Teads publishes a study with Censuswide showing that sports events are now part of multi-screen usage. Thus, 51% of French people use a second screen when watching live sports.
The study highlights that these moments go far beyond the match itself, with activities before, during, and after. Thus, 29% of viewers make online purchases during the events and 22% buy related products at the time, such as food delivery or promotional offers.
Sport brings together diverse audiences, with 22% superfans, 29% engaged fans, 28% casual viewers, 8% festive viewers, and 13% of people not interested in sports.
Consumption remains mainly at home, as 68% of French people watch sports events at home, with 41% with family and 26% alone. In this context, 47% are open to discovering new brands, 43% feel that a brand’s presence strengthens their bond with it, and 47% are more inclined to buy after a consistent exposure on multiple screens, the study indicates.
Brand discovery is mainly done through search engines and news sites, at 29%, ahead of sports sites and connected TV at 25%, while social networks come behind at 15%.
Finally, according to the study, omnichannel campaigns show better results, with increases of 6% in awareness, 8% in memorization and message association, and 10% in purchase intent.
FIFA World Cup 2026
The study also highlights the potential of the FIFA World Cup 2026, which will be held in the United States, Canada, and Mexico. The event attracts a particularly wide audience, including 30% casual viewers, and stands out for its strong openness to brands, with a level 10 points higher than the average of sports events. During the matches, 63% of viewers use a second screen, a trend even more pronounced among the youth.
