Sports media investments are rising as the fragmented media landscape is forcing agencies and advertisers to rethink their content strategies.
As WARC noted this month in its sports media report, global ad spending on sports media rights is expected to reach $61 billion this year (up 18.9% on pre-pandemic levels) on major live events in 2024 — even as streamers and social media attract wider audiences across different channels.
“Sports is the main [content] keeping people from cutting the cord completely,” said Darwin Aguinaldo, media director of linear media at Media Culture. That said, cord-cutting has led to some regional sports networks to disappear, though they were once a bastion of relatively inexpensive ad inventory for regional advertisers.
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