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CIMM report highlights engagement trends in live sports advertising

Yahoo Sports • 1 min read • Latest: Aug 26, 2026, 1:33 PM

Last updated Aug 26, 2026

CIMM report highlights engagement trends in live sports advertising
Summary

A new report from CIMM reveals that audience engagement during live sports broadcasts tends to decline significantly over time. For U.S. football, this average engagement drops from an index of 100 at the beginning of the game to 86 after two hours. The report cites factors like game competitiveness and timing as key contributors to fluctuating audience levels. Despite these challenges, live sports maintain much higher attention scores than all streaming programming, with the WNBA leading at a 127 attention index. Overall, global sports sponsorship is projected to rise sharply, surpassing $150 billion by 2032.

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By the Numbers
  • •CIMM report shows engagement drops during U.S. football broadcasts.
  • •Engagement index falls from 100 to 86 over two hours.
  • •Live sports outperform streaming with higher attention scores.
  • •WNBA leads in attention index at 127, MLB at 120.
  • •Global sports sponsorship expected to exceed $150 billion by 2032.
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What they're saying
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CIMM says: "Live sports audiences fluctuate substantially throughout broadcasts depending on game competitiveness, score margin, timing, narrative tension, and other contextual factors."

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