Sports programming has a unique hold on television viewers, whether through traditional channels or streaming services. However, one company is taking it a step further by bringing sports programming to a non-traditional viewing space: airports.
ReachTV, a digital media network, has made a name for itself by bringing live sports to airports across North America. According to Lynnwood Bibbens, CEO and founder of ReachTV, sports video has evolved significantly in recent years, with a major shift towards live sports content.
Aside from the content transformation, ReachTV has also strengthened its position with advertisers through more robust measurement capabilities and first-party data integration. This has allowed the network to be bought digitally alongside other forms of media, such as mobile, CTV streaming, and cable TV.
One of the major draws of live sports for advertisers is its ability to capture real-time audience attention. In a media landscape where on-demand viewing is dominant, live sports stands out as appointment viewing. This creates a clear value for advertisers who can reach a captive audience during these live events.
Moreover, ReachTV’s unique distribution network allows advertisers to reach viewers who may be difficult to access through traditional TV. According to Bibbens, 31% of ReachTV’s audience cannot be reached through traditional TV because they are behind a paywall. This presents a valuable opportunity for brands to advertise their products or services to this hard-to-reach audience.
With the increase in air travel in recent years, ReachTV has also seen an increase in opportunities to engage with this valuable audience. The average traveler now flies six times a year, providing ReachTV with 12 opportunities to engage with them through live sports content.
However, one challenge that remains for live sports on CTV platforms is content discovery. To address this, ReachTV utilizes various communication channels throughout the airport environment, including text messages, WiFi login screens, and digital screens, to inform travelers of upcoming live sports events. This helps ensure that viewers are aware of the games they can watch during their travels.
Looking ahead, ReachTV is gearing up for the 2026 FIFA World Cup, which will be held in North America. The network sees this as an opportunity to connect with travelers and provide them with a taste of the host cities through local cuisine and cultural experiences.
Participating in the IAB NewFronts has also allowed ReachTV to showcase its evolution beyond its earlier perception in the industry. According to Bibbens, the event provides a platform to educate potential partners on what ReachTV is now, rather than what it was in the past.
In the end, ReachTV’s unique distribution network, focus on live sports, and ability to reach elusive audiences make it an attractive option for advertisers looking to engage with viewers in a non-traditional setting. With the growth of air travel and the popularity of live sports, ReachTV is poised for success in the years to come.