"MVPDs/vMVPDs as MVPs Upfront buys and sponsorships unlock deals and exclusivity, but scatter allows you to be flexible and opportunistic. MVPDs and vMVPDs can be the real MVPs of sports advertising by offering one-stop shops for the right pockets of sports inventory across both linear TV and streaming, with guaranteed in-game inventory or "always on" packaging for a steady pulse of sports content year-round."
"There's no shortage of sports programming options, with everything from major global tentpole events like the 2026 FIFA World Cup and the 2026 Winter Olympics to nonstop NFL action, college football and basketball, NBA/WNBA, MLB, NHL, NASCAR, Formula 1, the PGA, horse racing and even NCAA Wrestling. However, too many options can create problems. Finding the game or event you want to watch has practically become its own sport."
"When you look at straight digital ad insertion (DAI), not every platform - or sport - is the same. As the tide continues to turn from linear to streaming, the NFL and major networks still limit programmatic enablement of their high-profile sports inventory. This is due to concerns that private marketplace activations may crash the livestream. Again, vMVPDs can help make an end run."
2026 features a vast array of sports programming, from the FIFA World Cup and Winter Olympics to year-round leagues and niche events. The proliferation of events across linear and digital platforms has increased marketplace fragmentation and made event discovery and media buying more difficult. Advertisers can pursue upfront deals and sponsorships for exclusive premium inventory or use scatter buys for flexibility. MVPDs and vMVPDs can consolidate relevant pockets of sports inventory across linear and streaming, offering guaranteed in-game placements and "always on" packages. Combining those buys with first-party audience data enables precise targeting while programmatic access to marquee sports inventory remains limited.
#sports-advertising #mvpdsvmvpds #streaming-fragmentation #first-party-data #programmatic-restrictions
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]