Events can attract huge audiences around a single moment in a media world that's increasingly fragmented.
Illustration: Axios Visuals
Live events are attracting even bigger brand investments because of their unique ability to attract huge audiences around a single moment in a media world that's increasingly fragmented.
Why it matters: Live events also drive urgency, which increases the likelihood that viewers will engage with ads.
Axios Media Inc., 2026
The decline of appointment viewing has created a higher premium for events that can bring groups together for shared experiences.
As online attention gets harder to capture, brands are investing more in live.
Drew Groner, svp, head of sales and marketing, DIRECTV Advertising Live sports remain one of the last true appointment-viewing…
To squeeze the most juice out of their live sports campaigns, many marketers are adopting programmatic buying and marketing mix…
Sports is now the single biggest driver of live viewing, and everyone is scrambling to own a piece of it
As people spend more time and money on live entertainment, companies are giving them more ways to pay up for a better experience.
