sides of the same screen.
Venues take control of their TVs, run their own promos, and earn from every break. Brands reach real crowds during the games that matter. Whichever side you are on, Taiv is how the screen pays off.