Bell Media announced Monday the launch of live connected TV (CoTV) inventory on TSN, marking a major advancement in sports advertising, the media company said.
Combining the reach of traditional television with the precision targeting of digital advertising, Bell Media’s new offering provides advertisers with “unparalleled access” to TSN’s engaged sports fans, a Bell Media press release said.
“This initiative digitizes a portion of TSN’s linear inventory, making many live sports readily available on Connected TVs. It allows for addressable advertising, which enables tailored messaging to specific households or devices based on demographic and behavioural data across live linear content, ensuring maximum impact for brands,” the release said.
Across the sports network, TSN’s new live CoTV inventory “delivers more than 50 million monthly impressions and growing,” the release said, allowing advertisers to dynamically insert their ads into live sporting events and sports coverage.
“The launch of live CoTV inventory on TSN gives brands a unique opportunity to connect with highly engaged and passionate viewers that are proven to consistently tune into live events,” Stewart Johnston, senior vice president of content and sales at Bell Media, said in the release. “This launch builds on the remarkable 350% growth we expect to see in Bell Media’s CoTV inventory and positions us to deliver more than 8 billion impressions in 2025.”
TSN joins Bell Media’s existing portfolio of live Co-TV enabled brands including CTV, CTV2, English and French specialty channels, and Noovo, with RDS integration coming later this year, Bell Media said.
Advertisers can leverage this inventory on all major demand-side platforms (DSPs) programmatically, through Private Marketplace (PMP) deals, or directly through a Bell Media sales representative.
Bell Media said its advertising solution “leverages the largest source of Canadian household insights, including Bell’s premium first party data, for precise targeting.” Targeting is made possible through 70 pre-built segments, with the ability to build custom segments using Bell Audience Manager, as well as segments from Environics and thinktv.
