Teads has published a study with Censuswide showing that sports events now involve multi-screen usage. In fact, 51% of French people use a second screen when watching live sports.
The study highlights that these experiences go beyond just the game itself, with activities before, during, and after the match. 29% of viewers make online purchases during events, and 22% buy related products such as food delivery or promotional offers.
Sports bring together diverse audiences, including 22% super fans, 29% engaged fans, 28% casual viewers, 8% festive viewers, and 13% of people not interested in sports.
Consumption mainly happens at home, with 68% of French people watching sports events at home, of which 41% are with family and 26% alone. In this context, 47% are open to discovering new brands, 43% believe that a brand’s presence strengthens their connection with it, and 47% are more likely to make a purchase after consistent exposure on multiple screens.
Brand discovery primarily occurs through search engines and news sites at 29%, ahead of sports sites and connected TV at 25%, with social networks behind at 15%.
Lastly, according to the study, omni-channel campaigns show better results, with increases of 6% in awareness, 8% in memorization and message association, and 10% in purchase intent.
The study also highlights the potential of the FIFA World Cup 2026, which will be held in the United States, Canada, and Mexico. The event attracts a particularly broad audience, including 30% casual viewers, and stands out for its strong brand openness, with a level 10 points above the average for sports events. During matches, 63% of viewers use a second screen, a trend even more pronounced among young people.
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