The world of sports is shifting, and so is the way brands connect with fans. As more viewers turn to digital platforms to watch live games, programmatic advertising is emerging as a key player in reaching engaged audiences in real time. With major events like the Super Bowl and NCAA March Madness just around the corner, 2025 promises to be a monumental year for programmatic advertising in live sports.
The Rise of Sports Streaming & Digital Viewership
The landscape of sports consumption has transformed drastically in recent years. As streaming platforms like ESPN+ and Peacock continue to gain traction, the way fans watch live games is increasingly moving away from traditional TV broadcasts. According to recent data from The Current, over 80% of sports fans in the U.S. now stream their favorite games¹, opening the door for brands to engage viewers on a more personalized level.
This shift to streaming has huge implications for programmatic advertising. With digital platforms, advertisers can target specific demographics, track real-time performance, and adjust campaigns to maximize impact, all in a way that traditional broadcast TV simply cannot.
A New Era for Women’s Sports Advertising
2025 is also shaping up to be a significant year for women’s sports. As athletes like Caitlin Clark continue to gain widespread attention, advertisers are increasingly investing in women’s sports leagues like the WNBA and NCAA. The viewership of women’s sports is rising at an unprecedented rate, with brands eager to align with this movement.
Programmatic advertising offers a powerful way to reach fans of women’s sports with tailored campaigns that resonate with their interests. Whether it’s through streaming platforms or digital out-of-home (DOOH) advertising, programmatic tools allow for precise targeting that ensures brands can engage the right audience at the right time.
Notably, during the 2024 NCAA Women’s Basketball Tournament, household TV ad impressions soared by 103.5%, and the championship game drew 18.9 million viewers², highlighting the growing interest and investment in women’s sports. In comparison, the men’s tournament saw a 14.1% increase in household TV ad impressions, with 14.8 million viewers tuning in for the championship game. This surge in women’s sports viewership signals a major shift in audience engagement, presenting brands with a valuable opportunity to connect with an increasingly passionate and growing fan base.
Super Bowl and Beyond
While the Super Bowl is always one of the biggest advertising moments of the year, the days surrounding the event provide even more opportunities for advertisers. In 2024, the Super Bowl became the most-watched program in television history, averaging 123.4 million viewers across all platforms³.
Programmatic advertising offers an edge by allowing brands to extend their reach beyond traditional TV spots. With access to premium digital inventory during high-profile sports events, advertisers can create dynamic campaigns that drive engagement well before and after the Super Bowl. By using The Trade Desk’s programmatic tools, brands can leverage detailed audience insights to deliver personalized messages that resonate with fans in real time.
March Madness: A Slam Dunk for Advertisers
Another major highlight of the year is March Madness, where millions of fans tune in to watch the NCAA basketball tournament. For advertisers, this presents a prime opportunity to engage with a highly engaged and passionate audience.
Programmatic advertising allows brands to target NCAA fans with precision, delivering tailored ads across multiple devices, from smartphones to smart TVs. Whether it’s during the tournament’s buzzer-beater moments or in-between-game content, programmatic strategies allow advertisers to adjust messaging based on real-time data, ensuring their campaigns stay relevant throughout the tournament.
March Madness is one of the most-watched sporting events in the U.S. – and now, with The Trade Desk, you can put your brand in front of millions of engaged fans through exclusive premium inventory. With direct access to live tournament inventory, your brand can connect with viewers at peak excitement, ensuring your message lands in front of the right audience when it matters most.
Bringing It Home
As sports viewership continues to evolve, so does the opportunity for advertisers to engage fans through programmatic advertising. The Super Bowl, March Madness, and other major sports events are the perfect opportunities for brands to reach their audience at scale, with the precision and flexibility that programmatic tools provide.
At Ventura Growth, we specialize in helping brands navigate this new landscape, creating data-driven campaigns that connect with sports fans where they are. If you’re ready to make an impact with programmatic in live sports, reach out today, and let’s get your campaign in the game!
Sources:
The Current, Digital Live Sports Viewing in the U.S.
Nielsen, College Basketball Championship
NFL Operations, Super Bowl LVIII is Most Watched Telecast in History
