The observation is now clear: live sport is no longer a single moment, concentrated on a single screen. It is part of a broader, continuous experience, where digital uses extend and enrich consumption well before kick-off and long after the final whistle.
The match is no longer enough
The study conducted by Teads among 1,000 French people — in a global panel of 9,000 respondents — highlights a structural shift. More than one in two spectators (51%) uses a second screen alongside a live sporting event. A practice now established, which is no longer marginal behavior but a deeply rooted reflex.
This second screen performs several functions. It allows you to interact in real time, consult statistics, follow comments or even browse the internet. But it also becomes a transactional lever: 29% of spectators say they make online purchases during sporting events, while 22% consume products directly linked to the moment — meal delivery, contextual promotions or event offers.
Sport is thus establishing itself as an entry point to a multitude of digital uses, blurring the boundaries between content, interaction and commerce. This hybridization profoundly redefines the very notion of audience.
A larger, more diverse, more engaging audience
Another major lesson from the study: major sporting events go far beyond the scope of enthusiasts alone. They become cultural events capable of uniting heterogeneous audiences.
The segmentation proposed by Teads is particularly enlightening: 22% of superfans alongside 29% of committed fans, but also 28% of casual spectators, 8% of festive spectators and even 13% of non-sports fans. This last figure alone illustrates the capacity of sport to go beyond its traditional core target.
This diversity mechanically reinforces the interest of brands. Especially since the consumer context remains particularly favorable. Home remains the central location: 68% of French people watch major sporting events at home, including 41% with family. An environment conducive to shared attention, often more qualitative than in mobility contexts.
The impact indicators are significant in this regard. Nearly one in two French people (47%) say they are open to discovering new brands during sporting events. At the same time, 43% believe that the presence of a brand during these moments strengthens their connection with it. Even more, 47% say they are more likely to buy when ad exposure is consistent across multiple screens.
The central role of premium environments
If uses are fragmented, not all environments are equal. The study highlights the rise in power of premium digital spaces in brand discovery.
Search engines and news sites tied for first place (29%), followed by sports sites and connected television (25% each). Conversely, social platforms appear to be in decline (15%), confirming a trend already observed in recent years: in the context of a sporting event, users favor environments deemed more reliable, more qualitative, and often better contextualized.
Connected television is emerging as a strategic tipping point. The HomeScreen, often overlooked, becomes a key moment in the user journey. Even before access to content, it constitutes a first entry point for brands, in a context of already high attention.
Omnichannel as the new standard
This permanent circulation between screens redefines marketing strategies. The challenge is no longer to reach an audience at a given moment, but to support them throughout their journey.
The results of the campaigns carried out by Teads concretely illustrate this evolution. Omnichannel devices — notably combining CTV, mobile and web — generate superior performance than single-channel campaigns: +6% awareness, +8% ad recall, +8% association with the message and up to +10% purchase intention.
These gains do not come only from repetition, but from a logic of coherence and complementarity. Each screen plays a specific role in building the experience and anchoring the message.
As summarized by Caroline Hugonenc, SVP Data & Insights at Teads, sporting moments must now be considered as “continuous attention ecosystems”. An approach that requires advertisers to think about their activations over time, by intelligently articulating the points of contact.
In this landscape, sport confirms its status as premium content, capable of simultaneously generating reach, engagement and performance, provided it is activated to match its new complexity.
Alain Jouve
PakarPBN
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