Competitive Edge - Sports & Entertainment Marketing News

Marketers spend $100M on ads as live sports return to TV


The return of live sports has been highly anticipated by advertisers seeking to reach mass audiences on linear TV, and MediaRadar’s data indicates most of the top brands that had advertised in NBA, MLB and NHL games were ready to resume their marketing activities once live play returned. A key test will be the planned start of the NFL’s regular season on Sept. 10, considering that its games made up 47 of the top 50 telecasts last year, per Nielsen data cited by CNBC. The NFL will fill a potentially large void as many colleges cancel or postpone their football seasons this fall.

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Discussion Questions:

  1. What are broadcast rights?
  2. Why are live sports so important to broadcast companies?
  3. What are ratings?
  4. Why are ratings important to broadcast companies? Why are they important to a sports league like NASCAR, MLB, NBA etc? Why are they important to advertisers?
  5. Why do you think advertisers are spending more on live sports right now? Be prepared to discuss your answer.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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