Sports Fragmentation

Live sports remain one of the last true appointment-viewing experiences, with audiences planning their schedules around it. This kind of attention is increasingly rare in modern media, and it is precisely why advertising inventory during live sports commands a premium. However, the increasing number of rights deals, leagues, and teams changing distribution channels adds complexity for buyers trying to reach fans at scale. The old sports advertising playbook, organized around rights holders and individual networks, simply doesn’t work anymore. What this means for creators is that they need to be flexible and adaptable in their advertising strategies, following the fans across different platforms and channels. As the sports media landscape continues to evolve, creators must prioritize understanding their target audience and developing targeted advertising campaigns. Source: Digiday(https://digiday.com/sponsored/with-sports-fragmentation-following-the-fans-is-crucial/)