UK Media & Entertainment Sports - PPC Market Share Analysis November 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Sports category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Sports – UK

Google AI Overview visibility for Media & Entertainment Sports UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 6.12128836576
93.8787116342
6%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 31
69
31%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 18%
Transactional 18%
Navigational 5%
Seasonal 0%
Local 5%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 UK Media & Entertainment Sports brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
liverpoolfc.com 55.89
arsenal.com 22.51
livefootballtickets.com 4.23
wwf.org.uk 3.15
fanpass.net 2.82
virginmedia.com 1.85
nowtv.com 1.54
footasylum.com 1.53
viagogo.co.uk 1.26
theo2.co.uk 0.91
others 4.31
  • liverpoolfc.com - 55.89%
  • arsenal.com - 22.51%
  • livefootballtickets.com - 4.23%
  • wwf.org.uk - 3.15%
  • fanpass.net - 2.82%
  • virginmedia.com - 1.85%
  • nowtv.com - 1.54%
  • footasylum.com - 1.53%
  • viagogo.co.uk - 1.26%
  • theo2.co.uk - 0.91%
  • others - 4.31%

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Liverpoolfc.com dominates with 55.89% click share, followed by Arsenal.com at 22.51%. Others collectively hold 4.31%, while livefootballtickets.com captures 4.23%.

Market Exposure

Share of Spend for the top 10 UK Media & Entertainment Sports brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date liverpoolfc.com fanpass.net wwf.org.uk livefootballtickets.com footballticketnet.com virginmedia.com nowtv.com viagogo.co.uk arsenal.com footasylum.com
2025/11/01 0% 8.31% 12% 6.67% 0.04% 3.37% 3.91% 11.73% 0% 4.19%
2025/11/02 6.59% 8.54% 11.93% 7.73% 3.47% 5.16% 6.81% 8.7% 0% 0%
2025/11/03 8.04% 0% 25.9% 17.36% 0.72% 6.66% 4.89% 1.79% 0% 16.56%
2025/11/04 68.76% 3.12% 9.52% 5.65% 0.17% 3.01% 1.15% 0.89% 0% 1.9%
2025/11/05 5.66% 12.01% 29.65% 15.39% 3.18% 8.88% 4.74% 0.8% 0% 0%
2025/11/06 69.23% 2.47% 11.08% 5.25% 0.15% 2.21% 1.33% 1.51% 0% 1.82%
2025/11/07 28.2% 2.64% 7.11% 4.86% 1.61% 1.38% 1.73% 0.68% 45.91% 0.65%
2025/11/08 68.64% 3.81% 5.33% 4.8% 3.15% 2.82% 0.9% 0.82% 0% 3.55%
2025/11/09 53.97% 7.82% 9.37% 10.55% 3.62% 4.14% 2.15% 1.91% 0% 1.43%
2025/11/10 47.3% 7.42% 10.33% 8.5% 7.23% 2.89% 2.25% 3.43% 0% 8.35%
2025/11/11 0% 9.53% 18.29% 16.23% 11.19% 12.95% 13.36% 2.46% 0% 0%
2025/11/12 56.64% 6.38% 5.45% 7.88% 2.47% 2.17% 2.95% 2.55% 0% 3.35%
2025/11/13 36.16% 2.06% 3.18% 2.47% 0% 2.09% 1.33% 3.61% 46.7% 0%
2025/11/14 71.52% 3.84% 3.46% 0.22% 0.13% 1.88% 2.86% 6.02% 0% 3.42%
2025/11/15 78.34% 2.78% 3.27% 0% 0% 1.89% 10.85% 0.63% 0% 0%
2025/11/16 49.4% 5.91% 4.53% 0% 0.61% 2.54% 30.35% 0.84% 0% 0%
2025/11/17 60.88% 5.74% 7.78% 1.3% 0.88% 3.21% 1.65% 8.1% 0% 7.16%
2025/11/18 81.56% 4.36% 5.05% 1.97% 0.37% 0.64% 0.88% 1.27% 0.04% 0%
2025/11/19 62.65% 10.51% 11.17% 6.94% 0% 0.77% 0.51% 1.99% 0% 1.68%
2025/11/20 58.89% 8.62% 4.49% 7.13% 0% 3.78% 1.68% 0.91% 0% 6.9%
2025/11/21 14.37% 2.52% 4.49% 4.76% 1% 1.29% 12.99% 1.05% 52.44% 2.43%
2025/11/22 21.15% 4.96% 7.91% 6.88% 2.64% 2.31% 1.9% 3.11% 20.86% 7.14%
2025/11/23 0% 10.96% 19.56% 17.27% 4.98% 3.75% 11.73% 13.98% 0% 0%
2025/11/24 35.34% 3.03% 3.85% 3.04% 0.64% 1.8% 0.72% 0.2% 47.2% 2.18%
2025/11/25 35.01% 10.24% 15.23% 11.99% 3.09% 2.77% 2.31% 0.62% 0% 5.91%
2025/11/26 0% 15.64% 30.29% 19.04% 11.39% 2.29% 5.76% 2.45% 0.01% 0%
2025/11/27 14.54% 2.97% 4.59% 5.03% 0.51% 1.15% 1.1% 0.72% 53.08% 10.22%
2025/11/28 60.24% 2.34% 6.61% 4.49% 1.99% 1.71% 12.63% 0.75% 0% 4.86%
2025/11/29 65.66% 6.17% 4.83% 3.78% 2.01% 2.45% 4.26% 0.45% 0% 5.27%
2025/11/30 55.11% 7.53% 6.17% 4.86% 3.75% 3.46% 3.03% 0.41% 0% 0%
  • liverpoolfc.com
  • fanpass.net
  • wwf.org.uk
  • livefootballtickets.com
  • footballticketnet.com
  • virginmedia.com
  • nowtv.com
  • viagogo.co.uk
  • arsenal.com
  • footasylum.com

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In November 2025, Liverpool FC’s PPC spend fluctuated significantly, peaking at 81.56 on the 18th. Arsenal’s spend was sporadic, with a high of 53.08 on the 27th. The month concluded with Liverpool FC leading in spend.

Market Exposure

Competitor Count for UK Media & Entertainment Sports

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/11/01 23
2025/11/02 26
2025/11/03 23
2025/11/04 25
2025/11/05 22
2025/11/06 22
2025/11/07 28
2025/11/08 28
2025/11/09 23
2025/11/10 22
2025/11/11 20
2025/11/12 21
2025/11/13 23
2025/11/14 20
2025/11/15 18
2025/11/16 21
2025/11/17 22
2025/11/18 17
2025/11/19 22
2025/11/20 20
2025/11/21 23
2025/11/22 30
2025/11/23 19
2025/11/24 19
2025/11/25 27
2025/11/26 22
2025/11/27 27
2025/11/28 23
2025/11/29 24
2025/11/30 31

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November saw fluctuating advertiser numbers, peaking at 31 on the 30th, after a low of 17 on the 18th.

Campaign Efficiency

Market Loss & Market Gains for UK Media & Entertainment Sports

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
arsenal.com 5.99%
footasylum.com 0.96%
fanpass.net 0.54%
livefootballtickets.com 0.41%
wwe.com 0.33%
footballtickethome.com -0.18%
ticombo.com -0.2%
selfridges.com -0.23%
virginmedia.com -0.33%
liverpoolfc.com -8.56%

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Arsenal.com surged by 5.99%, while Liverpoolfc.com plummeted by 8.56%. Footasylum.com rose 0.96%, and Fanpass.net gained 0.54%. Virginmedia.com dipped 0.33%.

Campaign Efficiency

UK Media & Entertainment Sports Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date liverpoolfc.com fanpass.net livefootballtickets.com virginmedia.com footballticketnet.com nowtv.com wwf.org.uk viagogo.co.uk arsenal.com footasylum.com
2025/11/01 0% 7.75% 8.72% 3.96% 0.05% 4.17% 2.49% 13.86% 0% 7.9%
2025/11/02 2.85% 9.97% 12.82% 6.99% 3.11% 8.75% 3.14% 10.78% 0% 0%
2025/11/03 2.9% 0% 23.47% 7.9% 0.85% 4.13% 5.33% 1.58% 0% 31.52%
2025/11/04 56.84% 3.36% 10.41% 4.58% 0.23% 1.09% 2.68% 0.98% 0% 9.14%
2025/11/05 2.34% 14.05% 23.56% 11.48% 4.68% 5.11% 6.89% 0.87% 0% 0%
2025/11/06 55.06% 5.43% 10.31% 3.55% 0.21% 2.44% 3.2% 1.85% 0% 8.85%
2025/11/07 22.11% 3.94% 7.98% 2.15% 2.21% 2.27% 1.69% 0.79% 44.78% 2.68%
2025/11/08 50.86% 4.76% 7.93% 3.89% 4.08% 1.65% 1.46% 0.93% 0% 9.7%
2025/11/09 35.71% 11.49% 16.88% 5.87% 4.31% 2.26% 2.64% 1.73% 0% 5.86%
2025/11/10 34.78% 8.07% 13.7% 4.4% 9.87% 1.78% 2.64% 4.19% 0% 16.45%
2025/11/11 0% 11.14% 22.29% 14.86% 11.36% 10.57% 3.9% 3.23% 0% 0%
2025/11/12 41.91% 7.7% 13.2% 3.3% 3.3% 3.48% 1.49% 3.23% 0% 5.49%
2025/11/13 28.94% 2.87% 4.21% 2.87% 0% 1.54% 0.86% 5.34% 47.55% 0%
2025/11/14 57.8% 5.44% 0.29% 2.72% 0.16% 3.52% 1.02% 9.66% 0% 9.05%
2025/11/15 76.72% 4.76% 0% 3.17% 0% 9.5% 1.07% 0.95% 0% 0%
2025/11/16 49.67% 9.47% 0% 4.73% 0.95% 22.87% 1.49% 1.19% 0% 0%
2025/11/17 43.9% 6.57% 2.19% 4.93% 1.1% 1.67% 1.97% 10.75% 0% 21.84%
2025/11/18 76.15% 7.56% 4.54% 1.51% 0.54% 0.88% 1.7% 1.88% 0.04% 0%
2025/11/19 52.5% 13.59% 12.35% 1.51% 0% 0.47% 3.06% 2.75% 0% 7.53%
2025/11/20 42.57% 10.33% 10.36% 5.16% 0% 2.68% 1.55% 0.91% 0% 17.17%
2025/11/21 12% 3.88% 9.7% 2.91% 1.94% 11.4% 1.53% 1.58% 40.23% 4.84%
2025/11/22 10.89% 3.52% 8.22% 2.64% 2.64% 2.37% 1.59% 2.87% 36.76% 8.79%
2025/11/23 0% 10.87% 23.15% 5.44% 5.44% 14.06% 4.28% 14.4% 0% 0%
2025/11/24 33.99% 4.58% 6.74% 3.67% 1.08% 1.4% 1.24% 0.4% 37.98% 4.57%
2025/11/25 24.08% 11.68% 19.82% 3.89% 4.24% 2.11% 3.94% 0.68% 0% 9.71%
2025/11/26 0% 15.98% 29.4% 4% 15.98% 4.4% 7.19% 2.95% 0% 0%
2025/11/27 10.13% 4.1% 8.45% 1.64% 0.82% 1.49% 1.23% 0.68% 33.96% 24.51%
2025/11/28 47.81% 3.05% 7.88% 2.29% 3.05% 9.99% 1.72% 0.75% 0% 15.2%
2025/11/29 48.59% 7.86% 6.22% 3.93% 2.95% 6.32% 1.33% 0.77% 0% 14.7%
2025/11/30 37.14% 8.01% 7.52% 5.01% 5.01% 3.45% 1.58% 0.38% 0% 0%
  • liverpoolfc.com
  • fanpass.net
  • livefootballtickets.com
  • virginmedia.com
  • footballticketnet.com
  • nowtv.com
  • wwf.org.uk
  • viagogo.co.uk
  • arsenal.com
  • footasylum.com

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Liverpoolfc.com saw fluctuating impressions, peaking at 76.72% on November 15. Arsenal.com had a strong start but ended with zero impressions. Footasylum.com and fanpass.net maintained moderate shares, while viagogo.co.uk and nowtv.com had lower visibility.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Sports

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Sports - Last month
  1. 1
    Official Arsenal FC Website - Tickets Selling Fast! https://www.arsenal.com

    Bring The Noise This November As Arsenal Women Face Liverpool. Secure Your Tickets Now! Join Us At Emirates Stadium As The Arsenal Women's Team Face Liverpool On December 6th.

  2. 2
    Liverpool Tickets https://www.livefootballtickets.com

    Verified Ticket sellers only — Your entry is guaranteed. All tickets come with our authenticity & money-back guarantee. Liverpool...

  3. 3
    Day & Month Memberships - EFL, SPL, WSL, Premier League https://www.nowtv.com

    Catch EFL, SPL, WSL, Carabao Cup, & Premier League Action, All On NOW Sports. Don't Miss The...

  4. 4
    Stanley Cups https://www.selfridges.com

    Discover premium tools & accessories from Stanley at Selfridges. Explore rugged thermoses, durable storage solutions & more for any task. Latest Exclusives. New Arrivals Weekly. Click & Collect.

  5. 5
    Experience luxury hospitality | Premium at The O2 | 2025 https://www.theo2.co.uk

    Discover Premium at The O2. Book direct for the best prices & exclusive hospitality! Find Out More.

Copyright © Adthena. All rights reserved.

In the competitive world of Google PPC, Arsenal’s official site captures attention with urgency and team spirit, promoting a women’s match against Liverpool. LiveFootballTickets.com assures authenticity and guarantees entry, appealing to trust. NOW TV offers diverse sports content, emphasizing variety. Selfridges highlights premium Stanley products, focusing on quality and exclusivity. The O2 promotes luxury hospitality, promising exclusivity and direct booking benefits.

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