Its not what I mean. Sony stream the 'Sony CES 2019'. They're not get anybody from surprise because, unless they're previous alert playstation fanbase about 'PS5 news' they could reveal at CES 2020, most of people who will watch the event are after Bravia TVs. Get it?
What could happen is, TV guys gonna watch the stream or gonna go into the CES 2020 in person, Sony will speak about PS5 news, but only gamings sites like IGN, Polygon will get clicks and trafic. Its not the same as Games Awards. Gaming sites don't need to make PR or post about Games Awards because people already go to the event/ watch the streaming expecting games related news because is a gaming event.