Disney turns streaming into an ad engine: FYQ3 results show SVOD, sports, and parks combining to keep advertisers invested despite broader subscription churn.
The NFL’s fan base is broadening, and advertisers now have a more diverse audience to reach over live digital channels. The upcoming season, which kicks off with its first preseason game August 6, will have more international games than ever as the league continues to grow a global audience. US digital live sports viewership will reach 122.7 million, up 6.1% YoY, according to EMARKETER’s forecast. The NFL’s current media rights agreements include two streaming-exclusive deals (Netflix and Prime Video), and four deals with broadcasters that include linear retransmission on streamers (ESPN, Paramount+, Peacock, and Fox One).
Ad spending rises in June from World Cup demand: Marketers should treat the lift as temporary and keep budgets focused on channels that prove ROI.
Live sports remain advertising's last reliable mass-reach environment, and 2026 is proving the point: the NBA Finals shattered viewership benchmarks, the FIFA World Cup is reaching US audiences across every screen, and leagues are moving content onto streaming channels. This FAQ covers how sports audiences are changing, where the ad dollars flow, and how marketers should plan sports investments in 2026.
On today's podcast episode, we discuss the audiences for "spectacle events," including one-off marquee sporting events like UFC 250 and sporting occasion-adjacent events like the NFL Draft. We also explore the best ways to market around these moments and share some interesting examples of how companies are engaging with fans. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Marisa Jones, and Principal Analyst Max Willens. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Record demand lifted revenues, while the company bets its marketing spend will strengthen long-term brand appeal.
53.3% of US digital buyers purchased clothing online in the past 30 days, more than 20 percentage points ahead of the next-closest category, pet products (32.5%), according to a February survey from Bizrate Insights and EMARKETER.
Consumers showed resilience, with spending driven by the FIFA World Cup and higher tax returns.
Campaigns from Coca-Cola and Unilever boosted sales while generating customer insights and brand lift set to outlast the event.
World Cup viewers span every screen: Sports marketers need coordinated TV, streaming, and social campaigns to capture the full audience.
Athletes make Twitch the main event: Unscripted streams deliver trust, urgency, and sponsorship time that standard VOD ads cannot match.
The Carolina Panthers agreement shows established NFL venues remain prized marketing assets.
TikTok partners with NBA and WNBA: Pro basketball content extends the ad window and keeps conversations active beyond live broadcasts.
Telemundo lands UEFA soccer rights: Exclusive rights give advertisers year-round access to Spanish-language soccer audiences beyond marquee tournaments.
Brands can win by focusing on key fan experiences and social-first content.
Brands can gain exposure during high-value sports events without paying steep prices for traditional airtime. This was how Guess Fragrances used data and digital savvy to reach US-based NFL fans during last season’s playoffs. Disney’s asking price for a 30-second Super Bowl ad to run during next year's game is $10 million, per Variety. Meanwhile, sports fans are turning to second screens while watching live sports, creating an opportunity for lower-cost impressions. Nearly 6 in 10 (59%) World Cup fans said they would be watching second screens for FIFA World Cup 2026, per a July 2025 ThinkNow Research survey.
Chipotle turns fan attention into first-party data.
Strong discretionary spending contrasts with weaker grocery demand and high fuel bills.
Telemundo leads Spanish-language World Cup viewership: Spanish-language audiences can’t be ignored but require specific ad strategies.
Nike took advantage of the FIFA World Cup by spotlighting its new, soccer-focused X2 collection through community watch parties and in retail spaces. The effort, which ran through June, shows how retail can expand with targeted experiences that match specific fan interests.