Bell Media has launched live connected TV ad inventory on TSN, an offering that combines the reach of traditional TV with targeted digital advertising. With connected TV, some of TSN’s linear inventory is digitized to make live sports programming available on Connected TV. This allows brands to reach sports fans with addressable advertising around the same content that is running on linear. The ads can be shown to audiences on TSN’s linear feeds through the Bell Fibe app or on new Android-based TV set top boxes.

TSN joins Bell Media’s existing portfolio of live connected TV-enabled channels including CTV, CTV2, English and French Specialty channels, and Noovo, with RDS integration coming later this year.

Brands can target their messages using Bell Media’s Canadian household insights including the broadcaster’s premium first-party data that includes 70 pre-built segments and the ability to build custom segments using Bell Audience Manager. Environics and ThinkTV segments are also available.

According to Bell Media, the TSN launch builds on the 350% growth the broadcaster expects in its CoTV inventory, leading to the delivery of more than eight billion ad impressions this year. Across TSN, CoTV inventory delivers more than 50 million monthly impressions. Advertisers can access the ad inventory programmatically via major DSPs, Private Marketplace (PMP) deals or a direct buy.