Impact of Emotional Moments on Ad Effectiveness
Genius Sports Limited, a global leader in real-time sports data, collaborated with MediaScience to conduct groundbreaking research. Published on 21st May 2026, the study found that ads shown after emotionally intense moments in live sports can double unaided brand recall. Timing is crucial in advertising effectiveness.
The research report, ‘The Live Moment Effect’, demonstrates that a viewer’s emotional state right before an ad significantly influences its impact. Ads displayed after high-intensity sports moments, like near-scoring plays or momentum shifts, resulted in twice the brand recall compared to normal conditions. This underscores the value of emotionally charged moments in live sports.
The study highlights that the 60 seconds following a high-impact sports moment are the most effective for advertising. Emotional context during these seconds can influence recall more than ad creativity. The research challenges long-held assumptions about media value, proving not all impressions are equally valuable.
Sports Business Journal notes that sports accounted for 96 of the top 100 most-watched U.S. telecasts of 2025. Although the scale is large, not every impression is equally valuable. Fans’ attention varies with the action, making strategic ad placement essential.
A Shift in Advertising Strategy
The findings indicate a fundamental shift in how sports media should be planned and valued. Traditional media buying is less effective than activating ad campaigns around specific moments. Genius Sports applies these insights through its Moment Engine, using game data and real-time signals to activate ads during high-impact moments.
Josh Linforth, Chief Revenue Officer at Genius Sports, stated, “The sports advertising playbook is being rewritten around the moments when fans are most emotionally engaged.”
Phillip Lomax, Chief Revenue Officer at MediaScience, added, “In live sports, emotionally heightened moments prime audiences differently, changing their cognitive and emotional state before an ad is even delivered.”
By aligning campaigns with peak attention windows, the Genius Sports Moment Engine allows advertisers to optimise timing rather than increase ad volume, improving campaign outcomes.
