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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 11.9337016575 |
| 88.0662983425 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 17 |
| 83 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| liverpoolfc.com | 45.38 |
| wwf.org.uk | 12.22 |
| nowtv.com | 9.66 |
| virginmedia.com | 4.54 |
| ebay.co.uk | 3.27 |
| livefootballtickets.com | 3.21 |
| footasylum.com | 3.2 |
| statsports.com | 2.82 |
| apple.com | 2.59 |
| arsenal.com | 2.26 |
| others | 10.85 |
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Liverpoolfc.com dominates with 45.38% click share, followed by wwf.org.uk at 12.22%. Others collectively hold 10.85%, while nowtv.com captures 9.66%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | liverpoolfc.com | nowtv.com | wwf.org.uk | ebay.co.uk | footasylum.com | virginmedia.com | apple.com | hellotickets.com | livefootballtickets.com | statsports.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/08/01 | 51.42% | 0.2% | 16.79% | 13.31% | 3.89% | 5.32% | 0.52% | 3.65% | 1.28% | 0.59% |
| 2026/08/02 | 42.8% | 3.12% | 9.75% | 9.19% | 9.1% | 14.06% | 1.06% | 0.59% | 0.82% | 0.38% |
| 2026/08/03 | 45.19% | 0.75% | 27.96% | 0% | 11.83% | 5.22% | 0.35% | 1.04% | 3.34% | 1.15% |
| 2026/08/04 | 31.46% | 4.45% | 11.16% | 7.08% | 5.57% | 5.25% | 7.13% | 2.26% | 1.16% | 2.22% |
| 2026/08/05 | 25.88% | 13.62% | 9.26% | 2.25% | 0% | 13.75% | 0.25% | 6.11% | 2.65% | 0.94% |
| 2026/08/06 | 17.86% | 8.97% | 32.86% | 0% | 0% | 16.76% | 8.56% | 5.27% | 2.64% | 0.91% |
| 2026/08/07 | 0% | 3.67% | 58.18% | 0% | 0% | 14.12% | 0.87% | 2.61% | 7.1% | 4.47% |
| 2026/08/08 | 43.72% | 5.97% | 18.38% | 0% | 0% | 16.01% | 0% | 1.89% | 3.07% | 6.82% |
| 2026/08/09 | 34.99% | 23% | 23.37% | 0% | 0% | 8.5% | 0.53% | 0.79% | 4.08% | 1.4% |
| 2026/08/10 | 18.55% | 29.96% | 30.15% | 0.41% | 0% | 12.01% | 0.28% | 0.61% | 0.58% | 4.26% |
| 2026/08/11 | 0% | 6.69% | 32.07% | 1.01% | 0% | 30.71% | 1.65% | 1.6% | 6.43% | 13.35% |
| 2026/08/12 | 16% | 8.76% | 35.58% | 0.54% | 0% | 13.04% | 1% | 5.33% | 2.73% | 3.43% |
| 2026/08/13 | 20.66% | 28% | 22.98% | 4.4% | 5.01% | 4.82% | 3.33% | 1.14% | 0.67% | 1.7% |
| 2026/08/14 | 16.27% | 40.83% | 20.66% | 0% | 0% | 6.1% | 4.11% | 1.15% | 1.65% | 2.9% |
| 2026/08/15 | 29.79% | 0.39% | 42.02% | 0% | 0% | 14.69% | 0.45% | 0.83% | 3.72% | 3.59% |
| 2026/08/16 | 44.61% | 0.22% | 33.12% | 0% | 0% | 8.38% | 0.68% | 3.69% | 4.56% | 1.38% |
| 2026/08/17 | 17.23% | 27.15% | 31.7% | 0.38% | 0% | 6.67% | 0.79% | 0.92% | 1.21% | 4.34% |
| 2026/08/18 | 33.76% | 0.49% | 33.11% | 0% | 0% | 12.34% | 1.03% | 1.28% | 4.21% | 6.02% |
| 2026/08/19 | 0% | 43.65% | 28.65% | 0% | 0% | 9.14% | 11.37% | 0.87% | 2.18% | 0.83% |
| 2026/08/20 | 26.02% | 4.62% | 41.44% | 0% | 0% | 9.88% | 0.8% | 0.62% | 2.84% | 2.18% |
| 2026/08/21 | 24.67% | 0.09% | 31.35% | 0.54% | 2.29% | 8.72% | 6.1% | 1.22% | 3.08% | 4.5% |
| 2026/08/22 | 20.09% | 3.78% | 31.15% | 0.44% | 0% | 4.39% | 9.62% | 1.15% | 2.51% | 3.88% |
| 2026/08/23 | 29.3% | 26.66% | 20.67% | 0.16% | 0% | 6.18% | 0.67% | 7.56% | 1.83% | 4.59% |
| 2026/08/24 | 26.23% | 25.4% | 29.24% | 0.19% | 3.08% | 4.28% | 3.05% | 0.42% | 1.99% | 4.68% |
| 2026/08/25 | 26.01% | 5.87% | 34.5% | 0% | 2.41% | 1.98% | 0.94% | 13.77% | 5.27% | 2.61% |
| 2026/08/26 | 18.12% | 22.61% | 17.74% | 0.79% | 12.68% | 3.35% | 0.41% | 0.82% | 1.71% | 3.9% |
| 2026/08/27 | 28.1% | 20.08% | 35.65% | 0% | 0% | 0% | 0.8% | 1.89% | 1.61% | 7.69% |
| 2026/08/28 | 30.34% | 16.65% | 21.3% | 0% | 5.01% | 4.23% | 2.51% | 0.68% | 2.68% | 4.34% |
| 2026/08/29 | 24.94% | 18.36% | 24.65% | 0% | 0% | 9.2% | 5.39% | 4.23% | 4.15% | 2.63% |
| 2026/08/30 | 18.52% | 35.74% | 9.62% | 11.98% | 4.21% | 8.28% | 0.51% | 0.1% | 0.27% | 1.99% |
| 2026/08/31 | 39.8% | 15.3% | 14.37% | 8.87% | 7.72% | 3.8% | 3.14% | 2.33% | 1.71% | 0.6% |
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Liverpoolfc.com started August strong, peaking at 51.42% on the 1st, but ended at 39.80%. Nowtv.com saw a mid-month surge, reaching 43.65% on the 19th. Wwf.org.uk maintained steady growth, peaking at 58.18% on the 7th.
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.
| Date | Competitor Count |
|---|---|
| 2026/08/01 | 22 |
| 2026/08/02 | 21 |
| 2026/08/03 | 18 |
| 2026/08/04 | 22 |
| 2026/08/05 | 24 |
| 2026/08/06 | 20 |
| 2026/08/07 | 17 |
| 2026/08/08 | 17 |
| 2026/08/09 | 18 |
| 2026/08/10 | 16 |
| 2026/08/11 | 18 |
| 2026/08/12 | 27 |
| 2026/08/13 | 29 |
| 2026/08/14 | 24 |
| 2026/08/15 | 22 |
| 2026/08/16 | 15 |
| 2026/08/17 | 20 |
| 2026/08/18 | 17 |
| 2026/08/19 | 13 |
| 2026/08/20 | 18 |
| 2026/08/21 | 25 |
| 2026/08/22 | 22 |
| 2026/08/23 | 19 |
| 2026/08/24 | 20 |
| 2026/08/25 | 19 |
| 2026/08/26 | 25 |
| 2026/08/27 | 17 |
| 2026/08/28 | 22 |
| 2026/08/29 | 14 |
| 2026/08/30 | 18 |
| 2026/08/31 | 18 |
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August saw fluctuating advertiser numbers, peaking at 29 on the 13th. The month concluded with a stable count of 18.
Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.
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Arsenal.com surged with a 4.57% click share increase, while Virginmedia.com dropped by 3.08%. Footasylum.com and Liverpoolfc.com also gained, contrasting with declines for Theo2.co.uk and Wwf.org.uk.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | ebay.co.uk | footasylum.com | liverpoolfc.com | nowtv.com | apple.com | hellotickets.com | wwf.org.uk | virginmedia.com | livefootballtickets.com | statsports.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/08/01 | 29.49% | 7.37% | 33.02% | 0.17% | 1.35% | 6.17% | 3.66% | 4.37% | 2.65% | 0.75% |
| 2026/08/02 | 17.33% | 17.33% | 29.1% | 2.32% | 2.85% | 0.86% | 1.91% | 11.89% | 2.34% | 0.62% |
| 2026/08/03 | 0% | 30.75% | 34.42% | 1.01% | 1.27% | 1.95% | 8.49% | 5.92% | 6.91% | 2.11% |
| 2026/08/04 | 21.52% | 13.28% | 14.86% | 2.8% | 14.01% | 2.28% | 2.2% | 3.49% | 1.49% | 1.91% |
| 2026/08/05 | 1.98% | 0% | 14.71% | 17.97% | 0.68% | 9.32% | 2.42% | 11.48% | 4.43% | 1.08% |
| 2026/08/06 | 0% | 0% | 12.64% | 8.97% | 25.37% | 10.84% | 9.35% | 16.25% | 5.07% | 1.55% |
| 2026/08/07 | 0% | 0% | 0% | 2.69% | 3.22% | 5.07% | 19.57% | 17.42% | 17.15% | 10.54% |
| 2026/08/08 | 0% | 0% | 35.22% | 8.18% | 0% | 3.55% | 5.21% | 18.74% | 8.48% | 11.45% |
| 2026/08/09 | 0% | 0% | 24.98% | 42.91% | 1.84% | 1.63% | 6.16% | 7.76% | 6.02% | 2.26% |
| 2026/08/10 | 0.78% | 0% | 12.29% | 44.58% | 0.9% | 0.97% | 7.88% | 9.77% | 1.97% | 8.22% |
| 2026/08/11 | 1.81% | 0% | 0% | 6.72% | 4.62% | 2.59% | 6.99% | 27.87% | 13.66% | 23.34% |
| 2026/08/12 | 1.94% | 0% | 14.74% | 7.61% | 3.25% | 11.09% | 9.46% | 11.89% | 5.92% | 5.96% |
| 2026/08/13 | 17.61% | 11.74% | 13.14% | 28.79% | 6.46% | 1.43% | 4.21% | 3.34% | 1.58% | 2.3% |
| 2026/08/14 | 0% | 0% | 8.58% | 57.23% | 9.06% | 1.63% | 4.23% | 4.1% | 3.44% | 4.01% |
| 2026/08/15 | 0% | 0% | 27.9% | 0.36% | 2.05% | 2.21% | 15.14% | 19.41% | 11.2% | 9.78% |
| 2026/08/16 | 0% | 0% | 42.86% | 0.19% | 3.15% | 7.75% | 12.69% | 10.23% | 12.23% | 3.3% |
| 2026/08/17 | 0.8% | 0% | 12.53% | 40.87% | 2.76% | 1.63% | 9.27% | 6.23% | 3.02% | 9.18% |
| 2026/08/18 | 0% | 0% | 27.64% | 0.44% | 4.07% | 2.99% | 9.54% | 12.75% | 11.1% | 12.92% |
| 2026/08/19 | 0% | 0% | 0% | 49.03% | 26.43% | 1.44% | 6.31% | 6.4% | 4.56% | 1.36% |
| 2026/08/20 | 0% | 0% | 25.68% | 6.16% | 3.78% | 1.67% | 16.47% | 12.31% | 8.25% | 5.6% |
| 2026/08/21 | 0.62% | 8.63% | 9.66% | 0.04% | 10.05% | 1.27% | 4.77% | 4.27% | 3.88% | 4.88% |
| 2026/08/22 | 0.76% | 0% | 11.92% | 3.34% | 23.93% | 1.51% | 7.06% | 3.3% | 4.79% | 6.39% |
| 2026/08/23 | 0.31% | 0% | 19.18% | 34.41% | 2.12% | 15.13% | 5.21% | 6.31% | 3.85% | 8.51% |
| 2026/08/24 | 0.39% | 7.28% | 20.37% | 33.45% | 8.91% | 0.82% | 7.84% | 3.74% | 4.17% | 9.2% |
| 2026/08/25 | 0% | 14.9% | 16.68% | 5.76% | 2.72% | 25.95% | 8.56% | 2.05% | 9.37% | 4.43% |
| 2026/08/26 | 3.1% | 21.67% | 9.36% | 22.31% | 0.85% | 0.91% | 3.08% | 2.28% | 2.13% | 3.69% |
| 2026/08/27 | 0% | 0% | 24.6% | 24.39% | 3.28% | 4.3% | 11.92% | 0% | 4.85% | 15.96% |
| 2026/08/28 | 0% | 8.04% | 16.5% | 10.93% | 5.01% | 28.16% | 4% | 2.99% | 3.25% | 5.77% |
| 2026/08/29 | 0% | 0% | 20.47% | 17.19% | 13.68% | 8.01% | 5.78% | 8.26% | 6.05% | 4.11% |
| 2026/08/30 | 36.2% | 14.4% | 6.57% | 20.79% | 0.86% | 0.08% | 1.33% | 4.06% | 0.49% | 1.9% |
| 2026/08/31 | 31.39% | 22.42% | 16.36% | 8.65% | 5.47% | 3.09% | 2.31% | 1.85% | 1.81% | 0.72% |
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In August 2026, eBay.co.uk’s impression share fluctuated, peaking at 36.20% on the 30th. Footasylum.com saw a steady rise, ending at 22.42%. Liverpoolfc.com experienced highs and lows, closing at 16.36%. Nowtv.com had a significant spike mid-month, finishing at 8.65%. Apple.com showed moderate activity, ending at 5.47%. Hellotickets.com had a notable peak on the 25th, closing at 3.09%. Wwf.org.uk maintained a consistent presence, ending at 2.31%. Virginmedia.com had varied performance, finishing at 1.85%. Livefootballtickets.com saw fluctuations, closing at 1.81%. Statsports.com had a mid-month peak, ending at 0.72%.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Sports equipment for schools, including early years, sports clubs and primary schools. For 60+ Years, Davies Sports Brings Specialist Sports Knowledge & Products To Schools. All Ages & Abilities.
Get the official LFC 26/27 kit. Available in store, online & on the LFC store app. Shop the official Liverpool FC adidas home kit. Available for men, women & kids.
Watch Live F1 With A NOW Sports Membership. Lap it up. Stream every session of the 2026 F1® season live with a NOW Sports Membership. Live Coverage. 12 Sky Sports Channels.
Don't miss Dave Koz & Friends live at indigo at The O2 on Friday 16th October 2026. Book your tickets today.
Plus, Claim Up To £300 Towards Your Early Exit Fees, When You Switch To Virgin Media. TV Packages From £32.99/m For 24 Mos. £36.99/m From April 2027. £40.99/m From April 2028.. Epic Entertainment. Now Including Netflix.
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In the vibrant world of Google PPC, Davies Sports champions simplicity in sports equipment, while Liverpool FC entices fans with their official kit. NOW TV offers thrilling F1 streaming, The O2 hosts unforgettable jazz nights, and Virgin Media tempts with enticing TV packages.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
How to use the UK Media & Entertainment Sports August 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
Data within the UK Media & Entertainment Sports August 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.
On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.
We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The UK Media & Entertainment Sports August 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.
Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.
With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.
Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.
Learn more about our data accuracy
Yes. The UK Media & Entertainment Sports August 2026 Report aggregates data from across both device types and Google Shopping.
The UK Media & Entertainment Sports August 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.
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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.
The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.
Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.