A new study conducted by Teads in collaboration with Censuswide reveals that sports viewing habits are evolving, with 51% of French consumers using a second screen while watching live sports.
This shift turns live matches into a broader digital ecosystem, extending attention beyond traditional television. Fans are not only watching but also browsing, interacting, and purchasing in real time.
According to the study, 29% of viewers make online purchases during live sports events. The combination of connected TV and mobile devices can increase purchase intent by up to 10%, particularly during major sporting events where engagement peaks.
The audience itself is also becoming more diverse: 22% are superfans, 29% are highly engaged fans, and 28% are occasional viewers. Most consumption still takes place at home (68%), often in a shared, family environment.
Another key insight is that brand discovery is no longer dominated by social media. The open web (news sites, press, and sports platforms) accounts for 29% of brand discoveries, compared to 15% for social platforms.
For advertisers, the takeaway is clear: sport has become an integrated ecosystem. Omnichannel campaigns deliver measurable results, including a +6% increase in brand awareness, +8% in recall, and +10% in purchase intent.
A case study featuring ALL Accor shows that combined activations can drive significant impact, with +17 points in purchase intent and +23 points in brand favorability. Sport is no longer just a viewing experience—it is now a full customer journey.