MediaRadar, a leading Marketing Intelligence platform, is turning its gaze to live streaming sports, offering advertisers detailed insight into ad spend, creative, and category activity across connected TV (CTV). The expansion comes as over $30 billion in media rights shift from linear TV to CTV, fundamentally reshaping the sports advertising landscape.
Advertisers are moving beyond traditional Super Bowl campaigns, ramping up investments across the NFL, NBA, MLB, college football, and high-profile moments like Black Friday football and mid-season basketball tournaments. Meanwhile, CTV platforms—including Netflix, Amazon Prime Video, YouTube, and Hulu—are creating new opportunities and challenges for advertisers trying to navigate audience attention in a fragmented market.
What MediaRadar offers
With its new live sports coverage, MediaRadar clients can:
- Track ad strategy and spend: Monitor campaigns across leagues, teams, and events on major streaming platforms.
- Connect cross-media campaigns: Link live sports ad strategies to broader campaigns, leveraging data covering $280B+ in spend, 30 channels, and 35M creative assets.
- Gain market clarity: Access weekly signals on ad spend, creative, and media mix to turn massive datasets into actionable intelligence.
“Advertisers are betting big on live sports, competing fiercely for limited ad space,” said Jay Nielsen, VP of Product at MediaRadar. “With major events like YouTube’s record-breaking NFL broadcast in Brazil and Netflix’s Christmas Day game selling out almost instantly, clients need visibility on CTV spend, strategy, and creative to make informed decisions.”
Expanding capabilities across business units
MediaRadar’s live sports solution enhances its four core offerings:
- Competitive Intelligence: Benchmark league and team ad trends and identify rising advertisers in live streaming.
- Commercial Intelligence: Spot new categories investing in live sports across streaming platforms.
- Creative Intelligence: Track ad executions across marquee events and leagues.
- Market Intelligence: Understand macro shifts driving sports advertising growth on CTV.
By bringing live sports into its analytics framework, MediaRadar helps advertisers and brands see exactly where their dollars are going, how competitors are performing, and what creative strategies resonate in the rapidly evolving streaming sports ecosystem.
