Traditional single-spot ads in live sports are losing effectiveness as viewers split attention across devices, apps, and real-world distractions.
Maryna Burushkina, Founder and CEO of GrowthChannel, argues that winning in this environment requires building memory through repeated exposure and precise audience targeting, not just chasing reach.
Burushkina argues that brands must now demonstrate that every ad drives measurable results and moves the needle on tangible business outcomes.
A single TV commercial during a live sports broadcast no longer guarantees attention. Viewers scroll on their phones, toggle between apps, or use the break to refill their coffee. As streaming reshapes viewing habits, advertisers are being forced to rethink both their creative approach and how they measure results, with increasing pressure to show real business impact.
Maryna Burushkina, Founder and CEO of GrowthChannel, a performance-driven digital marketing consultancy, argues that success depends on combining repeated exposure, precise targeting, and creative strategies. With 15 years of experience across startups, agencies and global companies, including digital marketing leadership roles at Philips, she has proven experience building media strategies focused on measurable return.
Burushkina notes that to show the real impact of their ad spend, brands are turning to sequenced creative, precise audience targeting, and performance-based measurement. “You need to see an ad multiple times to actually remember it. It’s an often-overlooked metric in CTV, but it makes a huge difference in understanding how programmatic impacts the bottom line,” she says.
The budget barrier: Repetition is essential, and multi-part creative keeps viewers engaged over time. The approach often starts with a short teaser that leaves the story unfinished, followed by sequenced spots that continue the narrative and build anticipation. "It’s a more expensive inventory to place ads in, so you do need a bigger budget to really make it work." Burushkina highlights that premium live sports spots can run up to $8 million with CPMs reaching $35–$50 or more.
Proof in the post-view: Demonstrating value requires moving beyond surface metrics to measure TV exposure against real outcomes. “Post-view conversions and time-to-action are often overlooked, but they show how programmatic impacts the bottom line,” Burushkina notes. Adding interactive elements and retargeting engaged viewers across channels can further boost performance and move them down the funnel.
For brands priced out of top-tier placements, a tactical programmatic playbook offers flexibility but requires discipline. Simply “being on live sports” isn’t enough. Success demands upfront work and a mindset shift from just buying a placement.
Curation and targeting: Advertisers need to match their inventory choices with the level of transparency and detail they require. “A lot of clients want program-level data, but bigger publishers often don’t share it, while smaller platforms are more open,” Burushkina explains, noting that some major players are starting to make high-value inventory more programmatically accessible.
AI at play: Artificial intelligence is emerging as a tool for personalization at scale. “Even if you have an ad that’s already created and approved, you can add components to personalize it for the live sports context,” Burushkina shares. Examples include adding thematic elements to match a specific game or subtly altering visuals to align with current sports content. These adjustments allow brands to keep creative fresh and relevant without building entirely new campaigns.
In today’s streaming-driven, distracted viewing landscape, the brands that win are those that combine thoughtful audience targeting, serialized creative, disciplined frequency, and outcome-based measurement. The competitive edge comes not from simply buying marquee inventory, but from tighter curation, sharper targeting, and faster optimization. “You want to make a real impact, because the story you’re telling won’t resonate with everyone,” Burushkina concludes. “Live sports inventory is expensive, so you want to make sure the ads you’re showing are giving you the value you’re looking for.”
