About
Live sports delivers what few other media environments can: passionate fans, must-see moments and highly engaged audiences at scale. But as sports viewing spreads across more screens, platforms and publishers, the opportunity is getting bigger and more complex. Advertisers have more ways to reach fans, and higher expectations for what their investment should deliver.

Drawing on new research from Premion and Advertiser Perceptions, this webinar will dig into how advertisers and agencies are approaching live sports on streaming TV, what’s driving investment, where buyer priorities are shifting, and what challenges could stand in the way of greater investment.

Premion’s Jay Donovan will go beyond the findings to share what we’re seeing firsthand in the market. From reaching the right audiences to proving performance and navigating fragmentation, the conversation will look at what advertisers want from live sports today and what it will take to get more from their investment.
When
Wednesday, October 21, 2026 · 11:00 a.m. Eastern Time (US & Canada) (GMT -4:00)
Agenda
  • What’s driving advertiser demand for live sports on streaming TV and where priorities are shifting
  • What advertisers increasingly expect around audience delivery, measurement, transparency and performance
  • How advertisers are navigating fragmentation across publishers, platforms and screens
  • What it takes to turn live sports investment into greater value as part of a broader Total TV strategy
Presenters
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Jay Donovan
Head of Digital Sales
Jay Donovan serves as Head of Digital Sales at TEGNA and Premion, where he leads digital sales strategy across a growing portfolio of solutions, including CTV/streaming. With nearly two decades of digital media and sales leadership experience, Jay has built and scaled strategies responsible for more than $200 million in revenue growth. His expertise spans data, technology, CTV and emerging opportunities, including AI and retail media, with a focus on connecting innovation to advertiser outcomes.
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Victoria McNally
Senior Editor, AdExchanger and Cynopsis
Victoria has been an associate editor with AdExchanger since 2024. She covers the TV beat, from connected TV (CTV) to online video. She previously covered the agencies beat and AI applications in advertising. Her prior experience includes positions in entertainment journalism, comic book marketing, and market research.
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