Innovid：2024体育赛事直播智能电视大屏（CTV）广告策略报告：赢得大数据（英文版）（17页）.pdf

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1、WINNING BIG with CTV Advertising on Live-Streamed SportsInsights|Innovid Insights:Winning Big with CTV Advertising on Live-Streamed SportsSports and TV a natural partnership2Read on to see why some of the biggest advertisers are embracing live-streamed sports for its advantages over linear TV:To rea

2、ch their audience beyond linear and across cord-cutters and cord-nevers.To leverage advanced creative for personalization,engagement,and commerce.To gain measurement insight that simply isnt available on linear TV.Almost since the beginning of television,live sports have been essential programming.T

3、he first sporting event to air on TV was the 1936 Olympic Games in Berlin,which starred American sprinter Jesse Owens.The first color broadcast of a sporting event was a Major League Baseball game between the Brooklyn Dodgers and Boston Braves in 1951.One of the first sporting events to be live-stre

4、amed on television was the Ohio State spring football game in 2001.Over the years,the motion,action,and drama of live sports have made it and television a natural partnership.Today,live sports telecasts dominate television.In 2023,an astonishing 93 of the top 100 most-watched TV shows were NFL games

5、 and related programming.For advertisers in this increasingly fragmented TV universe,live sports telecasts deliver large audiences,including the hard-to-reach young male demographic.Featuring natural conflict on the biggest screen in the house,live sports telecasts attract engaged viewers,who,enmesh

6、ed in the games suspense,are less likely to skip ads.Some of the worlds biggest brands Bud Light,Gatorade,Verizon,and others are long-term advertisers on live sports.Brands have long loved sponsoring live sports on linear television.Now,the next big shift in sports viewing is underway.In a world whe