Sports is a massive driver of TV engagement and presents significant opportunities for brands as advertisers and sponsors. But where brands find their audience—and how they engage with them—continues to evolve, as viewing options increase and more consumers look to streaming for their sports fix. 

Deirdre Thomas, Nielsen’s Managing Director of U.S. Audience Measurement, and Mediahub Worldwide’s Cheryl Jean Claude recently spoke at Brandweek 2022 about how brands and agencies use insights to make intelligent media mix and allocation decisions when it comes to sports and streaming. 

Check out the on-demand session below to learn more about the following key takeaways:

• Audiences are increasingly gravitating to streaming options, with streaming winning the largest piece of the total viewing pie (35%) for the first time in July (Nielsen, The Gauge).

• The NFL’s Thursday Night Football streaming package on Amazon Prime (which Nielsen is measuring in a first-of-its-kind deal) and Major League Soccer’s exclusive streaming deal with AppleTV are evidence of this new streaming-first frontier when it comes to watching live sports. 

• Investing in the correct mix of advertising across broadcast, streaming, social and influencer marketing is critical in reaching a brand’s target audience.