SPORTS ENTHUSIASTS PREFER LINEAR TV, WHILE ADVERTISING DURING GAMES DRIVES ONLINE SEARCHES

Linear television remains the preferred way for sports enthusiasts to watch a range of popular sports. Local television stations also continue to play an important role: nine out of ten sports enthusiasts believe it is important for them to broadcast matches involving local teams. In addition, advertising shown during sports broadcasts can influence consumers’ choices when they subsequently search online for products or services. These findings come from TVB’s 2026 Sports Survey.

The 2026 Sports Survey examines how people watch live sport and other sports content, which platforms and devices they use, and the role that local television broadcasting plays for viewers. It also considers the influence of advertising shown during sporting events on consumers’ subsequent online search selections.

Respondents were divided into three groups:

1. Viewers watching only big sporting events
2. Fans of one type of sport3.
3. Sports enthusiasts watching multiple sports

The survey focused primarily on the final group. What conclusions did its authors reach?

Ads in sporting events influence consumer search selections

Television advertising shown during sporting events also affects consumers’ subsequent online behaviour. Among respondents who search for products or services online, 83% said that advertising they had seen during a sports broadcast had influenced their choice when searching online for a product or service at least occasionally.

Differences between the individual viewer groups were minimal. The influence of advertising was acknowledged by 82% of multiple sports viewers, 83% of one sport viewers and 84% of big event only viewers. According to the survey, advertising within sports programming has a similar effect across different types of sports audiences.

Linear television remains sports fans’ first choice

When watching their favourite competitions, sports enthusiasts show a clear preference for linear television over streaming services. Linear broadcasting has its largest lead in baseball, college football, college basketball and ice hockey, with more than eight out of ten fans watching these sports this way. Streaming services are used by approximately half of the audience for these sports.

The difference is smaller, but still clear, for the NFL and NBA. Among enthusiasts, 84% watch football on linear television, compared with 69% who use streaming services. For professional basketball, the figures are 80% and 63%, respectively. The results therefore show that, although streaming represents a significant part of sports viewing, linear television remains more widely used across all the sports covered by the survey.

Sports broadcasts on linear television are watched primarily on the large screen

When watching sport through linear television, sports enthusiasts show a clear preference for the TV set. It is used by 93% of respondents for over-the-air television and by 94% for cable television. Fewer than 40% watch these broadcasts on a smartphone, tablet or PC.

For streaming, the difference between large and small screens is significantly narrower. While 86% of respondents watch streamed broadcasts on a TV set, 68% also use a smartphone, tablet or PC. The figures are even more evenly balanced for paid sports apps and websites: 84% of sports enthusiasts use a TV set, while 73% use a smaller device. Respondents selected all the devices they had used in the last 12 months.

Fans believe local sport belongs on local television

Sports enthusiasts consider it important for local TV stations to show matches involving their local teams. Nine out of ten respondents hold this view, while only one in ten do not consider the availability of local sport on linear television important. The result confirms that local television broadcasting is an important way for sports audiences to watch their local sports team’s games.

3/4 of sports enthusiasts watch sports on local broadcast TV at least twice a week

Local television stations are a regular source of sports content for sports enthusiasts. Three quarters of respondents watch sports on these stations at least twice a week, while nine out of ten do so at least once a week.

The largest group, representing 29% of respondents, watch sport on local broadcast TV stations four or more times a week. A further 23% watch three times a week, while the same proportion watch twice a week. Only a small part of the audience watches local sports coverage less than once a week.



 

The survey results clearly show that linear television continues to hold a strong position in sports content. Sports enthusiasts prefer it for watching a range of competitions, local stations are an important source of matches involving local teams, and advertising during broadcasts can also influence viewers’ subsequent online search selections.

About the survey: The 2026 Sports Survey is based on 5,000 interviews conducted through an opt-in online survey. Almost half of the participants were sports enthusiasts, defined as those who follow multiple sports. The survey was open to respondents aged 18 and over who had watched or listened to at least one sports programme during the previous 12 months. The six-minute quantitative online questionnaire was administered by Dynata between 11 and 18 December 2025. The questions covered how respondents watched sporting events and other sports content, the platforms and devices they used, and the importance of local television broadcasting.

Source: tvb.org