As live sports proliferates on streaming platforms and more viewers are watching live sports, new research from Premion and Advertiser Perceptions finds that demand for live sports streaming/CTV ad inventory is also growing.
The survey found that nearly three-quarters (73%) of advertisers plan to allocate budget to live sports streaming/CTV advertising over the next 6–12 months, driven by engaged fans and major live events. Agency demand is even stronger, with 79% planning to invest, compared with 65% of marketers, the study found.
At the same time, the study also indicated that advertisers also want better measurement, stronger proof of ROI and simpler ways to navigate an increasingly fragmented sports marketplace as they ramp up those investments.
“Live sports continues to deliver something incredibly valuable for advertisers: passionate audiences showing up in real time,” said Blake Hebert, head of publisher operations, Premion. “As more sports viewing moves to streaming, advertisers want to capture that engagement with greater precision, accountability and local relevance. The opportunity now is to make live sports easier to access, measure and prove across an increasingly fragmented landscape.”
Six in 10 advertisers (61%) say reaching highly engaged sports fans during live events is a top reason for investing in live sports streaming, making it the leading investment driver. More than half (52%) also point to capitalizing on live sporting events that draw large audiences.
The appeal goes beyond engagement and scale. 41% cite aligning their brands with premium live sports content, while 40% are looking to extend the reach and impact of linear TV campaigns and 37% want to connect with streaming-first or cord-cutting sports fans. The findings reinforce streaming’s growing role in extending linear reach and connecting advertisers with shifting sports audiences.
57% of advertisers rank audience delivery and geographic reporting down to the local market among their most important measurement capabilities, higher than any other capability tested. That local focus signals that advertisers want to know not only that they reached sports fans, but that they reached the right audiences in the markets that matter, the researchers reported.
Accountability also ranks high. 52% prioritize attribution following exposure to live sports advertising, while 49% prioritize transparent reporting across publishers and inventory sources. Another 49% prioritize measuring incremental reach beyond linear TV. The expectation is clear: prove audience delivery, quantify streaming’s incremental reach and connect exposure to outcomes.
The survey also found that four in 10 advertisers (40%) are investing in live sports streaming to extend the reach and impact of linear TV campaigns, while nearly half (49%) prioritize measuring incremental reach beyond linear TV.
The findings underscore how streaming and linear are increasingly working hand in hand. As sports audiences spread across screens, streaming helps advertisers extend linear reach while adding greater targeting and measurement, the researchers said.
In terms of barriers to investment, the survey indicated that cost is the top obstacle to greater live sports streaming investment. That factor was cited by 44% of advertisers, with difficulty measuring campaign performance and ROI close behind at 41%.
Other hurdles reflect the complexity of today’s sports marketplace. 35% cite a lack of transparency into campaign delivery and reporting, while 34% point to the complexity of buying across multiple publishers and platforms. Another 34% cite limited access to premium live sports inventory.
Notably, just 23% cite difficulty reaching sports audiences at sufficient scale, the lowest-ranked challenge. The gap is telling: reaching sports fans isn’t the primary obstacle. Cost, proving performance and navigating a fragmented marketplace are the bigger hurdles to greater investment.
“Our research shows advertisers already recognize the value of live sports streaming. The next step is removing the friction that can hold back greater investment, from buying complexity to transparency and ROI. Solving those challenges will help advertisers get more from live sports,” added Hebert.
Premion commissioned Advertiser Perceptions to survey 302 U.S. advertising decision-makers from August 3–11, 2026. Respondents were involved in media brand selection decisions and represented companies or clients with at least $1 million in planned advertising spend over the next 12 months. The sample included both agency and marketer respondents from the Advertiser Perceptions AdPROs Community and trusted third-party partners.
The full report is available here.
