Key Findings
When the stakes rise, attention follows
Ads that follow high-intensity moments benefit from stronger attention and memory.
Surprising moments drive memory
Unaided brand recall is twice as high following surprising moments.
Winning leaves a stronger impression
Brand recognition is significantly higher for fans of the winning team.
The moments that move fans also move brands
Live sports create real-time shifts in emotion that directly shape how fans process and remember advertising.
When brands align with those moments, they benefit from higher attention, stronger recall, and more meaningful impact.
The opportunity for advertisers
- Activate against emotion, not just inventory or placement.
- Capture peak attention windows by aligning with high-impact plays, which create bursts of attention
- Turn timing into a competitive advantage, leveraging real-time data and dynamic creative
Own the moments that matter
Inside the report:
- How emotional context drives advertising effectiveness in live sports
- Which in-game moments amplify fan attention most
- How to consistently show up for high-impact moments without increasing spend
