UK Media & Entertainment Sports - PPC Market Share Analysis August 2026

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 11.9337016575
88.0662983425
11%

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 17
83
17%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 0%
Transactional 25%
Navigational 11%
Seasonal 0%
Local 7%
Problem Solving 3%

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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 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
  • 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%.

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 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%
  • liverpoolfc.com
  • nowtv.com
  • wwf.org.uk
  • ebay.co.uk
  • footasylum.com
  • virginmedia.com
  • apple.com
  • hellotickets.com
  • livefootballtickets.com
  • statsports.com

Copyright © Adthena. All rights reserved.

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.

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
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

Copyright © Adthena. All rights reserved.

August saw fluctuating advertiser numbers, peaking at 29 on the 13th. The month concluded with a stable count of 18.

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 4.57%
footasylum.com 2.86%
liverpoolfc.com 1.68%
ebay.co.uk 1.67%
selfridges.com 1.21%
nowtv.com -1.02%
formula1.com -1.36%
wwf.org.uk -2.42%
theo2.co.uk -2.54%
virginmedia.com -3.08%

Copyright © Adthena. All rights reserved.

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.

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 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%
  • ebay.co.uk
  • footasylum.com
  • liverpoolfc.com
  • nowtv.com
  • apple.com
  • hellotickets.com
  • wwf.org.uk
  • virginmedia.com
  • livefootballtickets.com
  • statsports.com

Copyright © Adthena. All rights reserved.

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%.

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
    Sports Equipment - Sport Made Simple - Davies Sports® | Official https://www.daviessports.co.uk

    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.

  2. 2
    Get the Official LFC 26/27 Kit | Shop Online or the Store App https://store.liverpoolfc.com › adidas › home-kit

    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.

  3. 3
    NOW Day & Month Memberships | Stream Your Favourite Sports https://www.nowtv.com › sports › f1

    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.

  4. 4
    The Ultimate Smooth Jazz Show | Dave Koz & Friends Live https://www.theo2.co.uk

    Don't miss Dave Koz & Friends live at indigo at The O2 on Friday 16th October 2026. Book your tickets today.

  5. 5
    Virgin Media TV Packages | Switch To Virgin Media TV https://www.virginmedia.com

    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.

Copyright © Adthena. All rights reserved.

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.

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