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, this webinar will explore 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 and Mediagistic’s Adam Smith will bring both the media and agency perspectives to the conversation, connecting the research to what they’re seeing firsthand in the market. From reaching the right audiences to proving performance and navigating fragmentation, they’ll explore what advertisers want from live sports today and how 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 drive greater value from live sports as part of a broader Total TV strategy
Presenters
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Jay Donovan
Sr. Director, Digital Sales, TEGNA’s PREMION
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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Adam Smith
Vice President of Channel Marketing, Mediagistic
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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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