• by Wayne Friedman , June 11, 2025

“Until now, it just wasn't possible to scale live sports advertising programmatically for local advertisers,” said Daniel Spinosa, president of Premion, tells Television News Daily.

“What makes Premion different is our ability to deliver real-time access to nearly all major live sports leagues and in-game inventory — across platforms and at scale. Local and regional advertisers can now reach fans during the biggest live moments, not just national brands.”

Premion did not disclose specific media-buying financial details for its sports-specific effort.

The company did say brands will get “event transparency, advanced fraud protection, and business-outcome optimization” data.

This sports-focused programmatic effort will work through Octillion, a demand-side platform (DSP) focused on local CTV/OTT advertising that Premion acquired in February a year ago.

Premion says the new platform will be available to select brand and agency partners on a first come, first serve basis.

In the fourth quarter of 2024, Tegna said Premion had a slight decline in revenue, due to overall softness in national advertising -- particularly with the automotive category. Automotive brands are a major advertising category for sports TV programming.

Tegna says fourth-quarter digital advertising revenue grew year-over-year. Premion's direct sales force reaches OTT viewers in over 78% of U.S. television households.