Advertisers Favor Live Televised Events For Viewer Engagement

Audiences have grown more fragmented as consumers have been given more choices of programming and more control over their viewing experiences. Amid this specialization, live events with broad appeal such as the Super Bowl or the Oscars still manage to provide brands with a way to reach a mass audience efficiently.

More than half (56%) of advertisers surveyed by Advertiser Perceptions on behalf of Comcast’s FreeWheel said a large, simultaneous audience is the biggest reason to buy ads in live events. High viewer engagement (53%) and positive brand associations (42%) also were popular reasons among advertisers.