Unlocking Scale and Revenue: How a Major Broadcast Network Drove $40M in New Revenue with Transmit’s Stream Extension
Case Study

Transmit partnered with a leading American broadcast company that owns and operates dozens of digital properties spanning FAST channels, websites, traditional broadcast networks, and DTC streaming apps. Their expansive distribution footprint gave them a unique advantage, and with the rights to some of the most valuable live sports properties in the world, they attract top-tier global advertisers.

The Challenge: Premium Content, Shrinking Reach

While these live sports events remain culturally dominant, the broadcaster faced the same macro trend impacting the entire industry: steadily declining linear viewership. Despite having premium ad inventory tied to marquee sports events, some advertiser campaigns were underdelivering, struggling to meet their guaranteed impression thresholds within the live stream.

The Solution: Stream Extension at Scale

Transmit’s stream extension product allowed the broadcaster to generate significant additional inventory without compromising the core live viewing experience. Instead, dynamic ad units were distributed across the broadcaster’s broader digital network, creating a unified advertising product that scaled the reach of premium live sports campaigns.

Key benefits included:

5x more impressions per event by extending the reach beyond the original stream
Dynamic creative delivery using VAST tags that were tightly aligned with the live moment
Real-time tune-in messaging that promoted live sports streams across digital properties

These dynamic units didn't just deliver impressions; they became a new ad product category that blended brand storytelling with live sports relevance.

The Impact: Premium Performance at Scale

This single integration led to:

1 billion incremental impressions at premium CPMs
$40 million in new revenue for FY 2024
Higher CPMs on long-tail platforms that would have otherwise seen standard or remnant pricing

Because the ads were linked directly to high-value sports content, they achieved far more than standard ad slots ever could. In fact, this strategy turned undervalued inventory into high-performance, brand-safe, premium impressions.

Network-Wide Activation

By activating this strategy across all of their digital properties, the broadcaster unlocked real-time promotional reach, driving live tune-in to their most valuable content. Viewers were made aware of where to find the live event, boosting audience size in real time and making the original stream more valuable for future advertiser buys.

This created a virtuous cycle:
More reach → More tune-in → More value for advertisers → Higher CPMs across the board.

A Blueprint for the Future

This case study shows how today’s broadcasters can meet the demands of modern advertisers while combating shrinking live audiences. With Transmit’s stream extension product, they not only hit impression guarantees but also launched a new monetization engine that performs across properties, formats, and viewer contexts.

Learn more about how your network can replicate this!

‍