YouTube TV expands its live sports lineup with ESPN Unlimited and a new NBCUniversal carriage deal. Marketers need to follow the audience where they're going.

As sports increasingly head to streaming services and bundles, local companies are facing a significant challenge: making sure their ads reach actual people. Companies that sell those ads directly are ...

The 2026 FIFA World Cup, which kicks off next week, is one of many tentpole sports events drawing attention – and ad spend – to live sports streaming. Cord-cutting isn’t the only motivator marketers ...

Women’s sports are a lot more popular than they used to be. Last year, ESPN reported that the WNBA delivered its most-watched regular season in history. In 2023, the FIFA Women’s World Cup (which the ...

Live sports advertising is set to become a more than $20 billion business in 2027, growing far faster than the broader television market even as audiences fragment everywhere else, according to a new ...

NEW YORK--(BUSINESS WIRE)--Women’s sports advertising continues to outperform primetime TV, according to the third annual Women’s Sports TV Outcomes Report from EDO, the TV outcomes company. Women’s ...

Nearly 30% of all ad-supported TV viewing came from sports in the fourth quarter of 2025, according to a Nielsen report shared with Marketing Dive. Broadcast TV without sports accounted for just 9.8% ...

Third annual EDO report finds that women’s sports ads drove 15% more impact than the average primetime spot, led by financial service, insurance, and restaurant brands When you purchase through links ...

The biggest mistake in sports advertising right now? Treating it like every other media buy. If you’re still trying to force live sports into the same audience segment bucket as a mid-afternoon sitcom ...