Multimarket TV ad campaigns in local sports programming provide excellent opportunities for TV+CTV ad sales teams to offer fast proposal response with efficient options that connect with local audiences.
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Confirming with several media owners who are eager to break free from the tedious process of rate collection and unlock new advertising opportunities across numerous markets, the engineers at Tango Media Systems have introduced a powerful, enterprise-grade ad technology suite, TangoRESPONSE. This advanced platform streamlines the proposal process, enabling planners and buyers to receive valuable, flexible proposals at the rapid pace needed for today’s competitive media environment. With seamless access to timely market intelligence and cross-market options, media teams can make informed, impactful budget decisions and allocations that maximize value for their advertising clients.
Local TV ad sales teams are now strategically pivoting towards local sports content, and this shift is being accelerated by the ability to quickly develop compelling, data-driven marketing packages tailored to both regional and national advertisers. This agility enables teams to address the changing demands of the market by providing targeted solutions that go beyond traditional approaches. Local TV ads placed during live sports broadcasts consistently deliver high value, offering advertisers robust audience engagement and broad reach—not just during primetime slots, but throughout the evolving sports content ecosystem. For advertisers spanning a diverse range of sports and platforms, including the surging audience on streaming services, leveraging local TV inventory for sports is increasingly a key tactic for maximizing impact and relevance in cross-screen campaigns.
Using TangoRESPONSE reduces turnaround time from proposal request to current inventory options making it mission-critical. The latest planning tools empower teams to deliver up-to-date availability and creative packaging almost instantly, so advertisers can capitalize on opportunities when consumer attention is highest and competition for impressions is fierce. These advancements support rapid, informed decision-making and seamless alignment with omnichannel media strategies.
Ad sales teams can offer local sports TV campaigns that maintain their value—even beyond the high-stakes primetime hours. This provides flexible, data-driven ways that media owners can now package and present local sports advertising. As TV teams adopt advanced tools and real-time insights, they’re turning every aspect of live and related sports programming into prime territory for ad placements, rivaling the agility and targeting seen in digital. Whether that means serving up spots next to highlight reels, within the energy of sports talk shows, or seamlessly integrated into pre- and post-game discussions, today’s TV ad sales professionals have an unprecedented array of touchpoints to offer brands. Crucially, these options enable advertisers not only to connect with passionate sports fans outside the live game window, but also to drive viewership back to key live events, amplifying both reach and impact across channels. By creatively leveraging every minute of the local sports broadcast spectrum, media owners are unlocking new revenue streams that deliver measurable results and set the stage for sustained growth in this fast-evolving segment. Here’s why this multiplatform, all-hours approach is resonating with advertisers and media stakeholders alike.
High Viewer Engagement
Sports fans are among the most attentive viewers, particularly during live events, which makes them less inclined to skip ads or engage in multitasking. The intense emotions and excitement associated with local live sports present a unique opportunity for brands to forge a meaningful connection with consumers. Unlike other types of programming, local live sports capture the undivided attention of viewers.
A report from TV outcomes and data company EDO revealed that women’s sports have spiked to a 56% increase in ad effectiveness year over year, fueled by a 131% increase in viewership in 2024. Women’s sports ads also brought 40% more ad impact than the average primetime ad last year. Download the report here: https://landing.edo.com/womens-sports-tv-outcomes-report-2025
They analyzed every single national TV ad across a range of recent women’s sports programming, to identify the events, advertisers, and celebrity spokespersons that are putting points on the board for advertisers. From the WNBA to the NWSL, the NCAA Tournament to Grand Slam tennis. See which women’s sports events were most effective for TV advertisers. Read how celebrity athletes like Cameron Brink and Sophia Wilson (née Smith) lifted brand performance for advertisers like SKIMS, Nike, New Balance, Gatorade, and Ally Financial. Review which brands are driving engagement and have room to grow — and which ones would be well-served by going back to the locker room to review their women’s sports game plans.
We pulled together a summary of where advertisers can find impressions during sports coverage across the entire year. The majority of activity is between March and October on both broadcast and cable providers. See chart below.
Strong Reach and VisibilityLocal live sports events attract large audiences, significantly enhancing brand visibility. Live sports consistently rank among the most-watched programs on both linear television and connected TV platforms. Combined together men's and women's TV coverage of sports offer a impactful pool of opportunity to get in front of your audience. See chart below.
In light of these ongoing significant trends, a swift response by sales teams can empower advertisers to effectively reach and engage with sports fans. Local TV sales teams and local media buyers are now well-positioned to simplify the navigation of the diverse sports landscape, offering multichannel sports-focused proposals that cater to the evolving needs of advertisers.
It’s exciting to be a part of this evolving category of TV+CTV advertising, where innovation in technology and data-driven strategies is changing the game for both media owners and advertisers. The integration of advanced planning tools and automated workflows doesn’t just streamline proposal response—it empowers teams to seize cross-screen opportunities as soon as they emerge, delivering targeted campaigns that resonate across every platform and device. As TV and CTV continue to converge and offer unprecedented access to engaged, local audiences—especially during live sports—advertisers now have the flexibility and insight needed to meet today's market demands and achieve measurable business outcomes.
Reach out to rob.bochicchio@centriply.com to get automated support for creating fast multimarket proposals. Automated APIs and curated inventory with advanced filtering make your team hard to beat.
