Bell Media has launched live CoTV inventory on TSN, digitizing a portion of the sports network’s linear advertising inventory, making it available to advertisers who want to reach Connected TV audiences.

TSN joins Bell Media’s existing portfolio of live CoTV-enabled brands including CTV, CTV2, English and French Specialty channels, and Noovo, with RDS integration coming later this year.

Bell says the offering combines the reach of traditional television with the precision targeting of digital advertising. Leveraging household insights, it allows for addressable advertising, with the company touting targeting across 70 pre-built segments, the ability to build custom segments using Bell Audience Manager, and additional segments available from Environics and thinktv.

“The launch of live CoTV inventory on TSN gives brands a unique opportunity to connect with highly engaged and passionate viewers that are proven to consistently tune into live events,” said Stewart Johnston, Senior Vice President, Content and Sales at Bell Media, in a company announcement. “This launch builds on the remarkable 350% growth we expect to see in Bell Media’s CoTV inventory and positions us to deliver more than 8 billion impressions in 2025.”

Advertisers can leverage the inventory via all major DSPs programmatically, through Private Marketplace (PMP) deals, or directly through a Bell Media sales representative.