Live scores, fixtures and match data across 265 screens at Moto motorway service areas throughout FIFA World Cup 2026 is the latest example of i-media's dynamic content capability.
Real-time tournament data
As the only media owner operating exclusively across the UK's Strategic Road Network, i-media is uniquely placed to reach the nation while it travels. For the FIFA World Cup 2026, that reach has been put to work; a live dynamic content programme is now running across 256 digital screens across Moto's service area network, delivering real-time tournament data to travellers throughout the competition.
The content covers live match scores, fixtures, group tables and results, refreshed automatically throughout each match day. It runs as a 100-second sequence every five minutes, so travellers stay connected to the tournament whether they're stopping for two minutes or twenty.
During live matches, screens switch automatically to a dedicated match view - team names, crests, live score, goalscorers and match statistics, all updating in real time. Updated group tables and the day's results stay live through to the end of the day. It is a relevant and engaging story format that showcases the potential of i-media's proprietary data platform: live external data feeding directly into broadcast-quality content at scale, automatically, across an entire screen estate.
A high-attention audience, at exactly the right moment
Motorway service areas are a captive, high-dwell environment where travellers are stationary, attentive, and pausing deliberately rather than passing through. We already know that MSAs are full of sports fan: users are 118% more likely to describe themselves as 'sports mad'. During the World Cup, that audience is even bigger and more engaged than usual.
Ad delivery on the Moto D6 network isn't just taken on trust — it's independently checked by UniLIVE, UniLED's third-party verification platform. UniLIVE monitors ad plays as they happen, giving advertisers verified confirmation that the correct creative appeared on the correct screen at the correct time. For brands sponsoring the World Cup content programme, this independent oversight offers an extra layer of assurance and accountability around their investment.
The programme has launched with a brand sponsor, whose co-branded creative bookends the World Cup sequence, pairing brand advertising directly with content people are actively seeking out. Pairing live relevance and high attention is where i-media sees strong uplift in recall and association, and it's a model we're keen to repeat: further sponsorship opportunities are available to brands looking to align with future live sport and entertainment moments.
Phil Diamond, Chief Portfolio Officer at i-media, said:
"The World Cup is one of those moments where being in the right place matters as much as the message itself. Seven million people pass through UK motorway service areas every week — during a tournament of this scale, they want to know what's happening. We've built a content experience that delivers exactly that: live scores, fixtures and results, updated in real time, right alongside brand advertising. That's contextual relevance at genuine scale, and a strong demonstration of what dynamic content can do on this network."
Nikki Rogers, Trading Director – Retail and Fuel, Moto, said:
“The activation underlines i-media’s capability to deliver broadcast-quality, data-driven content at scale across the Strategic Road Network – a network that reaches an audience no other out-of-home media owner can replicate. Motorway service area visitors are a captive, high-dwell audience: stationary, attentive and with genuine commercial intent. Aligning brand advertising with live, relevant content amplifies that attention and drives measurable uplift in recall and association.”
