Yospace said it stitched almost 6bn addressable ads across the four weeks of Euro 2024, up 46% on a typical month.
The dynamic ad insertion specialist, which worked with 13 broadcasters from 4 continents, says the most-watched ad-break came at half-time during the England v Netherlands semi final, with over 9 million ads stitched.
Over nine million ads were stitched during the half time ad break, across four continents, as the match stood on tenterhooks at 1-1.
England’s equaliser in the final drove a 22% increase in mobile traffic and was the most watched moment of the match.
The biggest impact on ads from an in-match event came in the quarter final between Spain and Germany, when Florian Wirtz’s wonder goal levelled the match in the 89th minute and took the game into extra time. Coming so close to the full time ad break, the goal drove the audience for the break up 33% compared to other games in the knockout stages of the competition.
The increase is in stark contrast to matches that were decided during normal play, without dramatic endings, which typically saw a 25% decrease in ad views at full time compared with half time.
