Teads Research Reveals Year-Round Sports Attention Playbook for Brands
Event summary
- Teads released global sports research showing 56% of viewers use second screens during games, creating extended engagement windows.
- 47% of respondents said brand advertising during sports strengthens their connection to the brand.
- 49% are more likely to purchase when brands advertise consistently across multiple platforms.
- The full report will be presented at IAB NewFronts on March 25, 2026.
The big picture
Teads' research underscores the evolving nature of sports media consumption, where live events are just one part of a broader attention ecosystem. The findings highlight the strategic importance of multi-platform advertising strategies for brands looking to capitalize on culturally significant moments. This aligns with broader industry trends toward connected consumption and the fragmentation of audience attention across multiple screens.
What we're watching
- Advertising Effectiveness
- How Teads' findings will influence brand spending patterns during major sporting events.
- Multi-Platform Strategy
- Whether brands can sustain consistent cross-platform engagement beyond live broadcasts.
- Market Differentiation
- The pace at which Teads can leverage this research to differentiate itself in the competitive digital advertising space.