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Sports Connected TV Ad Spending
Ad Spending
Ad Spending per Hour, per Person
Upfront Ad Spending
Retail Media
Programmatic
Ad Revenue, by Company
Scenario: WBD Acquisition
Scenario: Sustained Energy Shock
Users
by Age
by Generation
by Device
Source: EMARKETER Forecast, May 2026 - May 2026
Note: includes video ad spending on sports programming delivered by OTT platforms via connected TV devices per calendar year; includes OTT and TV Everywhere; includes live broadcasts and time-shifted viewing (e.g., authenticated and on-demand replays); excludes advertising sold by TV networks; excludes social video; excludes esports
Additional Note: Sports connected TV (CTV) ad spending includes all inventory sold and controlled by OTT platforms or distributors. Inventory sold by TV networks, even if delivered within vMVPD environments, is excluded. Sports ad spending includes live sports games, official league events such as drafts and combines, and related shoulder programming tied to these events. Standalone studio shows and highlight programs are excluded.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.