B2B Brands Bet On Soccer For TV Ad Conversions

Despite limited ad breaks during soccer matches, the sport was still a strong source of online lift conversions for B2B brands during Q3 2025. Data from iSpot's Q3 Unified TV & Video Ad Snapshot reveals the programs that delivered for B2B, with soccer and other live sports largely leading the way.

• Soccer on NBCUniversal (primarily English Premier League matches) scored over five online lift conversions per thousand viewers, as advertisers were able to optimize the impact of ad breaks during the sport – limited to pre-game, halftime and post-game only.
• Women's sports performed well for B2B brands as well, with WNBA games on Scripps properties still netting over three lift conversions per thousand viewers (just outpacing golf on Disney properties in Q3).
• While live sports were a big part of the B2B conversions story in Q3, other programming, there were also exceptions there: NFL Network documentaries were a top-3 program by conversions for those advertisers, and quiz/giveaway programs on TelevisaUnivision and popular music shows on Paramount properties found similar success.

Understanding data like this helps advertisers maximize the value of ad dollars spent – whether they're during premium sports programming or not. Check out more from iSpot on business outcomes today.

Soccer on NBCU properties, largely English Premier League matches, converted B2B web outcomes at a higher rate than other programming in Q3, with nearly six per one thousand viewers. It’s an impressive level considering the length of B2B sales cycles, but also the limited ad breaks for soccer, primarily confined to halftime and immediate postgame.