Jude Bellingham’s 95th-minute equaliser in England’s Euro 2024 match on Sunday saw streaming audiences jump by a quarter according to figures from dynamic ad insertion company Yospace.
Yospace collated viewing figures from broadcaster customers across four continents, which it says show a “massive boost” in streaming audiences and advertising in the final minutes of normal time.
Immediately after Bellingham’s equaliser, there was a huge spike in viewers watching from their mobiles. The ad break that followed was the most watched and most valuable of all, delivering millions of extra, unscheduled ad spots to the audience, said the company. Ads stitched for mobile were almost double those during the half-time ad breaks.
Commenting on the viewing trends, Tim Sewell, CEO at Yospace said: ”England’s performance so far demonstrates the unpredictable nature of live-streaming sports. Major events like Euro 2024 are defined by huge moments that capture the attention of viewers everywhere, on top of the high concurrent audiences you normally see for high-profile sports.
“As knockout tensions rise during the tournament, advertisers and broadcasters will need to be able to scale up their capabilities at a moment’s notice and be prepared for the brilliance of Bellingham’s 95th-minute equaliser.”
