Live Sports Streamers More Receptive To Ads Than Traditional TV Viewers According To New Research From Magnite
July 06 2022 - 11:00AM
Magnite (Nasdaq: MGNI), the world’s largest independent omnichannel
sell-side advertising platform, today released a study entitled
“Live and Kicking: An In-Depth Look At Live Streaming in Australia”
that found sports streamers are more responsive to advertising than
traditional TV watchers, with many stating they often remember the
ads seen (39%) and discuss the ads with someone (32%) after the
fact.
The study also found that half of sports streamers have
discovered new products as a result of ads placed around sports
content, while 31% have bought the product or service advertised.
These results signify the effectiveness of live sports content at
driving action and engagement.
82% of all Australian OTT users can be classified as live
streamers according to the study, demonstrating that Australia
continues to lead the way on streaming.
“Live TV, especially live sports, is unmatched in its ability to
engage viewers and we commissioned this study to better understand
how people consume and interact with this type of content," said
James Young, Managing Director, Australia at Magnite. "One of the
study’s key findings shows that engagement with live content
extends to the advertising that accompanies it. With more audiences
tuning into live TV via streaming than ever before, it’s another
indicator that advertisers should be actively exploring this
channel to reach high value audiences.”
Live sports streamers are highly receptive to
ads
Sports streamers are passionate about sports, with sports
content making up nearly 40% of their weekly total viewing time.
While 40% of sports streamers agreed that TV ads are an important
part of the viewing experience, 46% said that they are more
attentive to ads in sports than those in other genres. This finding
suggests a clear opportunity for advertisers to reach coveted
audiences watching their favorite sports matches.
The study also found that more sports viewers intend to stream
live sports events including the Commonwealth Games, NRL Grand
Final, FIFA World Cup and tennis tournaments, than watch on
traditional TV.
“OTT provides a premium viewing experience and offers
advertisers the ability to reach highly engaged audiences in
addition to the millions watching on traditional TV,” said Nicole
Bence, National Sales Director of Digital at Seven West Media.
“Historically, live sports have reached mass audiences on a linear
service, but that tide is changing with the vast amount of content
available live and on demand across OTT platforms. As we found with
the Olympic Games Tokyo 2020, Australians watched more than 4.74
billion minutes on 7plus, making it the biggest digital event in
Australian history. Streaming Olympic action on 7plus was
particularly popular with younger viewers, with 18% of people 18 to
39 watching exclusively on 7plus, delivering an incremental
audience reach on broadcast of 32%.”
Additional key findings include:
- Live sports streamers are likely to watch multiple ad-supported
services with an average of 2.6 sports apps.
- Sports fans prefer to watch live over watching on demand – 71%
of live sports programming is watched in real time.
- Live sports streaming is omnichannel, but viewers prefer a
large screen environment when streaming live sports, with 84%
opting to watch on CTV.
- Shoulder content has increased in importance, with 69% watching
the pre-game show.
To explore additional insights, please click here.
Methodology
Magnite engaged Harris Interactive to execute an online survey
to a nationally representative sample of 1,200 television watchers
in Australia. Qualifying respondents were aged between 18-64 and
were a natural fall out of those watching 7+ hours of TV a week
from a nationally representative starting sample.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent
sell-side advertising platform. Publishers use our technology to
monetize their content across all screens and formats including
CTV, online video, display, and audio. The world's leading agencies
and brands trust our platform to access brand-safe, high-quality ad
inventory and execute billions of advertising transactions each
month. Anchored in bustling New York City, sunny Los Angeles, mile
high Denver, historic London, and down under in Sydney, Magnite has
offices across North America, EMEA, LATAM, and APAC.
Media Contact:Megan
Hughes203-979-4806mhughes@magnite.com
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