Connected TV advertising has been growing steadily for several years, but the lead up to major global sports events in 2026 is accelerating adoption. Brands are looking to secure highly targeted inventory well in advance, and programmatic buying is making that process more precise than ever. Companies such as Pepsi and SAP are already investing in addressable TV spots to reach specific audience segments without wasting spend on broad national buys.
Why programmatic CTV is gaining ground
Traditional television advertising offers reach but often lacks precision. A national broadcast can deliver millions of impressions, yet only a portion of viewers may be within a brand’s target market. Connected TV changes this equation. Programmatic platforms allow advertisers to select audiences based on demographics, interests and viewing behaviour, all while maintaining the premium environment of a large screen.
With multiple high profile sporting events scheduled in 2026, including global football tournaments and athletics championships, demand for quality inventory is high. Programmatic CTV enables brands to plan ahead while ensuring their spend is going toward viewers who matter most.
Pepsi’s targeted campaigns
Pepsi, long known for its association with major sporting events, has been testing programmatic CTV in several key markets. Rather than buying blanket airtime during football matches, Pepsi is using data to identify audience clusters most likely to engage with new product launches or seasonal promotions.
For example, during a recent regional tournament, Pepsi ran different creative variations depending on audience profiles. Younger viewers saw ads tied to music and gaming partnerships, while family segments saw messages focused on sharing moments and multipack offers. Programmatic delivery meant these variations could run simultaneously without the inefficiency of separate national campaigns.
SAP’s B2B approach to addressable TV
While CTV is often seen as a consumer channel, B2B brands are also recognising its potential. SAP has explored programmatic CTV to reach senior decision makers during live sports coverage. Rather than targeting everyone watching a match, SAP used business audience data to serve ads to households with known interests in enterprise technology or leadership content.
The creative itself was adapted for this audience, focusing on SAP’s role in powering data behind sporting events and offering thought leadership on supply chain innovation. By placing these ads in a context viewers already cared about, SAP reinforced its credibility while reaching a highly specific segment.
The benefits for marketers
- Granular targeting
Marketers can deliver different creative to different audiences watching the same event, maximising relevance and impact. - Real time optimisation
Programmatic platforms allow adjustments on the fly, reallocating budget to high performing segments during a campaign. - Better attribution
Connected TV offers improved measurement, linking ad exposure to website visits, app downloads or even in store activity. - Premium content environment
Unlike some digital channels, CTV ensures ads run alongside professionally produced programming, which strengthens brand perception.
Considerations before diving in
Brands new to programmatic CTV need to ensure they have robust audience data and creative assets ready to deploy. It is also important to work with partners who understand both the technology and the nuances of premium inventory buying. Testing ahead of peak periods can highlight any gaps in targeting or reporting before committing significant budgets.
Marketers should also consider how CTV fits into the broader media mix. It often works best when paired with social and search activity, creating a multi touch journey where viewers can move seamlessly from awareness on the big screen to deeper engagement on personal devices.
A growing opportunity
As the countdown to major sporting events in 2026 continues, competition for attention will only intensify. Pepsi’s early experiments and SAP’s innovative use of addressable ads show that programmatic CTV is not just a future concept but a proven strategy already delivering results.
For marketers, the message is clear. The ability to combine the emotional impact of live sports with the precision of digital targeting represents a powerful new frontier. Those who start exploring programmatic CTV now will be in the strongest position to capture audience attention when the world’s biggest events take centre stage.
