Author: Peter Jones, VP of Revenue, Premion

Live sports is one of the most powerful and culturally unifying categories in media — and increasingly, it’s happening on Connected TV (CTV). As more fans shift to streaming, live sports is becoming a centerpiece of modern media plans. Yet for years, local and regional advertisers were locked out of these premium in-game moments.

To quantify how access, adoption, and perceptions are shifting, Premion partnered with Advertiser Perceptions on a new study examining how advertisers are planning, buying, and valuing live sports on streaming. Conducted in October 2025 among 303 agency and brand-side marketers directly involved in CTV decision-making, the findings reveal a significant shift underway — and a widening opportunity for local and regional buyers.

Here’s what the study uncovered:

1. Live Sports Is Already a Core Part of CTV Strategies

More than three-quarters (78%) of advertisers involved in CTV are already running campaigns in live sports content on streaming platforms. 

Live sports is quickly becoming essential to CTV strategies as advertisers follow where fan engagement is strongest.

2. Momentum Is Building and Ad Spend on Live Sports Is Set to Grow

79% of advertisers who advertise in live sports are extremely or somewhat likely to increase their ad spend over the next 12 months.

Even among those not currently active, nearly 40% expect to begin. Advertisers want more access, flexibility, and scalable ways to buy into premium, real-time moments — and they’re preparing to invest accordingly.

 



3. Advertisers See Live Sports as More Valuable Than Other Premium Content

Among current live sports advertisers, 77% say live sports is more valuable than other premium CTV content.

The value is clear: live sports deliver massive, real-time, emotionally invested audiences that are hard to replicate elsewhere.

4. Live Sports Outperforms on Key Brand Metrics

7 in 10 advertisers already advertising in live sports on CTV believe it is better at increasing brand awareness, brand favorability and brand recall vs. other types of premium content — and 6 in 10 say it drives stronger conversions as well.

This signals that, for current buyers, live sports deliver meaningful brand lift and strong full-funnel impact.

5. Non-Advertisers Also Expect Strong Brand Performance

Over 50% of advertisers not currently advertising in live sports on CTV expect it would be better overall for increasing brand recall and brand awareness than other types of premium content.

This signals strong perceived value even among non-participants, suggesting that interest could accelerate quickly as access, cost, and buying complexity improve.

Despite the clear opportunity, advertisers cite several challenges to investing in live sports on CTV, including cost/affordability, buying complexity, and lack of programmatic access. Historically, live sports inventory has been expensive, fragmented, and difficult for local advertisers to enter — until now. 

What This Means for Local and Regional Advertisers

Live sports have long been dominated by national brands, but as viewership shifts to streaming, that dynamic is changing fast. Local and regional marketers can now access premium, high-engagement moments programmatically that were once out of reach.

The takeaway is clear: live sports on CTV is becoming one of the most valuable and sought-after premium environments, and advertisers at every level are looking for easier ways to participate. We make this possible by giving local and regional advertisers simple, transparent access to high-impact live sports and tentpole moments.

At Premion, our agenda is simple: make CTV and live sports easy—especially for local and regional advertisers and agencies. 

Download the complete study findings: Live Sports on CTV: Unlocking High-Value Opportunities for Advertisers.