Live sports viewing is increasingly a two-screen experience, with smartphones serving as the preferred secondary device. And as TV and streaming ad prices are out of budget for many marketers, second-screening adoption presents an opportunity to reach viewers in more places at lower costs.

Key Question: How can marketers take advantage of second-screen viewing during live sports events like the upcoming FIFA World Cup?

Key Stat: This year, 216.8 million US adults will use a smartphone as a second screen, per our forecast, representing 80.6% of the population.