Core Insights - Major sporting events create unique opportunities for brands to engage audiences across multiple screens, driving significant business impact [1][2][7] Group 1: Audience Engagement - Sports moments foster emotional engagement and brand openness among diverse audience groups, including Gen Z, Millennials, and affluent consumers [2] - Two-thirds of fans watch major sporting events at home, leading to a premium media setting where TV viewing is complemented by active browsing on other devices [3] - 56% of sports viewers utilize a second screen while watching games, with this behavior particularly pronounced among basketball audiences [4][8] Group 2: Brand Trust and Discovery - 39% of global fans trust brands not typically associated with sports, increasing to 50% among Formula 1 viewers, indicating broader brand acceptance during certain tournaments [3] - Audiences report higher trust in advertising within sports and news contexts compared to social channels, emphasizing the importance of quality media environments for brand discovery [5] Group 3: Advertising Effectiveness - Nearly half of respondents believe that multi-screen advertising enhances brand recall, with 49% more likely to purchase when brands maintain cohesive exposure across TV and digital channels [6][8] - Among Millennials and FIFA World Cup viewers, purchase intent rises to 59% when brands engage in integrated advertising strategies during significant sporting moments [6] Group 4: Research Findings - The full report provides insights into global audience behavior during major sporting events in 2026, focusing on media consumption, trust, and the performance impact of omnichannel strategies [7]