US Media & Entertainment Sports - PPC Market Share Analysis October 2026

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

Sports – US

Google AI Overview visibility for Media & Entertainment Sports US

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 46.5897539443
53.4102460557
46%

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 6%
Transactional 17%
Navigational 8%
Seasonal 1%
Local 0%
Problem Solving 3%

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Market Exposure

Share of Clicks for top 10 US 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
stubhub.com 32
seatgeek.com 16.62
ticketmaster.com 12.45
vividseats.com 9.35
viagogo.com 6.36
eventticketscenter.com 4.5
tickpick.com 2.88
arsenal.com 1.77
gotickets.com 1.53
nfl.com 1.46
others 11.08
  • stubhub.com - 32%
  • seatgeek.com - 16.62%
  • ticketmaster.com - 12.45%
  • vividseats.com - 9.35%
  • viagogo.com - 6.36%
  • eventticketscenter.com - 4.5%
  • tickpick.com - 2.88%
  • arsenal.com - 1.77%
  • gotickets.com - 1.53%
  • nfl.com - 1.46%
  • others - 11.08%

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In the competitive landscape of Google PPC, StubHub dominates with a 32% click share. SeatGeek follows at 16.62%, while Ticketmaster holds 12.45%. Others collectively capture 11.08%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US 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 stubhub.com ticketmaster.com vividseats.com seatgeek.com viagogo.com eventticketscenter.com gotickets.com tickpick.com gametime.co ticketsales.com
2026/10/01 36.22% 5.44% 13.96% 16.42% 4.24% 8.07% 4.18% 3.15% 2.5% 1.64%
2026/10/02 36.57% 8.32% 11.98% 14.69% 5.43% 8.26% 3.58% 2.99% 2.62% 1.29%
2026/10/03 39.65% 7.8% 11.69% 8.81% 11.83% 7.26% 1.84% 2.25% 2.49% 1.56%
2026/10/04 40.41% 8.27% 10.57% 8.23% 11.76% 6.46% 1.98% 2.96% 2.31% 1.63%
2026/10/05 39.31% 8.37% 8.97% 8.29% 14.8% 6.88% 1.77% 3.64% 1.53% 1.31%
2026/10/06 43.78% 5.11% 9.95% 8.14% 14.01% 8.24% 1.11% 2.79% 2.46% 0.62%
2026/10/07 44.29% 8.06% 9.53% 7.36% 13.75% 5.55% 1.06% 1.77% 3.96% 0.69%
2026/10/08 40.72% 12.96% 9.45% 7.94% 14.64% 1.52% 1.34% 3.47% 3.64% 0.76%
2026/10/09 39.28% 11.58% 7.86% 7.85% 15.13% 5.32% 1.47% 3.88% 1.43% 1.44%
2026/10/10 37.28% 8.88% 7.53% 8.82% 21.12% 3.49% 1.67% 4.28% 1.16% 2.46%
2026/10/11 32.69% 12.34% 9% 9.17% 19.67% 3.47% 1.01% 5.97% 0.99% 1.9%
2026/10/12 35.87% 11.2% 7.35% 8.84% 17.56% 3.8% 1.4% 4.95% 1.11% 1.49%
2026/10/13 34.67% 17.06% 8.4% 8.92% 13.27% 4.75% 1.28% 4.07% 2.72% 1.15%
2026/10/14 31.92% 17.5% 7.55% 9.97% 16.65% 4.16% 1.23% 4.95% 1.53% 1.76%
2026/10/15 30.73% 14.49% 8.81% 17.12% 9.89% 3.37% 1.04% 5.29% 1.56% 3.01%
2026/10/16 30.14% 13.91% 10.98% 16.34% 10.28% 4.39% 0.75% 3.96% 1.58% 1.74%
2026/10/17 28.72% 15.2% 9.22% 17.93% 11.17% 5.25% 0.9% 3.87% 1.24% 1.63%
2026/10/18 29.76% 16.43% 12.05% 16.67% 6.14% 4.39% 0.96% 4.85% 0.88% 1.1%
2026/10/19 30.5% 18.24% 10.95% 18.6% 5.28% 3.91% 1.08% 3.54% 1.47% 0.34%
2026/10/20 28.23% 20.57% 9.67% 19.2% 5.99% 4.19% 1.19% 3.7% 1.24% 1.13%
2026/10/21 26.36% 18.41% 11.51% 19.09% 6.55% 0.46% 0.89% 3.64% 0.95% 0.74%
2026/10/22 23.27% 14.73% 9.19% 22.91% 8.63% 2.54% 0.4% 4.78% 0.85% 0.6%
2026/10/23 26.44% 17.44% 10.96% 21.47% 4.76% 0.61% 0.97% 4.13% 0.84% 0.98%
2026/10/24 24.54% 15.44% 15.41% 16.54% 1.89% 1.57% 1.34% 4.59% 1.02% 0.59%
2026/10/25 23.09% 19.3% 12.04% 16.7% 2.22% 0.87% 1.54% 5.52% 0.87% 0.97%
2026/10/26 27.55% 19.12% 12.63% 16.54% 2.45% 1.72% 1.25% 4% 1.56% 1.38%
2026/10/27 25.2% 21.73% 11.02% 13.02% 1.57% 6.17% 1.67% 4.16% 0.88% 0.78%
2026/10/28 30.7% 14.15% 11.79% 16.97% 2.18% 3.56% 2.45% 4.37% 1.01% 0.4%
2026/10/29 24.6% 15.29% 16.2% 11.04% 1.39% 2.01% 1.2% 1.77% 2.39% 2.28%
2026/10/30 24.38% 14.83% 12.85% 19.97% 2.95% 2.17% 1.54% 2.2% 1.18% 1.57%
2026/10/31 18.16% 13.49% 9.39% 8.36% 5.37% 2.22% 1.53% 1.03% 0.63% 0.38%
  • stubhub.com
  • ticketmaster.com
  • vividseats.com
  • seatgeek.com
  • viagogo.com
  • eventticketscenter.com
  • gotickets.com
  • tickpick.com
  • gametime.co
  • ticketsales.com

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StubHub’s spend share peaked early October, then declined sharply. Ticketmaster rose steadily, peaking mid-month. Vivid Seats fluctuated, ending lower. SeatGeek surged late October. Viagogo’s share dropped significantly. October concluded with diverse trends.

Market Exposure

Competitor Count for US 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
2026/10/01 70
2026/10/02 68
2026/10/03 77
2026/10/04 79
2026/10/05 77
2026/10/06 75
2026/10/07 78
2026/10/08 83
2026/10/09 76
2026/10/10 77
2026/10/11 68
2026/10/12 78
2026/10/13 76
2026/10/14 74
2026/10/15 77
2026/10/16 75
2026/10/17 71
2026/10/18 72
2026/10/19 75
2026/10/20 67
2026/10/21 74
2026/10/22 80
2026/10/23 77
2026/10/24 93
2026/10/25 97
2026/10/26 93
2026/10/27 89
2026/10/28 86
2026/10/29 84
2026/10/30 89
2026/10/31 87

Copyright © Adthena. All rights reserved.

October began with 70 advertisers, fluctuating throughout the month. A notable peak occurred on October 25 with 97 advertisers. The month concluded with a slight decrease, ending at 87 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US 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
ticketmaster.com 5.67%
seatgeek.com 5.67%
nfl.com 2.75%
vividseats.com 2.52%
vikings.com 1.56%
tickpick.com -0.69%
gametime.co -0.76%
eventticketscenter.com -3.09%
viagogo.com -7.09%
stubhub.com -16.19%

Copyright © Adthena. All rights reserved.

Ticketmaster.com and Seatgeek.com surged with a 5.67% click share increase, while Stubhub.com plummeted by 16.19%.

Campaign Efficiency

US 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 stubhub.com ticketmaster.com gotickets.com seatgeek.com vividseats.com eventticketscenter.com viagogo.com tickpick.com gametime.co ticketsales.com
2026/10/01 33.94% 4.08% 14.23% 10.33% 9.73% 17.22% 2.81% 2.16% 1.72% 1.07%
2026/10/02 34.63% 5.5% 15.24% 9.84% 9.27% 14.6% 3.92% 2.26% 1.55% 0.66%
2026/10/03 38.8% 3.89% 10.01% 4.87% 7.18% 22.2% 7.84% 1.16% 1.35% 0.63%
2026/10/04 38.47% 4.21% 11.97% 5.14% 6.41% 19.18% 7.6% 1.95% 1.26% 0.77%
2026/10/05 35.49% 4.75% 13.85% 5.63% 6.77% 17.34% 9.28% 2.63% 1.12% 0.67%
2026/10/06 37.62% 2.54% 10.8% 4.43% 6.42% 24.87% 8.28% 1.5% 1.28% 0.28%
2026/10/07 41.31% 3.74% 9.69% 4.58% 6.16% 22.14% 6.93% 1.08% 2.05% 0.28%
2026/10/08 40.65% 6.53% 9.79% 5.18% 6.37% 16.21% 8.65% 2.03% 1.9% 0.38%
2026/10/09 42.48% 4.85% 9.54% 4.64% 5.09% 19.74% 8.22% 2.03% 0.85% 0.66%
2026/10/10 45.16% 4.26% 4.71% 5.88% 5.34% 15.24% 12.72% 2.34% 0.7% 1.18%
2026/10/11 42% 7.08% 3.66% 8.11% 7.57% 5.3% 16.11% 4.69% 0.81% 1.43%
2026/10/12 41.37% 6.22% 7.61% 8.61% 5.64% 8.88% 12.86% 3.04% 0.84% 1.02%
2026/10/13 44.05% 10.86% 2.93% 7.99% 7.97% 5.94% 10.72% 3.26% 2.1% 0.75%
2026/10/14 40.12% 11.67% 4.38% 9.88% 6.88% 6.88% 11.23% 4% 1.25% 1.33%
2026/10/15 41.67% 10.91% 3.28% 13.1% 7.97% 4.01% 7.64% 4.1% 1.42% 1.96%
2026/10/16 39.57% 10.76% 2.07% 16.2% 9.49% 4.72% 6.61% 3.34% 1.37% 1.32%
2026/10/17 31.21% 13.58% 3.99% 18.42% 8.98% 6.48% 6.99% 3.93% 1.26% 1.1%
2026/10/18 30.96% 13.6% 4.03% 17.61% 11.61% 5.67% 5.55% 3.96% 0.82% 0.9%
2026/10/19 30.27% 15.49% 1.93% 19.82% 10.39% 4.85% 5.15% 3.56% 1.6% 0.47%
2026/10/20 30.16% 17.48% 1.53% 17.23% 9.88% 4.9% 6.01% 4.24% 1.55% 1.54%
2026/10/21 27.44% 16.85% 1.14% 17.56% 11.34% 1.19% 6.99% 4.45% 0.88% 0.68%
2026/10/22 25.57% 13.7% 0.57% 21.23% 9.02% 2.12% 8.27% 4.71% 1.21% 0.62%
2026/10/23 26% 14.09% 0.99% 19.85% 10.94% 0.47% 7.17% 5.6% 0.89% 0.91%
2026/10/24 23.66% 15.88% 1.38% 15.24% 14.74% 0.95% 1.79% 5.38% 1.22% 0.83%
2026/10/25 23.06% 17.45% 1.57% 15.89% 12.34% 0.79% 2.18% 4.9% 1.21% 1.08%
2026/10/26 27.17% 17.81% 3.38% 16% 12.09% 2.06% 2.68% 3.99% 1.86% 1.09%
2026/10/27 26.43% 20.18% 6.85% 11.9% 9.61% 8.67% 1.32% 3.17% 1.05% 0.72%
2026/10/28 29.22% 14.11% 7.44% 14.71% 11.07% 5.69% 2.43% 2.79% 1.52% 0.32%
2026/10/29 24.77% 14.62% 3.55% 11.27% 15.03% 4.31% 1.45% 1.82% 2.08% 1.68%
2026/10/30 23.74% 13.12% 6.42% 17.24% 12.8% 3.6% 3.41% 2.34% 1.39% 1.22%
2026/10/31 17.97% 12.63% 8.34% 8.06% 7.69% 3.89% 3.13% 1.7% 0.88% 0.35%
  • stubhub.com
  • ticketmaster.com
  • gotickets.com
  • seatgeek.com
  • vividseats.com
  • eventticketscenter.com
  • viagogo.com
  • tickpick.com
  • gametime.co
  • ticketsales.com

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Stubhub.com started October strong, peaking at 45.16% on the 10th, but ended at 17.97%. Ticketmaster.com rose steadily, finishing at 12.63%. Seatgeek.com surged mid-month, closing at 8.06%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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 US Media & Entertainment Sports - Last month
  1. 1
    Only Authentic Gear at MLBShop - Official MLB Gear https://www.mlbshop.com › official › mlb_gear

    Hey MLB Fans! Don't Miss Out On Official MLB Gear From MLB Shop.

  2. 2
    Subscribe To NFL+ Today - Get Your NFL+ Subscription Now - Football At Your Fingertips https://www.nfl.com

    Kick Off The NFL Season With Live Local and Primetime Games on Mobile & 24/7 NFL Network. Ready For The Season? Subscribe to NFL+ to Stream Live Local & Primetime Games on Mobile. Live Games On The Go. Stream NFL Shows. Replays Of Every Game. Listen To Every Game Live. Monthly Or Seasonal Sub.

  3. 3
    Boston Red Sox Tickets - The Official MLB Marketplace https://www.seatgeek.com

    Red Sox Tickets on SeatGeek, Official MLB Ticket Marketplace. 100% Guaranteed Tickets.

  4. 4
    Polymarket UFC 334 | Buy UFC Tickets https://www.ticketmaster.com

    Buy your tickets now for Polymarket UFC 334 in New York City on November 14, 2026. Card features Gane vs. Hokit, Harrison vs. Nunes and more. November 14.

  5. 5
    Order Tickets Online Now - 2026 Tickets On Sale - MLB Tickets https://www.vividseats.com

    2026 MLB Tickets on Sale Now. Don't Miss The Next Game!

Copyright © Adthena. All rights reserved.

In the competitive world of sports merchandise and ticket sales, MLBShop.com stands out with its promise of “Only Authentic Gear,” appealing to fans’ desire for genuine products. NFL.com entices with NFL+ subscriptions, offering live games and replays, catering to fans’ need for accessibility. SeatGeek and VividSeats focus on guaranteed and future MLB tickets, ensuring fans never miss a game. Ticketmaster captures attention with UFC 334 tickets, highlighting exclusive events. Each ad uniquely targets sports enthusiasts, emphasizing authenticity, accessibility, and exclusivity.

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