DAZN Media+ says streaming is doing more to extend live sports campaigns than linear reach alone, and it is putting numbers behind the claim. The sports broadcaster’s ad arm reported that cross-platform testing found streaming added 36% incremental reach to AFL campaigns and 27% to NRL campaigns, meaning over a third more unique viewers were reached for Australian Football League advertisers who ran on streaming alongside broadcast than would have been reached on broadcast alone.
Why it matters to the marketing leader: reach guarantees are one of the hardest things to buy with confidence in sports media right now, because streaming and broadcast audiences are measured differently and rarely reconciled by an independent third party. “Our cross-platform testing has shown the role streaming can play in extending campaign reach, with previous analysis identifying that streaming added 36% reach to AFL and 27% to NRL campaigns,” said Nev Hasan, chief sales officer at DAZN Media+. That is a real signal for media planners weighing streaming add-ons against pure broadcast buys for the next sports season.
The original insight, and the reason this is worth a skeptical read rather than a straight pass-through: these are DAZN’s own figures from its own testing, with no published sample size or measurement window, which is precisely the kind of vendor-supplied number this publication’s coverage of measurement methodology gaps has flagged before. Hasan himself signaled the industry knows this is a gap, noting DAZN will work with AudienceProject starting in 2027 to “independently demonstrate the true scale and unique reach” for the first time. Until that independent measurement exists, treat this release as directional evidence that streaming add-ons are worth testing, not as a number to build a media plan’s reach guarantee around, a caution that matters as CTV and streaming reshuffle sports ad budgets more broadly.
Source: PPC Land
