"The fragmentation of audiences in general is more of a pain for advertisers than if it was centralized among fewer networks, said eMarketer analyst Ross Benes."
"Streaming cyclers meant brands might have to approach live sports upfront conversations with a more selective strategy, that targeted key tentpole moments but didn't rely on streamers to guarantee audience retention down the line."
Following sports teams has become inconvenient and costly due to fragmented broadcasting across multiple streaming services and networks. Fans must navigate various platforms to watch games, prompting an anti-trust investigation into the NFL for high viewing costs. Advertisers face challenges in a complex sports media market with numerous rights-holders, complicating campaign strategies. Consumer loyalty to streaming services is low, with many changing providers frequently. Brands must adopt selective strategies for live sports advertising, focusing on key events rather than relying on audience retention.
#sports-broadcasting #streaming-services #advertising-strategies #nfl-investigation #audience-fragmentation
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