Observed Signal · Mar 18, 2026 · Research Report · Source: Teads France SAS News Monitor · Impact: 3/5 · Sentiment: Positive
Sports Audiences Shift to CTV and Cross-Screen
Teads published a global research report on sports audiences and cross-screen behaviour across major 2026 sporting events, combining survey data and analysis previously summarized in an industry blog. The study (9,000 respondents) finds high multi-screen engagement—56% use a second screen during games, with intensified activity for basketball (NBA, NCAA March Madness)—and measurable commercial impact: 49% report higher purchase likelihood when brands advertise consistently across TV and digital, 51% are open to trying new brands discovered during sports, 30% shop online during tournaments and 24% purchase event-related products. The research highlights CTV and premium digital environments (CTV, sports sites, news) as effective contexts, and Teads will present findings at IAB NewFronts. Combined with earlier Teads data showing growing CTV penetration and cross-screen recall gains, the report reinforces cross-platform, contextual strategies for advertisers during sports moments.
Provides actionable audience and channel metrics (CTV growth, second‑screen behavior, cross‑screen recall/purchase uplift) relevant for media planners and advertisers during major 2026 sports events; informs campaign allocation and creative strategy but is not a platform policy or major industry structural change.
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Key Takeaways & Evidence Grounding
- Teads Holding Co. published global sports audience research based on 9,000 respondents.
- 56% of sports viewers said they use a second screen while watching games.
- 49% of respondents were more likely to purchase when brands advertise consistently across multiple platforms.
- 51% of respondents are open to brands they had not previously tried when discovered during sporting events.
- Teads presented the research findings at IAB NewFronts and highlighted CTV, sports sites and premium digital as high-trust environments.
Connected Companies & Entities
6 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Younger Fans Prefer Highlights Over Live Games
A Global Sports Survey from consultancy Altman Solon, reported by State of Streaming on 2026-03-04, finds younger fans (age 18–34) overwhelmingly prefer non-live highlights and short-form clips over watching full live games. The report says 88% of sports executives are optimistic about industry growth, driven by multi-format engagement rather than traditional linear broadcasts. Non-live content reportedly commands roughly three times the attention of live games among 18–34 viewers, and fewer than four in ten younger fans watch an entire event compared with 61% of viewers over 65. The findings are prompting a strategic industry shift from selling broadcast rights toward building data-driven ecosystems that monetize fan relationships across clips, platforms (including Roblox), and AI-enabled highlight production at scale.
From Kickoff to Goal: Live Sports' Power for Brands
This sponsored analysis explains how live sports streaming in Germany has become a mainstream advertising environment that combines high attention, emotional engagement and measurable outcomes. Citing a Magnite study, the article reports that a majority of viewers now stream live events and that live moments increase ad attention and brand recall. Connected TV (CTV) is the dominant device for live sports, while multi‑screen viewing (second‑screen use, shopping) amplifies reach and response. The piece argues that live sport uniquely blends broad household reach with streaming’s targeting and measurement, creating opportunities for both branding and performance. It also points to tools such as Magnite’s Live Scheduler to help advertisers plan around major live events and cultural touchpoints.
Week in Charts: Marketers Push CTV, Sports Rights Rise
VideoWeek’s Week in Charts showcases a shift toward connected TV (CTV) investment as marketers plan to grow CTV spend in 2026, with 63% aiming to increase CTV budgets and a portion reallocating from linear TV. The piece also notes rapid growth in streaming services’ live sports rights, with Ampere Analysis projecting $14.2B in 2026 (up from $6.5B in 2022). Generalist platforms like Netflix, Amazon, and Apple are expanding live sports investments, led by Amazon with about $3.8B in 2026 deals. Stagwell is gaining traction through SPORT BEACH and a new sports practice, with stock up over 30% since the announcement. Additional highlights include UK viewing leadership for Amandaland during Christmas and notable stock/move trends in adtech and media owners, alongside broader cross‑channel developments impacting TV, streaming, and measurement.
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