Genius Sports Study Shows Live Sports Ads Can Double Brand Recall in High-Intensity Moments
Event summary
- Genius Sports and MediaScience study found ads delivered after emotionally heightened moments in live sports can double unaided brand recall.
- The 60 seconds following a high-impact moment represent the peak window for advertising effectiveness.
- Emotional context can have a greater influence on recall than the ad creative itself in real time.
- Genius Sports Moment Engine uses official game data and real-time signals to identify and activate around high-impact moments.
- The study analyzed viewer response to advertising across varying levels of emotional intensity during live sports.
The big picture
The study challenges traditional assumptions about media value, demonstrating that not all impressions in live sports are equal. With live sports remaining a dominant entertainment format, the ability to target emotionally heightened moments could redefine how advertising is planned and valued. Genius Sports is positioning itself as a key player in this shift, leveraging its Moment Engine to optimize ad delivery in real time.
What we're watching
- Advertising Strategy Shift
- How brands will adapt their sports advertising strategies to leverage emotionally heightened moments for better recall.
- Moment Engine Adoption
- The pace at which advertisers adopt Genius Sports Moment Engine for real-time activation.
- Industry Standardization
- Whether the sports media industry will standardize around moment-based advertising metrics.