Sports ads enter companion-screen era

The research suggests that sports advertising can move beyond targeting a particular fan or game by using real-time context to align messages with the momentum of a match

Genius Sports has released research examining how television and mobile are becoming a connected part of the sports viewing experience, creating opportunities for advertisers to link campaigns to both individual fans and live moments in games.

The report, The Companion Screen: A New Era of Sports Consumption and Advertising, argues that marketers have traditionally treated television and mobile as separate channels, with different media strategies, creative and measurement approaches. Sports fans, however, tend to experience the two screens as part of one connected experience.

How mobile is changing sports viewing

Mobile devices have become a regular companion to television for sports viewers, who use them to message friends, check scores and statistics, follow social media commentary, shop and engage more deeply with games.

Among people who watch sports at least weekly, 71 percent want mobile advertising personalized to their interests, while 59 percent want advertising personalized to what is happening in the game they are watching.

Fans respond to live game moments

The research suggests that sports advertising can move beyond targeting a particular fan or game by using real-time context to align messages with the mood and momentum of a match.

Fans identified halftime as the moment when relevant advertising could have the greatest impact, at 30 percent, followed by their team scoring or making a big play at 29 percent. Close or exciting moments ranked third at 23 percent.

Tony Marlow, Chief Marketing Officer, Genius Sports: "Mobile is no longer a ‘second screen’; it’s the companion screen, helping fans connect, react to the game in real time and engage with brands in relevant ways,” said Tony Marlow, Chief Marketing Officer at Genius Sports. “Everything happening around the game, from social and fantasy to prediction markets and live experiences is turning up the surrounding sound of sports. The game is getting bigger, more connected, and more immersive. And fans are telling us exactly what they want from brands in that environment: to connect the experience across screens and make every interaction relevant to both who they are and what’s happening in the game."

Connecting fan identity with live context

The research outlines a model that combines three signals: the identity of the fan, what is happening in the game and the screen being used.

The opportunity extends across devices. Some 61 percent of weekly sports viewers said they would welcome a personalized mobile offer connected to an advertisement they had just seen on television.

Genius Sports combines data and technology

Genius Sports uses its Fan Graph and Moment Engine to support this approach. The Fan Graph combines fan identity, interests and behaviors, while the Moment Engine uses live sports data to identify and activate around moments as games unfold.

Together, the technologies are designed to help marketers connect with audiences across screens and align advertising with relevant moments during live sports.

Genius Sports conducted the survey among 1,001 U.S. adults during the week of August 10, 2026. The results were balanced against U.S. Census figures for age, gender, income and region.

The full report can be accessed here

www.geniussports.com

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