Sports


With the global spectacle of the 2016 Rio Olympic Games looming on many media plans this summer, there’s increasing interest from advertisers in understanding how consumers will be watching. This is particularly true in China, where traditional linear television broadcasts compete for viewers’ attention.

Consumer attention is more fragmented than ever before in UK households. Digital devices, in particular, are becoming common distractions from the biggest screen—the TV. This is true even during communal viewing events, such as the upcoming Summer Olympics in Rio.

During the Super Bowl 50, viewers were glued to their TV sets—with their mobile devices nearby. A February 2016 survey found that mobile accounted for the largest share of searches related to Super Bowl ads.

The Super Bowl remains one of the most-watched events in the US, and viewers not only tune in because of the sports, but for the ads as well. And according to research, the top five Super Bowl advertisers have spent a total of $745.1 million during the past 10 years.

Ad spending during the NCAA Men's Division 1 Basketball Championship continues to climb, though fewer advertisers are participating than did a few years ago. One reason could be the price.

Amory Wooden, director of brand marketing at Squarespace, discusses how the company created a memorable second-screen experience during Super Bowl 50.

In a digital world of ad blocking and general ad avoidance, the annual Super Bowl telecast stands out as one of the last remaining bastions of TV's glory days—when American eyeballs weren't distracted by smartphones and tablets. But how long can this last? Maybe longer than you think.