This paper presents data for the estimation of TV viewers’ response to sponsor messages embedded in live sports broadcasts. The data were obtained from 11 participants who each watched a full live broadcast of a 2018 soccer World Cup group stage match in a laboratory. Viewer-related data include participants’ heart rate, galvanic skin response, and visual attention to sponsor signage visible on screen throughout the entire game. The data additionally include game-related variables such as the minute of play and live betting odds over the course of the game. The data are structured longitudinally along 11 clusters, with 62,380 observations in total. Given the scarcity of real-time measures in the research of sport sponsorship effectiveness, these data can be used to investigate TV viewers’ physiological response to live sports broadcasts in different stages of a game and improve the timing and targeting of commercial messages. For discussion and further information, please refer to the full-length article “Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response” .