STREAMING SERVICES BOOST THEIR INVESTMENT IN SPORTS RIGHTS

23. 2. 2025 Streaming services will account for 20% of what is spent on sports rights this year, according to new analysis, as the likes of Amazon and Netflix invest in live events to drive new subscribers and to entice advertisers with sponsorship deals and brand opportunities. Why sports rights matter As the streaming market reaches saturation point, adding live sport has become a new path to acquiring and retaining subscribers – and there’s evidence that it works. According to reports, Netflix gained approximately 1.5m US sign-ups from the Tyson/Paul boxing match and roughly 700,000 subscribers from its deal to show NFL Christmas Day games.

WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV

17. 2. 2025 Also known as the “Big Game” in the U.S., the Super Bowl is typically one of the most viewed TV moments. In fact, in 2024 Super Bowl LVIII, featuring the Kansas City Chiefs and the San Francisco 49ers, had the largest TV audience for a single-network telecast. It’s also a sports event that audiences will frequently watch together. But it’s not the only programming audiences gather for. Our research shows that Americans watch TV with other people (friends, family, even strangers at the bar) 47% of the time, on average, and alone the rest of the time.

WHEN THE BREAK IS AS MUCH FUN AS THE GAME. WHAT WAS THE HIGHLIGHT OF THIS YEAR’S SUPER BOWL COMMERCIAL BREAK?

17. 2. 2025 Super Bowl LIX once again attracted the attention of not only sports fans but also advertising professionals from around the world. Prices for 30 seconds of ad space reached all-time highs this year, and once again, we could watch campaigns from big brands and smaller players who took advantage of the opportunity to reach more than 126 million viewers. Whether it was funny spots, emotional messages or controversial messages, Super Bowl LIX confirmed its status as the advertising event of the year, leaving no one indifferent in the marketing world.

SUPER BOWL 59 IS THE MOST-WATCHED GAME IN HISTORY WITH 127.7 MILLION VIEWERS, ACCORDING TO FOX

11. 2. 2025 The Eagles knocked off the Chiefs and Fox set a record for viewership.

A CAROUSEL OF MONEY CALLED THE SUPER BOWL. THOUSANDS OF DOLLARS FOR A SEAT, MILLIONS FOR ADS

9. 2. 2025 The final game in American football, the famous Super Bowl is probably the most watched sports game ever. And the price of advertising matches it. But famous artists performing at halftime get nothing.

STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS

7. 2. 2025 Streaming was up by 56% in the second half of 2024 but traditional TV also grew by 8%, highlighting the importance of live events.

SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES

6. 2. 2025 Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness.

SUPER BOWL ONLINE: THE BEST ADS IN ONE PLACE

5. 2. 2025 MAM presents a roundup of the spots vying for viewers' attention during the advertising show of the year. See who will score the advertising touchdown at Super Bowl LIX.

TV IS ENTERING A NEW ERA OF INTERACTIVITY

30. 1. 2025 With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.

TRENDS IN SPORTS SPONSORSHIP

13. 1. 2025 The growing influence of artificial intelligence, the increased visibility of Olympic partners or Nike's aggressive journey back to relevance. These are some of the trends that are expected to be evident in global sports sponsorship in 2025.

TERRESTRIAL BROADCASTING MAY BE THE SOLUTION FOR STREAMING SPORTS

6. 12. 2024 It's been a problem for years - angry sports fans who can't watch the expected live coverage in tense moments. However, this problem could have a solution in the future in the form of terrestrial broadcasters.

STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

19. 11. 2024 Streaming services are growing mainly due to sporting event offerings, a Kantar study shows.

FIGHT FOR SPORTS RIGHTS: ČT WANTS TO KEEP THE ICE HOCKEY WORLD CHAMPIONSHIPS, THE EURO AND THE OLYMPICS

11. 10. 2024 Czech Television, which has lost the broadcasting rights to some sports competitions due to commercial pressure, is interested in retaining the broadcasting rights for sporting events involving the Czech national team in the future. Sports media was the topic of discussion at this year's Sport Alive conference.

STUDY USA: NEARLY 60M U.S. HOMES WATCHED THE OLYMPICS

12. 8. 2024 Household viewing of the Paris games was up 11% compared to the Tokyo games, Samba TV reported.

THE 2024 OLYMPICS IS A REMINDER THAT APPOINTMENT TV IS ALIVE AND WELL

9. 8. 2024 This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times.

UNDER THE FIVE OLYMPIC RINGS. GAME-CHANGING TV ADS

9. 8. 2024 The 2024 Summer Olympics in Paris are slowly heading towards the Closing Ceremony. As we already know, the Olympics are not only the pinnacle of professional athletes’ careers but also a very rewarding time for marketers to present their revolutionary ideas. World-renowned brands have always used and continue to use the emotional power of sport at Games time to spread positive values and connect people across continents. Olympic history is full of memorable ads that have not only defined global marketing but have also co-shaped the international Olympic movement. What are some of the most memorable ones? Coca-Cola – Celebrate Humanity (1996) When Atlanta, Georgia, hosted the 1996 Summer Olympics, it was widely expected that one of the largest global companies having its headquarters in the metropolis, Coca-Cola, would be heavily involved in the process. And indeed, the 1996 Olympic Games went down in marketing history as the “Coca-Cola Games”. The Coca-Cola Olympic City where some of the Olympic sports could be watched in virtual reality was clear evidence that the company, one of the oldest Olympic sponsors, was certainly not underestimating this opportunity. The company also launched its Celebrate Humanity campaign to mark the occasion and, predominantly, celebrate humanity and joy. The campaign’s message was presented through emotive stories and visuals that showed the athletes and their paths to success. The individual spots consisted of authentic footage from the Olympic Games, inspirational music and voiceovers, which were combined with images of the athletes and emotional moments from the Games. And, of course, localisation for each national market was an important element. The advertising spots were one of the most important elements of the campaign – they included inspirational quotes from athletes and worked with authentic footage from past Games. As a result, Celebrate Humanity has become an Olympic benchmark for Coca-Cola, and there is perhaps not a single Olympic ad that doesn’t take at least a small nod to this legendary campaign.

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1.

HALF OF CZECHS PLANNED TO WATCH THE OLYMPICS

2. 8. 2024 Before the start of the Summer Olympics, the majority of the domestic online population declared their interest in watching the Games. This is a comparable proportion to previous Olympic Games.