The global sports market is expected to grow from $388.28 billion in 2020 to $440.77 billion in 2021 at a compound annual growth rate (CAGR) of 13.5%, according to a recent report. In 2015, the total audience reached 1.5 billion- and it’s expected that this number will reach 2.2 billion by 2025. Traditional TV companies are one of the most important streaming giants; however, the increase in popularity of streaming services such as Netflix and Amazon Prime Video has created an opportunity for these traditional TV companies to get back into the game with live events such as the Olympics, Super Bowl, or World Cup games. In that way, traditional TV maintains its dominance in broadcasting live events.
Traditional television and home video generates a significant portion of customer revenue. The Super Bowl (96.4 million viewers in 2021) and the FIFA World Cup (3.6 billion viewers, more than half of the global population aged four and over, tuned in during the 2018 tournament) retain their power to draw massive real-time audiences that advertisers can use to get scale in content. The budget spent in this area is also astronomical. The 2022 Super Bowl was being sold to advertisers for record deals, according to an NBC executive. The scarcity situation experienced in limited time, the advertising prices are quite high because there is a very high demand in a certain supply. The price of a 30-second commercial during the Super Bowl broadcast has risen substantially over the past decade. The spot sold for $6.5 million in 2022, an increase from the $5.5 million asked for in 2021. Recently, Bloomberg and other media outlets reported that some advertisers were paying as much as $7 million for their time slot.