Live Sports Streamers More Receptive To Ads Than Traditional TV Viewers According To New Research From Magnite
July 07 2022 - 9:00AM
Magnite (Nasdaq: MGNI), the world’s largest independent omnichannel
sell-side advertising platform, released a study entitled “Live and
Kicking: An In-Depth Look At Live Streaming in New Zealand” that
found sports streamers are more responsive to advertising than
traditional TV watchers, with many stating they often remember the
ads seen (31%) and search for the product or service (39%) after
the fact.
The study also found that nearly half of sports streamers have
discovered new products as a result of ads placed around sports
content, while 25% have bought the product or service advertised.
These results signify the effectiveness of live sports content at
driving action and engagement.
80% of all New Zealand CTV users can be classified as live
streamers according to the study, demonstrating New Zealand
continues to lead the way on streaming.
“As consumers increase their CTV consumption, we see live TV,
especially live sports, being viewed even more in this environment.
We commissioned this study to better understand how people access
and interact with this content and how it can inform advertising
decisions," said Yael Milbank, Managing Director, New Zealand at
Magnite. "One of the findings is that engagement with live content
extends to the advertising that airs alongside it. Advertisers
should be actively exploring this channel for the opportunity to
engage with viewers who are highly receptive to advertising in real
time.”
Live sports streamers are highly receptive to
ads
Sports streamers are passionate about sports, with sports
content making up nearly a third of their weekly total viewing
time. While 31% of sports streamers agreed that TV ads are an
important part of the viewing experience, 44% 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 Rugby World Cup Sevens, All Blacks
Tests, and Commonwealth Games, than watch on traditional TV.
Additional key findings include:
- Live sports streamers are likely to watch multiple ad-supported
services with an average of two sports apps
- Sports fans prefer to watch live over watching on demand – 68%
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 81%
opting to watch on CTV.
- Shoulder content has increased in importance, with 56% watching
the pre-game show.
Methodology
Magnite engaged Harris Interactive to execute an online survey
to a nationally representative sample of 300 respondents in New
Zealand. Qualifying respondents were aged between 18-64 and were a
natural fall out of those watching 7+ hours of TV a week from a
weighted 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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