UK Media & Entertainment Sports - PPC Market Share Analysis February 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.

Google AI Overview visibility for Media & Entertainment Sports UK

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

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AIO Frequency

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

Frequency	Percentage
Frequency	7.58288125377
	92.4171187462

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	33
	67

33%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	7%
Transactional	33%
Navigational	3%
Seasonal	0%
Local	1%
Problem Solving	0%

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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
arsenal.com	30.08
liverpoolfc.com	18.74
wwf.org.uk	11.51
livefootballtickets.com	8.58
virginmedia.com	7.12
hellotickets.com	6.32
fanpass.net	4.37
nowtv.com	3.72
ebay.co.uk	1.45
manutd.com	1.42
others	6.69

arsenal.com - 30.08%
liverpoolfc.com - 18.74%
wwf.org.uk - 11.51%
livefootballtickets.com - 8.58%
virginmedia.com - 7.12%
hellotickets.com - 6.32%
fanpass.net - 4.37%
nowtv.com - 3.72%
ebay.co.uk - 1.45%
manutd.com - 1.42%
others - 6.69%

Arsenal.com leads with 30.08% click share, followed by Liverpoolfc.com at 18.74%. Others collectively hold 6.69%, while wwf.org.uk captures 11.51%.

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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	wwf.org.uk	livefootballtickets.com	hellotickets.com	fanpass.net	nowtv.com	virginmedia.com	arsenal.com	liverpoolfc.com	footasylum.com	apple.com
2026/02/01	27.59%	11.7%	8.19%	7.14%	27.67%	15.4%	0%	0%	0%	0.06%
2026/02/02	43.64%	12.46%	8.34%	6.42%	0.01%	18.4%	0%	0%	0%	0.06%
2026/02/03	24.76%	6.48%	6.38%	6.41%	0.01%	3.38%	0%	0%	25.71%	0%
2026/02/04	33.02%	13.46%	15.9%	11.79%	3%	6.96%	0%	0%	0%	0.07%
2026/02/05	17.84%	9.94%	15.45%	6.37%	12.66%	2.44%	0%	25.9%	0%	0%
2026/02/06	25.2%	14.18%	14.57%	13.42%	2.67%	9.8%	0%	0%	0%	0.06%
2026/02/07	32.88%	11.37%	14.07%	7.99%	6.66%	20.54%	0%	0%	0%	0.07%
2026/02/08	30.86%	10.06%	18.18%	5.83%	19.39%	12.65%	0%	0%	0%	0%
2026/02/09	30.13%	13.82%	11.38%	6.54%	2.57%	16.82%	0%	0%	0%	16.68%
2026/02/10	15.76%	15.07%	10.78%	11.62%	0%	6.86%	0%	35.58%	0%	0%
2026/02/11	15.44%	10.55%	8.73%	8.26%	14.2%	6.19%	0%	24.78%	0%	0%
2026/02/12	13.57%	9.79%	5.81%	4.35%	20.41%	5.68%	0%	39.65%	0%	0%
2026/02/13	25.2%	14.18%	14.57%	13.42%	2.67%	9.8%	0%	0%	0%	0.06%
2026/02/14	32.88%	11.37%	14.07%	7.99%	6.66%	20.54%	0%	0%	0%	0.07%
2026/02/15	30.86%	10.06%	18.18%	5.83%	19.39%	12.65%	0%	0%	0%	0%
2026/02/16	30.13%	13.82%	11.38%	6.54%	2.57%	16.82%	0%	0%	0%	16.68%
2026/02/17	63.64%	6.26%	11.2%	3.12%	0%	10.2%	0%	0%	0%	0%
2026/02/18	19.22%	11.94%	3.04%	2.61%	5.74%	21.31%	0%	0%	15.13%	0%
2026/02/19	13.03%	13.59%	2.92%	10.34%	4.89%	23.98%	0%	2.12%	0%	19.85%
2026/02/20	0%	7.1%	14.01%	9.03%	1.74%	1.7%	64.65%	0%	0%	0%
2026/02/21	0%	7.86%	4.66%	7.79%	28.46%	0.98%	45.82%	0%	0%	0%
2026/02/22	19.59%	7.52%	10.12%	6.04%	19.15%	3.87%	0%	31.44%	0%	0.06%
2026/02/23	22.3%	9.23%	7.04%	7.5%	17.98%	10.81%	0%	24.38%	0%	0%
2026/02/24	9.8%	1.63%	5.33%	1.17%	1.73%	79.42%	0%	0%	0%	0%
2026/02/25	14.71%	7.59%	6.83%	2.24%	0.71%	9.16%	38.47%	17.47%	0%	0%
2026/02/26	13.34%	4.58%	2.98%	1.59%	2.07%	73.46%	0%	0%	0%	0%
2026/02/27	17.12%	8.25%	2.09%	3.24%	2.07%	5.79%	41.22%	0%	4.88%	0%
2026/02/28	38.75%	16.09%	15.25%	5.27%	3.93%	3.35%	0%	0%	0%	0%

wwf.org.uk
livefootballtickets.com
hellotickets.com
fanpass.net
nowtv.com
virginmedia.com
arsenal.com
liverpoolfc.com
footasylum.com
apple.com

In February 2026, Arsenal.com saw a significant drop in PPC spend share, starting at 64.65% and ending at 41.22%. Meanwhile, WWF.org.uk experienced fluctuations, peaking at 63.64% mid-month before closing at 38.75%. LiverpoolFC.com had a notable dip to 2.12% on the 19th but recovered to 31.44% by the 22nd. VirginMedia.com had a dramatic spike to 79.42% on the 24th, while Apple.com maintained a low profile, peaking at 19.85% on the 19th. The month concluded with varied performances across domains.

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	14
2026/02/02	21
2026/02/03	24
2026/02/04	22
2026/02/05	22
2026/02/06	25
2026/02/07	17
2026/02/08	18
2026/02/09	19
2026/02/10	20
2026/02/11	17
2026/02/12	18
2026/02/13	25
2026/02/14	17
2026/02/15	18
2026/02/16	19
2026/02/17	11
2026/02/18	19
2026/02/19	25
2026/02/20	15
2026/02/21	15
2026/02/22	19
2026/02/23	18
2026/02/24	18
2026/02/25	22
2026/02/26	16
2026/02/27	14
2026/02/28	15

February saw fluctuating advertiser numbers, peaking at 25 on the 6th, 13th, and 19th. The month concluded with a modest 15 advertisers.

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.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
arsenal.com	50.73%
regatta.com	1.01%
formula1.com	0.49%
ebay.co.uk	0.39%
apple.com	0.35%
fanpass.net	-3.91%
hellotickets.com	-4.5%
livefootballtickets.com	-5.26%
wwf.org.uk	-6.68%
liverpoolfc.com	-21.43%

Arsenal.com surged with a 50.73% click share increase, while liverpoolfc.com plummeted by 21.43%. Regatta.com rose by 1.01%, contrasting with wwf.org.uk’s 6.68% drop.

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.

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Date	ebay.co.uk	livefootballtickets.com	hellotickets.com	wwf.org.uk	fanpass.net	nowtv.com	virginmedia.com	arsenal.com	liverpoolfc.com	footasylum.com
2026/02/01	0%	18.53%	14.66%	8.34%	9.27%	32.83%	11.58%	0%	0%	0%
2026/02/02	0.48%	23.26%	16.91%	12.98%	10.82%	0%	14.43%	0%	0%	0%
2026/02/03	15.55%	3.83%	4.83%	3.07%	3.41%	0%	0.85%	0%	0%	31.1%
2026/02/04	0%	20.87%	23.48%	8.54%	14.23%	2.49%	4.74%	0%	0%	0%
2026/02/05	0%	10.62%	17.51%	3.64%	6.07%	12.3%	1.01%	0%	25.03%	0%
2026/02/06	5.05%	16.4%	20.29%	6.21%	15.06%	2.2%	5.65%	0%	0%	0%
2026/02/07	0%	20.21%	26.53%	10.28%	12.45%	6.53%	15.57%	0%	0%	0%
2026/02/08	0%	14.63%	29.41%	8.78%	7.31%	27.36%	7.31%	0%	0%	0%
2026/02/09	0.27%	16.91%	17.19%	7.17%	7.97%	1.99%	9.96%	0%	0%	0%
2026/02/10	0%	21.96%	17.79%	4.67%	14.38%	0%	4.79%	0%	29.64%	0%
2026/02/11	0%	13.67%	11.91%	3.7%	9.59%	15.31%	2.74%	0%	16.94%	0%
2026/02/12	0%	13.46%	9.71%	3.36%	5.74%	25.61%	3.45%	0%	37.87%	0%
2026/02/13	5.05%	16.4%	20.29%	6.21%	15.06%	2.2%	5.65%	0%	0%	0%
2026/02/14	0%	20.21%	26.53%	10.28%	12.45%	6.53%	15.57%	0%	0%	0%
2026/02/15	0%	14.63%	29.41%	8.78%	7.31%	27.36%	7.31%	0%	0%	0%
2026/02/16	0.27%	16.91%	17.19%	7.17%	7.97%	1.99%	9.96%	0%	0%	0%
2026/02/17	0%	14.06%	30.45%	25.31%	7.03%	0%	8.47%	0%	0%	0%
2026/02/18	0%	9.59%	2.62%	3.46%	1.92%	2.58%	6.72%	0%	0%	35.12%
2026/02/19	0.02%	10.62%	2.37%	2.4%	6.65%	1.85%	44.87%	0%	0.98%	0%
2026/02/20	0%	7.76%	15.91%	0%	7.76%	0.67%	0.69%	65.57%	0%	0%
2026/02/21	0%	6.4%	3.46%	0%	5.12%	17.18%	0.36%	64.87%	0%	0%
2026/02/22	0%	11.03%	17.41%	5.96%	6.62%	25.32%	3.32%	0%	27.29%	0%
2026/02/23	0%	8.4%	4.85%	3.27%	5.45%	11.73%	54.55%	0%	11.23%	0%
2026/02/24	0%	3.1%	9.71%	3.2%	1.78%	1.73%	79.14%	0%	0%	0%
2026/02/25	0%	9.75%	9.43%	3.56%	2.11%	0.38%	4.93%	53.43%	13.04%	0%
2026/02/26	0%	7.83%	4.57%	4.52%	2.51%	1.93%	74.35%	0%	0%	0%
2026/02/27	24.74%	6.85%	1.46%	2.44%	2.03%	0.89%	2.32%	34.36%	0%	12.37%
2026/02/28	45.8%	18.8%	13.89%	7.91%	5.02%	1.75%	1.59%	0%	0%	0%

ebay.co.uk
livefootballtickets.com
hellotickets.com
wwf.org.uk
fanpass.net
nowtv.com
virginmedia.com
arsenal.com
liverpoolfc.com
footasylum.com

In February 2026, eBay.co.uk’s impression share fluctuated, peaking at 45.8% on the 28th. Arsenal.com started strong with 65.57% on the 20th but declined to 34.36% by the 27th. Livefootballtickets.com saw a steady decline, ending at 18.8%. Hellotickets.com had a volatile month, peaking at 30.45% on the 17th. Liverpoolfc.com had a notable peak of 37.87% on the 12th. Footasylum.com peaked at 35.12% on the 18th. WWF.org.uk remained relatively stable, with a peak of 25.31% on the 17th. Fanpass.net’s share was modest, peaking at 15.06% on the 6th. Nowtv.com had a strong start but ended low at 1.75%. Virginmedia.com had a dramatic rise, peaking at 79.14% on the 24th.

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.

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

1
Liverpool FC Tickets - Anfield Road Stadium Tickets https://www.hellotickets.com
Buy Liverpool 25/26 Tickets Online. Tickets On Sale 4 All Home & Away Games. Buy Now!
2
Day & Month Memberships | Stream RDG vs BRA https://www.nowtv.com › football › rdg-v-bra
Catch EFL, SPL, WSL, Carabao Cup, & Premier League Action, All On NOW Sports. Don't Miss The Latest Action From The League 1 Season.
3
Compare Packages | Best TV & Broadband Deals https://www.uswitch.com › broadband_tv › deals
Avoid Overpaying On Your Broadband Contract. Super Fast Fibre Broadband Deals Available. We...
4
Sky Sports Packages - Up To £250 Switching Credit https://www.virginmedia.com
TV & Sky Sports - £52.99/m For 24 Mos. No Price Rise In 2026. £56.99/m From April 2027. Plus...
5
WWF Official Website https://support.wwf.org.uk › animal › adopt
Support WWF Today — Support WWF's Work & Help Create A World Where People And Nature Thrive. Get Our Adoption Pack & Receive A Cuddly Toy, Fact Pack And Regular Updates. Inspire Young People.

In the competitive world of Google PPC, advertisers like HelloTickets, NOW TV, and Virgin Media captivate audiences with compelling offers. HelloTickets entices Liverpool FC fans with exclusive Anfield tickets, while NOW TV streams live sports action. Virgin Media lures customers with attractive Sky Sports packages, showcasing diverse entertainment options.

Frequently Asked Questions

Why is the UK Media & Entertainment Sports February 2026 Report useful and how should I use it?

Why is the UK Media & Entertainment Sports February 2026 Report useful?

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 February 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.
How often is the data updated?

Data within the UK Media & Entertainment Sports February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

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.
How accurate is the UK Media & Entertainment Sports February 2026 Report?

The UK Media & Entertainment Sports February 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.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The UK Media & Entertainment Sports February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Media & Entertainment Sports February 2026 Report for?

The UK Media & Entertainment Sports February 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.
Can I get a custom report for my brand?

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.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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.

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AIO Frequency

Complex Query Frequency

Search Intent Distribution

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

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

Competitor Count for UK Media & Entertainment Sports

Market Loss & Market Gains for UK Media & Entertainment Sports

UK Media & Entertainment Sports Share of Impressions

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

Frequently Asked Questions

Why is the UK Media & Entertainment Sports February 2026 Report useful and how should I use it?

Why is the UK Media & Entertainment Sports February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Media & Entertainment Sports February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Media & Entertainment Sports February 2026 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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