The State of the Industry: Navigating the Seismic Shift in Sports Advertising explores how exclusive streaming rights and evolving viewer habits are transforming the way fans engage with sports and entertainment. MediaRadar’s Jay Nielsen, VP of Product, unpacks the latest data and trends shaping how advertisers connect with audiences in this new era. Attendees will discover the challenges, opportunities, and strategies brands can use to stay competitive as the sports advertising landscape rapidly evolves.
ON-DEMAND WEBINAR
State of the Industry: Navigating the Seismic
Shift in Sports Advertising
PRESENTED BY
Jay Neilsen
VP, Product
Jay is the VP, Product at MediaRadar, where he draws on extensive experience in product management, retail media, and B2B SaaS. He has led global teams at Criteo and Nielsen, building innovative solutions that streamline media buying and help brands and agencies drive measurable results.
HOSTED BY
Karisa Schroeder
Director, Product Marketing
Karisa is the Director of Product Marketing at MediaRadar, where she leads go-to-market strategies to launch and scale new products and solutions. With expertise in marketing intelligence, data marketplaces, DaaS, and AI-powered insights, she helps brands and agencies deliver connected customer experiences, focusing on creative, competitive, and sports advertising intelligence to drive measurable growth.
PRESENTED BY
Jay Neilsen
VP, Product
Jay is the VP, Product at MediaRadar, where he draws on extensive experience in product management, retail media, and B2B SaaS. He has led global teams at Criteo and Nielsen, building innovative solutions that streamline media buying and help brands and agencies drive measurable results.
HOSTED BY
Karisa Schroeder
Director, Product Marketing
Karisa is the Director of Product Marketing at MediaRadar, where she leads go-to-market strategies to launch and scale new products and solutions. With expertise in marketing intelligence, data marketplaces, DaaS, and AI-powered insights, she helps brands and agencies deliver connected customer experiences, focusing on creative, competitive, and sports advertising intelligence to drive measurable growth.
DOWNLOAD THE PRESENTATION
State of the Industry: Navigating the Seismic Shift in Sports Advertising
Webinar Q&A
What trends are occurring in sports advertising?
From live appointment viewing to fandom and sponsorships, sports advertising is shifting and so are the ad dollars. With the recent growth and new rights deals of Live Streaming Sports, it’s important for advertisers to understand the new playing field and how they can create connected experiences both in and off season.
What sports leagues does MediaRadar currently cover?
Our Live Streaming Sports coverage begins in Aug 2025 with data moving forward as games occur. This means we have data coming in from NFL, NBA, MLB, NCAA Football, and MLS currently. We are exploring data capture of NHL, NASCAR, WNBA, and PGA, as well as the Super Bowl and the upcoming Olympics.
What platforms does MediaRadar currently cover?
Similar to league coverage, our goal with platforms is to expand as rights deals are signed. Currently we cover Prime Video, Netflix, Youtube, Roku, AppleTV+, and Peacock exclusive live streaming sports.
Is this national or local coverage?
The advertising on Live Streaming Sports is national. It runs during the live “appointment viewing”. Reruns of the games once in library format (i.e. no longer live) are pulled from different inventory. In addition to Live Streaming Sports, MediaRadar is also growing our Regional Sports Network coverage. Starting in December 2025, advertisers can get a full view from national to local to make more informed decisions all season long.
What is MediaRadar’s methodology for capturing streaming sports insights?
We leverage a proprietary event capture technology to track live events across diverse streaming environments. Each event is processed through MediaRadar’s DeepListen technology. Ads are classified through our brand identity framework, attributing creatives and linking spend to products. All data is QA’d and integrated into our Live Streaming Sports dashboard.
Who can I talk to for insights on my specific category?
Reach out directly to MediaRadar and we can walk through the data together. We are currently at the Nexus of sports advertising - with MLB, NFL, NBA, NCAA Football, and MLS all happening at the same time. We capture any ad that is served during exclusive live streaming sports games. So this means our portfolio includes spend information and actual ad creative from all major industries. If you are looking for a competitive look at your market, you have to see this data!
COMING Q1
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About the Series
Each session in our State of the Industry Webinar Series highlights key market shifts—such as evolving ad budgets, emerging and declining media channels, and changing brand strategies—while offering data-driven insights into the forces shaping the future of advertising. From the rise of video and streaming to the transformation of sports viewership and beyond, this series helps industry leaders navigate change with clarity and confidence.