The Trade Desk(US:TTD) Zheng Quan Ri Bao Wang·2026-01-30 14:11Core Insights - The upcoming global winter sports event in Milan is becoming a highly digital and omnichannel sports occasion, providing significant opportunities for Chinese brands to enhance their global market presence through improved brand engagement [1] Group 1: Audience Engagement and Viewing Trends - A significant percentage of viewers in various countries plan to watch the event via streaming or CTV, with 41% in the US, 47% in Australia, 34% in Canada, and 31% in Italy, while 63% of respondents in South Korea intend to watch, with 85% planning to view live broadcasts [1] - The viewing habits are shifting towards CTV and streaming platforms, with 27% of respondents in the US and 23% in Canada indicating they are watching more live sports via CTV compared to 18% and traditional TV respectively [2] Group 2: Multi-Device Content Consumption - Viewers are engaging with content across multiple platforms during the event, with 61% of US viewers watching highlight reels, 51% following sports news, and 35% rewatching game footage, indicating a trend towards multi-screen engagement [3] - In Asian markets like Japan, Hong Kong, and South Korea, approximately 70% of viewers are also consuming highlight and short video content, reinforcing the need for brands to adopt a multi-channel approach [3] Group 3: Brand Visibility and Advertising Effectiveness - Major global sports events enhance brand visibility, with 56% of US viewers and 52% of Canadian viewers more likely to notice brands featured in sports content, while 57% of Italian viewers and 56% of Hong Kong viewers find sports event advertising more credible [4] - The winter sports event serves as a premium CTV advertising environment, effectively capturing audience attention and enhancing brand perception, thus creating valuable advertising opportunities for brands [4]