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# CIMM: sports engagement fades mid-game, so not all ad impressions are equal
- URL: https://fabric-media.ghost.io/cimm-sports-engagement-fades-mid-game-so-not-all-ad-impressions-are-equal/
- Published: 2026-08-31T14:31:28.000Z
- Updated: 2026-08-31T14:38:56.000Z
- Description: A new CIMM report finds emotional engagement in live sports broadcasts declines steadily as games progress, with football’s index dropping from 100 at kickoff to 86 after two hours.
- Author: Fabric.Media Editorial
- Tags: Measurement, Wayne Friedman

**Why it matters.** Sellers who price sports inventory on flat average-minute audience metrics face pressure to adopt time-weighted pricing as buyers point to underdelivery data.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=fabric-media.ghost.io) *·* [*Wayne Friedman*](https://fabric-media.ghost.io/tag/by-wayne-friedman/) *·* [*read the original*](https://www.mediapost.com/publications/article/417466/better-brand-sport-deals-throwing-a-dime-is-nee.html?edition=143671&ref=fabric-media.ghost.io)*.*