To be viable advertising platforms, methods for in-program content placement in sports video must balance against clutter. We propose viewer relevance (VR) measures of video frames in the temporal and spatial domain. Video sub-segments with low temporal VR are first selected, within which actual content is emplaced on regions with low spatial VR. We compute VR measures using color, motion, texture and domain features, upon which spatio-temporal techniques are used to segment spatial regions for actual content placement. Results from preliminary subjective viewing trials on soccer and tennis video indicate that our approach is promising.