INFOGRAPHIC

HOW TO WIN THE REACH GAME

Unlocking Incremental Reach with Programmatic Auction Packages

THE LIVE SPORTS AUDIENCE MOVED

Reach is Leaving the Upfront

Every point of audience that shifts to digital is reach you can’t buy in the upfront alone.

THE MARKET IS REPOSITIONING. 70% ARE ALREADY MOVING

Just as many buyers are shifting toward auction as are doubling down on upfronts.

The 30% holding steady are closer than they think. They already buy PMP — adding open auction is a step, not a rebuild. Floor pricing, their top priority, is what auction packages protect.

Source: PubMatic Sports Media Ad Buying Survey, 2026-2027

35% ARE MOVING TO AUCTION. ONLY 17% HAVE ARRIVED

35% said they are shifting more toward auction. But only 17% run the full mix today — upfront, open auction and PMP.

That gap is the opportunity — move first and you get more paths to premium supply, with better economics.

Source: PubMatic Sports Media Ad Buying Survey, 2026-2027

DIVERSIFIED BUYERS ARE 2X AS CERTAIN ABOUT THEIR REACH

Full mix, diversified buyers report 96% confidence in hitting household reach goals — 18 points ahead of upfront-only buyers (78%).

But intensity is the real gap. 48% of omnichannel buyers are very confident versus 22% of upfront-only, whose confidence sits in “mostly” — a hedge, not a conviction.

Source: PubMatic Sports Media Ad Buying Survey, 2026-2027

WHAT DIVERSIFIED BUYERS DO DIFFERENTLY

They run all three channels, spread commitments across the calendar, and demand transparency before they buy.

Source: PubMatic Sports Media Ad Buying Survey, 2026-2027

CLOSE THE GAP IN THREE MOVES

PubMatic gives you live, in-game, replay, and shoulder sports inventory across every major season and network. Let's build your package for the upcoming season.