According to a new study published by Teads, 51% of French people use a second screen when watching live sports. Before, during, and after the game, they browse, comment, compare, and make purchases. For advertisers, this multi-screen reality creates opportunities that traditional media strategies can no longer capture.
The study reveals that major sports competitions are no longer just for sports fans. Teads identifies several distinct audience segments, including superfans, engaged fans, occasional spectators, festive viewers, and less interested individuals.
This expanded spectrum transforms sports events into cultural gatherings comparable to major entertainment evenings. For brands, the potential reach goes beyond the traditional sports audience.
Despite the growth of mobile usage, the consumption of live sports remains predominantly at home. 68% of French people watch major competitions from home – 41% with family and 26% alone, creating a conducive advertising environment.
The study shows that a significant percentage of French viewers are open to discovering new brands, feel a stronger connection with brands present during sports events, and are more likely to make purchases from consistent brands across multiple screens.
Connected television emerges as a strategic entry point for advertisers before the start of events. The use of multiple screens has become the norm, extending beyond match time to pre-match and post-match analysis.
Internet outperforms social networks as the preferred environment for discovering brands during sports moments, with search engines and news sites at the forefront.
The overall Open Internet surpasses social platforms as a brand discovery location during sports events. This result underscores the importance of premium media in live activation strategies often overshadowed by social networks.
Results from Teads show that exposure across multiple environments generates significantly better brand effects than single-channel activation, emphasizing the importance of integrated sports activation on various screens.
Sports moments now create ecosystems of continuous attention, transitioning seamlessly between screens and creating multiple brand touchpoints. Strategic and consistent creative relevance in an omnichannel approach can make sports moments powerful performance levers.
Key Takeaways: – Sports remain a powerful attention-grabber in a domestic setting. – The power of sports lies in a multi-screen continuum of engagement. – Brands need to orchestrate their presence across different touchpoints with coherence and contextual relevance. – Future competitions, whether international tournaments or national leagues, present activation opportunities to anticipate now.
