March 18, 2026 – New York, NY – Teads Holding Co. (Nasdaq: TEAD), a leader in omnichannel advertising, today released groundbreaking research that reveals how major sporting events provide unique opportunities for brands to capture audience attention throughout the year. The findings underscore the evolving nature of sports consumption, illustrating that these events are no longer confined to live broadcasts but are extended moments of engagement that can significantly drive brand impact.

1. Key Findings: A New Era of Sports Engagement

The research presents several compelling statistics that highlight the changing dynamics of sports viewership:

Second Screen Usage: A striking 56% of sports viewers utilize a second screen while watching games, indicating a shift towards a more interactive viewing experience.

Brand Connection: Nearly half (47%) of viewers report that observing brand advertisements during sports events enhances their connection to those brands.

Purchase Intent: A significant 49% of fans are more inclined to make a purchase when brands maintain a consistent presence across multiple platforms.

Brand Openness: Over half (51%) of sports viewers express a willingness to consider brands they haven't previously engaged with, particularly when they discover them during sporting events.

2. The Power of Shared Attention

Major sporting events serve as pivotal moments in the media landscape, uniting large audiences and creating culturally relevant experiences that extend beyond the game itself. Jarreau Brown, Brand Manager at The Coca-Cola Company, emphasized the importance of these moments, stating, “Attention is so fragmented now; actually having eyes on the same thing is really important.”

The research indicates that sports environments foster emotional engagement and openness to brands across various demographic groups, including Gen Z, Millennials, and affluent consumers. With two-thirds of fans watching events at home, this creates an ideal media setting where traditional television viewing coincides with active online engagement.

3. Increased Trust and Brand Discovery

The findings also reveal that 39% of fans globally trust brands typically not associated with sports, a figure that escalates to 50% among Formula 1 viewers. This indicates that certain tournaments can enhance brand acceptance beyond conventional sports categories.

The shift toward connected sports consumption is illustrated by the notable behavior of basketball audiences, particularly during the NBA and NCAA March Madness. Here, multi-screen activity is heightened, with 30% of fans shopping online during tournaments and 24% purchasing products related to the events.

4. The Impact of Cross-Platform Advertising

The research highlights the importance of maintaining a consistent cross-platform presence for effective advertising. Nearly half of respondents believe that multi-screen advertising enhances brand recall, and 49% are more likely to purchase when brands have cohesive exposure across both TV and digital channels. Among Millennials and FIFA World Cup viewers, this purchase intent rises to 59%, showcasing the commercial power of integrated marketing strategies during significant sports moments.

Caroline Hugonenc, SVP of Data & Insights at Teads, remarked, “Sports moments have evolved into continuous attention ecosystems that extend well beyond the live event itself. Our research shows that when advertisers align creative relevance with consistent cross-screen activation, sports moments become powerful drivers of business outcomes.”

5. Upcoming Presentation at IAB NewFronts

Teads will present these findings at the IAB NewFronts, with Dani Cushion, CMO at Teads, scheduled to speak on March 25 at 10:15 AM EST. The full report delves into global audience behavior surrounding major sporting events in 2026, offering insights into media consumption, trust levels, and the performance impact of omnichannel advertising strategies.

For more details and to access the complete report, visit Teads' official website.

With this research, Teads reaffirms its commitment to leveraging data-driven insights to help brands navigate the complex advertising landscape, particularly within the dynamic realm of sports. As consumer habits shift, the opportunities for brands to engage with their audiences during these culturally significant moments are set to expand.

Original press release