As linear TV diminishes in prominence, with connected TV (CTV) emerging as the primary platform for broadcasting shows and live events, it becomes crucial to understand the significance of investing in CTV measurement. With traditional measurement methods faltering in capturing the true value of these ads, there's a critical need for holistic and unified measurement solutions such as Beatgrid’s. The complexity of CTV platforms offers potent avenues for advertisers to engage audiences but also introduces persistent measurement challenges, especially during one-off live events (such as the Nadal vs. Alacaraz match, or the Jake Paul vs. Mike Tyson bout) where standard cross-media measurement tools may fall short.
The shift toward digital content consumption, particularly for live sports events, offers new opportunities but also demands a refined approach to advertisement measurement. With digitally streamed sports events often continuing to transmit the linear ad feed, measuring true reach and engagement across platforms becomes complex. Advertisers and agencies face challenges in consolidating reach data from various channels, which are measured differently, making it difficult to deduplicate and accurately assess viewer metrics. As more sports broadcasting rights transition exclusively to digital platforms (CTV apps — AVODs, SVODs, BVODs…), advertisers need to capitalize on these opportunities by enhancing consumer engagement. Effective cross-platform advertising seeks to envelop sports fans with consistent and captivating messages across all media outlets.
The continuous shift toward streaming and the consequential growth in sports streaming spend highlight the evolving dynamics of media consumption. While linear platforms still play a significant role in delivering massive audience reach, the strategic importance of streaming cannot be understated — offering brands the capability to target younger, digitally savvy demographics with more personalized and interactive ad experiences.
Recent negotiations over NBA streaming rights highlight the intense competition among major platforms. This season, YouTube, with the NBA League Pass, has entered the scene, while Warner Bros. Discovery's TNT, whose exclusive NBA broadcast rights expire at the end of the current season, will retain some rights but is competing with NBCUniversal for prime broadcast slots. ESPN is expected to secure the rights to broadcast regular season games every Wednesday but will give up Friday night broadcasts. Despite reducing its content, ESPN's annual fee will increase substantially over the next 11 years.
The NBA seems to be adopting a strategy similar to the NFL's, optimizing the value of its rights by assigning specific days and events to different platforms. This approach is underscored by Disney’s decision to drastically de-invest in Linear TV (as seen in the upfronts) and, on the flip side, deciding to go for the occasional NBA games, indicating that even a single game a week holds significant value. Netflix's decision to stream the Chiefs vs. Steelers and Ravens vs. Texans games on Christmas Day further emphasizes the trend toward CTV apps. However, advertisers and agencies face considerable challenges in measuring the reach, brand lift and overall impact of their campaigns on such one-off live events, as these platforms often create more walled gardens and rely on DSPs that are still refining their measurement methodologies. This makes it difficult to measure individual performance on a per-channel basis and to make accurate channel-to-channel comparisons, complicating the process of comparing apples to apples.
As the media landscape transforms, it is clear that the integration of advanced technologies and strategic multi-channel approaches becomes indispensable. Advertisers must adapt to these changes by investing in more holistic and unified measurement solutions that encompass the full spectrum of media consumption — from linear to digital — ensuring they capture the true value of their investments in live event advertising on CTV platforms.
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