January 20th, 2014

Why Sports Is the Ultimate Winning Play for Engagement

By Michael McCarthy
Ad Age

U.S. Sports Market Expected to Hit $67B by 2017

Every marketer seems to stand up and cheer for sports. From jewelry retailers to automakers, brands dole out millions of dollars to have access to one of the last DVR-proof offerings on TV, an arena where “mass market,” “reach” and 30-second spots still mean something.

General Motors’ Buick unit is a sponsor of NCAA basketball’s Final Four.
Robert Carter, VP-automotive operations for Toyota Motor Sales USA, puts it simply. “You have a better opportunity to get your message in front of a sports viewer vs. somebody that DVRs a drama, then commercial-skips,” said Mr. Carter at the Automotive News World Congress in Detroit.

Read more: http://adage.com/article/special-report-2014-sports/sports-ultimate-winning-play-engagement/291182/

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