“There has always been an incredible appetite to advertise in live programming, but now, programmatic and the mass shift toward streaming are adding a layer of complexity to the space,” said Travis Flood, executive director of insights at Comcast Advertising.

The audience opportunity is massive: Among the US’ top 100 most-watched telecasts in 2023, 96 were live sports (93 were NFL games). But live programming encompasses more than just the NFL and major tentpole events like the Summer Olympics and US elections.

Flood said advertisers should think bigger—tapping automation tools and events throughout the year via multiscreen campaigns. Here, he shares more insight.

Q: What makes live programming so different, beyond its larger audience?

A: When we talk about live events, it’s not just the Super Bowl. It’s also live programming that happens on a regular basis, such as news talk shows or local sports teams. And there are three elements that set them apart. First, it’s current and happens in real time. Sports fans say the top reason they watch live content is because it happens in real time, according to an April 2024 survey by Kantar. Second, it’s engaging. At Comcast, we analyzed top sporting events over the past year between April 2023 and April 2024 and found there was 31% higher visual attention compared with an average program. Finally, there is a communal aspect. Not only is it more likely to be watched as a group, but those viewers are also commenting, socializing, and interacting with the content.

Q: What is the opportunity of a streaming-first future for live programming?

A: There is flexibility for the publisher, the advertiser, and the viewer. For publishers, there are additional distribution channels and a greater opportunity to reach people through different avenues. For advertisers, the market is more democratized, allowing a wider range of ad budgets. And for viewers, they get more of a customized experience when they have the option of multiple feeds to watch.

Q: What role does programmatic play?

A: Programmatic is an efficiency engine that allows you to automate a lot of the transactions for both buyers and sellers. This provides the ability to unlock more inventory and greater efficiency, as well as better measurement opportunities that can help advertisers understand the true value of their investment.

But with opportunity also comes challenges, including the need to maintain the viewer experience. Last year, FreeWheel, a Comcast company, launched the Viewer Experience Lab, a researched way to deliver ad-supported content that is as good or better than the traditional TV experience that consumers are accustomed to.

Q: What are some of the misconceptions about advertising during live events?

A: Live events attract a lot of people, and a lot of different types of people. For example, live sports draw more than male viewers, as well as a wide range of incomes, especially if you look beyond flagship sporting events and instead across a whole season of programming. This also includes events around news and political debates, where there is often an apprehension among advertisers. It’s time we rethink those avenues because they can bring in such a highly engaged audience.

Three ways to ensure your live-event ads stand out:

1. Creative testing. Make sure your creative fits within the content it will appear.
2. Have a relevant message. Whether you are advertising to a very targeted audience or to a broad audience, the products should still align with their interests and values.
3. Strategize across channels. Advertising in live programming should be part of a larger campaign, whether it’s leading up to the event or reinforcing the messaging after. You stand out through frequency, which is built over time.

​​Click here to read “It’s Only Live Once: How TV Advertisers Can Capture Audiences in the Moment…And how streaming is changing the game.”