The Live Moment Effect: According to Genius Sports and MediaScience research, certain moments in live sports broadcasts can double spontaneous brand recall

New York–(ANTARA/Business Wire)– Genius Sports Limited (NYSE: GENI) is a global leader in real-time sports data. Today Genius Sports released the biometrics-based research conducted with MediaScience. The study, ‘The Live Moment Effect’, finds that ads aired immediately after moments of heightened emotion in live sports can roughly double spontaneous brand recall among consumers. The researchers note that ad effectiveness is heavily influenced by the viewer’s emotional state just before the ad airs. In controlled biometric testing, ads shown after very intense moments in sport—for example, a near-score, or a momentum-changing event—produced roughly twice the spontaneous brand recall compared with baseline conditions. The timing of the moment before the ad is shown is crucial. The study challenges long-held assumptions about media value and shows that not all ad placements have equal value. Live sports remain one of the last forms of entertainment to draw large audiences. Yet high viewership does not equate to uniformly high ad value. Fan attention fluctuates during a match, so moments immediately after high-intensity play are highly effective for advertisers. To make ads stand out, brands must know when those moments occur and be ready to reach fans in real time with messaging aligned to the situation. Key findings: - Momentary emotional intensity just before the ad air significantly enhances memory formation and recall - 60 seconds after a high-impact moment is a peak window for ad effectiveness - The emotional context can influence viewer memory more than the ad content itself in real time. The Live Moment Effect suggests a shift from merely buying ad space to optimising around moments. The study indicates viewer memory concentrates on moments of peak emotional intensity. Aligning ad airing and messaging with the real-time match context will greatly improve campaign results. Genius Sports applies this through Genius Sports Moment Engine, which uses official match data and real-time signals to identify and activate high-impact moments as they occur. By helping brands align campaigns to moments of peak attention, the Moment Engine enables advertisers to improve campaign outcomes by optimising timing rather than increasing ad volume. ‘Advertising strategy in sport is now about the moments when fans’ emotions are most intense,’ said Josh Linforth, Chief Revenue Officer at Genius Sports. ‘Brands must be present throughout the fan journey—before, during, and after the game—because every stage creates opportunities to connect with fans. Due to continuous presence, the research shows certain moments are more impactful. When momentum turns, around the moment of near-score or a decisive play can shift fans’ feelings and focus, and the messaging must adapt accordingly. The Genius Sports Moment Engine uses official match data and real-time signals to help advertisers identify high-impact moments as they happen and tailor campaigns across screens.’ ‘Our research continues to reinforce the principle we observe across the media industry: context matters,’ said Phillip Lomax, Chief Revenue Officer at MediaScience. ‘In live sports, emotionally charged moments prepare viewers in distinct ways, altering their cognitive and emotional state even before an ad airs. When an ad aligns with that moment, context and creativity fuse to strengthen memory formation and significantly boost recall. This creates important opportunities for brands to improve performance through real-time moment activation rather than simply increasing media volume.’ The study analysed viewer responses to ads at different levels of emotional intensity during live sports, measuring attention, cognitive engagement, and brand recall in a controlled setting. See the full study here. About Genius Sports: Genius Sports is the official data, technology, and broadcast partner that supports the global sports, betting, and media ecosystem. As the operating system for modern sports, our technology is used in more than 150 countries, delivering highly immersive products that enrich the fan experience across the sports industry. We are a trusted partner to more than 1,000 sports organisations, including many leagues, teams, and the world’s leading broadcasters such as the NFL, English Premier League, NCAA, DraftKings, FanDuel, bet365, Coca-Cola, EA Sports, CBS, NBC and ESPN. Genius Sports uniquely leverages AI, computer vision, and big data to support the future of the fan experience—from digitally enriched broadcasts and more interactive game clips to automated officiating tools, immersive betting solutions, and real-time activation for sponsors and brands.