We’re witnessing an evolution in brand advertising strategies in sports broadcasting. Traditional linear TV networks continue to offer unparalleled reach, capturing the communal excitement of live sporting events, while streaming platforms are carving out significant niches, engaging audiences with personalized content by leveraging digital targeting. This duality presents brands with a broad spectrum of opportunities to connect with fans. As the landscape continues to diversify, brands need to navigate a complex array of choices and strategize to capture the attention of viewers across both established and emerging media channels.
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Methodology:
This report offers an in-depth analysis of broadcast advertisement placements across 87 national sports broadcasts. Compiled using SponsorUnited's proprietary platform, the data encompasses more than 2,000 brands, 26 networks and streaming services, and nearly 15,000 ad placements.
Methodology for tracking broadcast media placements encompasses a comprehensive approach, focusing on a wide array of commercial inventories and social media assets, including:
- Linear TV Commercial Inventory: Pregame, in-game, and postgame event time slots
- Streaming Service Commercial Inventory: Pregame, in-game, and postgame slots within streaming platforms
- Social Media Inventory: Posts from network program accounts (e.g., NFL on Fox’s Instagram page) to capture the digital footprint of broadcast events
Inventory tracking spans the entire event coverage, including pregame, in-game, and postgame phases (pregame and postgame segments are recognized as shoulder programming):
- Commercial Placements: All advertisement formats within a broadcast, including traditional recorded commercials, live reads, split-screen, and L-wrap ads
- Logo Pop Ups: Branded visual elements within the broadcast environment (moments where logos and branding materials are prominently displayed)
- Featured Segment Branding: Brand logos and branding efforts displayed during specific segments
- Program, Segment, and Broadcast Booth Naming Rights: Naming rights partnerships for the entire event, including pregame, in-game, and postgame stages, along with specific intervals such as halftime, quarters, periods, and overtimes; in addition, naming rights for broadcast booths and studios
- Brand Exposure: Branded visual elements throughout the broadcast environment
This report was jointly authored by SponsorUnited's Marketing and Analytics team, using data from March 13, 2023 through March 13, 2024.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 340,000 brands, 1.6 million deals, and 11.4 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
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We're witnessing an evolution in brand advertising strategies in sports broadcasting. Traditional linear TV networks continue to offer unparalleled reach, capturing the communal excitement of live sporting events, while streaming platforms are carving out significant niches, engaging audiences with personalized content by leveraging digital targeting. This duality presents brands with a broad spectrum of opportunities to connect with fans. As the landscape continues to diversify, brands need to navigate a complex array of choices and strategize to capture the attention of viewers across both established and emerging media channels.
In this report, we explore the most advertised brands and industries, the most utilized types of ad placements, open opportunities across brand categories, and much more.
Some highlights include:
- Verizon, GEICO, and State Farm are the brands with the highest number of ad placements
- Auto, Finance, and Quick Serve Restaurants (QSR) are the brand categories with the highest number of ad placements
- Traditional TV spots during the game are still the most common ad placements across networks
- Leading placement outside of TV spots is in-game ads / logo pop ups on screen
- Opportunity on select networks for expanding brand categories
- Transportation, Consumer Electronics, Tech, and Telecom lead in embracing streaming networks
- Auto has a controlling stake in most sports leagues
With an in-depth analysis of branded advertisement placements across 87 national sports broadcasts (and including both linear TV and streaming), we're thrilled to unveil our Brand Advertising in Sports Broadcasts 2023–24 Report. Authored by SponsorUnited's Marketing Research and Analytics team, the report encompasses more than 2,000 brands, 26 networks and streaming services, and nearly 15,000 ad placements from March 13, 2023 through March 13, 2024.
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