CIMM report highlights engagement trends in live sports advertising

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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