Agencies and Brand Marketers Are Altering Their Planned Sports Ad Spend

As some sporting events like the MLB regular season and NBA exhibition games finally return, marketers are altering their plans for sports ad spending.

More than a third of agencies and brand marketers who planned to advertise during sporting events that would have taken place in the coming weeks (but are now canceled or postponed) said they will keep their funds with the same media company and shift to sports programming later in the year, according to June 2020 data from Advertiser Perceptions.

And since the future of professional sports remains unclear, many respondents also said they plan on keeping their funds within the same media company but reallocating them to nonsports programming, either during the same time period (30%) or later in the year (23%).

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