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# Advertisers want sports streaming, but cost and ROI proof hold back spend
- URL: https://www.medianexis.com/advertisers-want-sports-streaming-but-cost-and-roi-proof-hold-back-spend-2/
- Published: 2026-10-15T18:49:03.000Z
- Updated: 2026-10-15T18:49:04.000Z
- Description: AdExchanger reports that Premion and Advertiser Perceptions found 73% of advertisers plan to fund live sports streaming and CTV within a year, yet cost (44%) and measuring ROI (41%) remain the biggest barriers, not scale.
- Author: The Signals Desk
- Tags: Streaming, AdExchanger Content Studio, Live sports streaming ad targeting push

**Why it matters.** Local and regional advertisers gain leverage only if curated, cross-publisher buying and local-level reporting cut the measurement and access friction the survey identifies.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*AdExchanger Content Studio*](https://www.medianexis.com/tag/by-adexchanger-content-studio/) *·* [*read the original*](https://www.adexchanger.com/content-studio/live-sports-streaming-has-the-fans-now-advertisers-need-a-smarter-way-to-reach-them/?ref=medianexis.com)*.*