2026 Report
Embedded Advantage: Branding for the Way Fans Watch Now
Download Partner Intelligence research from Genius Sports and Omnicom Media Intelligence to discover how augmented units within the flow of broadcast, deliver timely, useful information at key moments without pulling fans away from the action.
Fans look to second screens for more information
96% of NBA fans tested seek out additional context on second screens during a live broadcast. When that demand is fulfilled within the broadcast via branded in-game graphics, fans report stronger purchase intent from the sponsoring brand, a better understanding of the game, and a more enjoyable viewing experience.
Branded in-game graphic examples:
- Live stats
- Player IDs
- Dynamic shot charts
- Real-time game insights
Download the Full Report
Inside the report:
- How live sports viewers engage with content beyond the broadcast
- How branded in-game experiences improve the viewing experience and brand perception
- Why Genius augmentation drives stronger favorability and purchase intent than video alone
