The news: Despite the broader shift to digital platforms, linear TV remains the go-to choice for sports fans, per a report from Television Bureau of Advertising (TVB).

• 90% of sports enthusiasts surveyed said it is important for local sports to be shown on local broadcast TV.
• Three in four, meanwhile, watch sports on local broadcast at least twice weekly.
• Broadcast TV news was the top choice to watch or listen to the latest sports news.
• Linear viewership preferences were consistent across sports. Eighty-four percent watch NFL Football on linear, compared with 69% on streaming services/networks; 87% watch college football on linear, while less than half watch on streaming; an equal amount prefer traditional for college basketball.

Why it matters: Live sports are one of the most attractive advertising opportunities for brands. The category gives access to broad audiences, with nearly half of the US population identifying as live sports viewers, per our forecast.