New “Embedded Advantage” report finds branded in-game graphics increase brand favorability and purchase intent while enhancing the fan viewing experience.
NEW YORK, June 15, 2026 — A new Partner Intelligence study from Omnicom Media Intelligence – the research arm of global media management group Omnicom Media – and Genius Sports Limited (NYSE:GENI) (“Genius Sports,” “Genius” or the “Group”), a global leader in real-time sports data, finds augmented, data-driven sponsorships improve both the live sports viewing experience and brand outcomes.
Surveying more than 3600 NBA fans, the study – Embedded Advantage: Branding for the Way Fans Watch Now – found that 96% of fans who watch live basketball game broadcasts seek out additional game context on second screens while viewing. When that demand for information is fulfilled directly within the broadcast via branded in-game graphics – including live stats, player IDs, dynamic shot charts, and real-time game insights – fans report stronger purchase intent from the sponsoring brand, a better understanding of the game, and a more enjoyable viewing experience.
Positive brand outcomes were reported across the board for all three brands tested as part of the study: Modelo, IHOP, and ScottsMiracle-Gro. The study tested Genius Sports’ augmented sponsorship capabilities, which integrate branded stats and graphics directly into live gameplay. Unlike traditional commercial breaks, augmented units appear within the flow of the broadcast, delivering timely, useful information at key moments without pulling fans away from the action.
Key findings from the report include:
- Branded in-game augmentation presence drove stronger brand outcomes than video alone across several metrics, including higher brand favorability (5x), search intent (3x), and purchase intent (3x)
- Brands are 7x more likely to be perceived as “premium” when activating across augmentation and video
- 79% of viewers said the branded stat graphics felt like a natural part of the game
- 68% of viewers said branded stat graphics helped them understand the game better
“Live sports move quickly, and fans want the broadcast to help them keep up,” said Josh Linforth, chief revenue officer at Genius Sports. “This research shows that when brands add value to the viewing experience through real-time, in-game context, they can become part of the action in a way that feels natural to fans and more effective for advertisers.”
The findings suggest that augmented sponsorships do not replace video advertising but can increase its impact. While video remains a strong driver of awareness, augmentation helps brands move beyond visibility to intent to purchase.
“Live sports have become an increasingly information-driven experience, where fans are actively seeking context alongside the action,” said Kara Manatt, EVP of Intelligence Solutions at Omnicom Media. “Our research shows that when brands deliver that value directly within the broadcast, through real-time, in-game graphics, they don’t interrupt the experience, they enhance it. This creates a new model for sponsorship that is both useful for fans and effective for driving brand impact.”
The report also highlights that younger audiences are especially receptive to in-game context. Gen Z and Millennial viewers were the most likely to seek additional information during live games, and also among the most likely to say branded stat graphics helped them follow the action.
For brands and agencies, the research points to a clear shift in live sports media strategy: the most effective sponsorships are embedded into the way fans watch, understand, and engage with the game.