The Future of Sports Advertising: Insights from Trends Leading up to Super Bowl LIX
The way audiences consume live sports is evolving, with both streaming and traditional TV continuing to play vital roles in connecting fans to their favorite events. This shift presents exciting opportunities for advertisers to reach diverse audiences across multiple platforms, especially during marquee events like the upcoming Super Bowl LIX, featuring the Kansas City Chiefs and the Philadelphia Eagles.
Live Sports: A National Phenomenon
Live sports remain one of the most-watched content categories in the U.S., with nearly half the population—48%—tuning in throughout 2024. Whether it’s a regular season game or a high-stakes championship, these events capture attention and generate passionate engagement, offering advertisers a unique chance to connect with viewers at scale.
The Growth of Digital Sports Viewership
While traditional TV has long been the dominant platform for sports viewership, digital streaming is rapidly gaining ground. In 2024, 105.3 million people in the U.S. watched live sports digitally, up significantly from 95.5 million in 2023. By 2025, this number is projected to grow to 114.1 million.
This trend reflects the appeal of streaming platforms, which offer flexibility, on-demand access, and interactive features. Younger audiences, in particular, are embracing these platforms, making digital a crucial part of any advertiser’s strategy.
Super Bowl LIX: A Dual Platform Event
Super Bowl LIX, airing on Sunday, February 9, 2025, at 4:30 p.m. EST, underscores the importance of a multi-platform approach. The Kansas City Chiefs, led by quarterback Patrick Mahomes, are making their third consecutive Super Bowl appearance. Despite some fans expressing fatigue over the Chiefs’ repeated presence, television ratings still indicate sustained high interest.
The Philadelphia Eagles, on the other hand, have showcased a strong performance this season, setting the stage for a highly anticipated matchup.
Being broadcast on FOX and available through services like FUBO, the Super Bowl exemplifies the complementary nature of linear and digital media. Traditional TV provides unmatched reach and a communal viewing experience, while streaming platforms cater to audience segments seeking flexibility and interactivity.
Opportunities for Video Advertising
With 48% of the U.S. population watching live sports, advertisers have a powerful opportunity to engage audiences during these televised events. A hybrid advertising strategy—leveraging the scale of linear TV and the precision of digital platforms—allows brands to maximize their impact. At LWD, we refer to this type of omni-channel media strategy as “total video” as it incorporates both:
- – Linear TV: Ideal for reaching broad, diverse audiences, especially during major events like the Super Bowl.
- – Digital Platforms: Offer advanced targeting, personalized messaging, and interactive ad formats to connect with specific audience segments.
By combining these strengths, advertisers can create campaigns that resonate with viewers across all platforms, driving both awareness and engagement.
The Future of Sports Advertising
The enduring popularity of live sports, paired with the rise of digital viewership, is reshaping the advertising landscape. Super Bowl LIX demonstrates the potential of a multi-platform approach, blending the best of traditional TV and streaming to reach fans wherever they choose to watch.
For advertisers, the key is to embrace this evolving landscape, leveraging the unique strengths of both linear and digital platforms to build meaningful connections with sports enthusiasts and maximize their ROI. Be sure to reach out to the LWD team for support with your total video media strategy!
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