Both, but targeting is the key advantage. Streaming sports preserves scale while allowing advertisers greater control over frequency, creative rotation, and demographic overlap. MediaRadar quantifies these capabilities across publishers to help advertisers optimize their media mix.

Yes. MediaRadar tracks advertising data and insights at the Designated Market Area (DMA) and hyper-regional levels.

As Regional Sports Networks increasingly expand into streaming, these capabilities will help advertisers better understand regional audience opportunities and competitive activity.

Yes. FAST represents an emerging strategy for RSNs seeking to expand audience accessibility and reach.

Examples such as the Dallas Stars' broadcasts on Victory+ demonstrate how teams and regional networks can use free, ad-supported streaming to make live sports more widely available.

Yes. MediaRadar covers key live sports beyond the largest professional leagues, including the NHL, NCAA, and college football.

The NHL has also expanded its international streaming presence through a multiyear agreement with DAZN, providing access to its global audience of approximately 120 million viewers.

Non-endemic publishers can participate when their audiences align with sports fans.

The opportunity depends less on whether a publisher traditionally specializes in sports and more on its ability to attract and engage relevant sports audiences.

Start with deduplicated reach and effective frequency, then incorporate additional metrics such as ad pod position, completion rates, and creative rotation.

MediaRadar adds competitive context through category-level spending and share-of-voice analysis. This helps advertisers distinguish between performance driven by effective strategy and results driven primarily by higher spending.

Short, benefit-driven advertisements with early branding and clear calls to action tend to perform well across variable ad pods.

MediaRadar's creative-level benchmarking indicates that utility-focused messages and time-sensitive offers often outperform purely emotional advertisements in live streaming environments.

To evaluate performance, advertisers should consider multiple metrics, including:

• Deduplicated reach
• Frequency control
• Cost-per-outcome proxies by platform
• Competitive and category-level advertising activity

MediaRadar combines these insights to help brands determine whether they are achieving more efficient reach rather than simply generating additional impressions.

MediaRadar uses a multistep methodology to capture, classify, and analyze advertising activity across live streaming environments.

1. Event capture: Proprietary technology tracks live sporting events across diverse streaming environments.
2. Ad processing: Captured events are processed through MediaRadar's proprietary DeepListen technology.
3. Classification: Advertisements are classified through MediaRadar's brand identity framework, connecting creative assets and advertising spend to specific brands and products.
4. Quality assurance: Data undergoes QA before being integrated into MediaRadar's Live Streaming Sports dashboard.