Advertisers are increasingly adopting unified video strategies to manage fragmented inventory across broadcast, CTV, and digital platforms during high-demand live sports events. The strategy aims to improve media efficiency and reach younger audiences who frequently engage with second screens during live broadcasts.
The immediate implication is that advertisers must shift from platform-specific silos to cross-channel planning to maintain frequency and reach as sports rights fragment across a dozen different services. Within the broader ecosystem, this shift forces a transition from simple attention-chasing to intent-based buying that accounts for the multi-screen habits of younger demographics. As broadcast and digital inventory continue to merge, the industry should watch for whether unified buying tools can successfully reduce media waste during high-demand global events like the World Cup.
As brands look to capitalize on second-screen engagement, addressable retargeting is becoming a critical component for converting live sports viewers into active shoppers. To further improve performance, real-time sports ad targeting is helping brands reach these audiences more effectively. For those looking to unify linear and digital workflows, new infrastructure is emerging to bridge the gap, while omnichannel operating system options continue to grow despite persistent measurement hurdles.
Advertisers are shifting to unified video strategies to manage fragmented live sports inventory across broadcast and CTV. With 88% of viewers under 35 using second screens, brands must move away from siloed buying. This transition is critical for maintaining reach as the 2026 NFL season spans 10 distinct viewing platforms.
Advertisers are adopting these strategies to manage fragmented inventory across broadcast and streaming platforms, ensuring they can maintain reach and frequency as sports rights are distributed across multiple services.
The 2026 NFL season will be distributed across more than 10 different networks and streaming platforms.
Approximately 88% of viewers under the age of 35 utilize a second screen while watching live sports events.
According to CI&T research, second-screen users are actively shopping and checking statistics in real time during live broadcasts.
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