Saturday September 30, 2023

Advertisers Spend $100 Million on Air Time During Pro Sports’ Return

  • From July 23 to Aug. 15, more than 500 marketers combined to spend $100 million on ads.
  • Some companies that advertised during sports before the pandemic have not returned.
Advertisers Spend $100 Million on Air Time During Pro Sports’ Return
Kevin C. Cox/Pool Photo-USA TODAY Sports
Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Copy Link
Link Copied
Link Copied

More than 500 companies and causes have combined to spend nearly $100 million dollars on placing advertisements in national broadcasts of live sports since they have returned amid the COVID-19 pandemic, from July 23 to Aug. 15, according to data from MediaRadar reported by Marketing Dive.

Of the 100 marketers whose ads appeared during NBA, MLB and NHL games prior to the pandemic, 83 have returned. Of the other 17, five had been in the top 50 advertisers prior the pandemic.

Among the major brands that have not returned to advertising during sports are Microsoft, Expedia, Sprint and LVMH. Among advertisers during the return of live sports who hadn’t appeared before the pandemic are Joe Biden’s campaign, Slack, and Quibi, which launched in April.

A handful of industries have taken the opportunity to increase their footprint in advertising during NBA, MLB and NHL games. According to MediaRadar’s data, financial services firms expanded their share of the market from 16% before the pandemic to 19%, while alcohol brands grew from 4.9% to 6.6% and services businesses increased from 3.5% to 4.7%. 

The automotive and retailer categories both remained at about a 13% share of the market each.

Travel was among the sectors that decreased their share, cutting its portion of ad spending from 2.1% before the pandemic to 0.2% during the return of sports — major players in the space like Expedia and Marriott did not return. 

The approaching NFL season will also present a significant opportunity for advertisers.

In 2019, 47 of the top 50 and 73 of the top 100 telecasts were NFL games, according to AdAge, and two of the top 50 were college football games, which may or may not happen this year. The league also increased its average viewership by about 800,000 per game from 2018, to 16.5 million. 

CBS is reportedly seeking $5.5 million for each 30-second ad during Super Bowl LV, assuming it happens, which is in line with what Fox got for the event earlier this year. Super Bowl LIV averaged 102 million viewers across multiple channels and streaming services. 

Copy Link
Link Copied
Link Copied

What to Read

A detailed view of some NFL footballs before the Houston Texans at Jacksonville Jaguars game at EverBank Stadium.

New NFL Policy Toughens on Game Fixing, Betting on Own Team

However, the league is also lightening up on lesser violations.
Mississippi tackle Michael Oher poses with his family after being selected as the number 23 overall pick to the Baltimore Ravens in the 2009 NFL Draft at Radio City Music Hall in New York City.

Judge Ends Michael Oher’s Conservatorship with Tuohy Family

Oher claims the Tuohys misrepresented their legal relationship to him.
Los Angeles Angels designated hitter Shohei Ohtani hits against the Tampa Bay Rays during the sixth inning at Angel Stadium.

Shohei Ohtani Tops MLB Jersey Sales List For First Time

He's the first Japanese player to headline the list in MLB history

O’s New Lease Deal Continues Stadium-Centered Development Trend

MLB club gains 99-year development rights agreement for ballpark area
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football


Featured Today

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.
September 29, 2023

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.
Toy Story
September 29, 2023

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.
Kansas City Chiefs tight end Travis Kelce on field after the game at GEHA Field at Arrowhead Stadium.
September 29, 2023

Taylor Swift Shaking Up Travis Kelce, Chiefs Prop Betting Market

Sportsbooks are capitalizing with Taylor Swift-themed prop bets.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV's celebrity marketing campaign.
al michaels and kirk hergstreit
September 15, 2022

Amazon's Advertising Blitz Ahead Of First 'Thursday Night Football'

'Thursday Night Football' has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA's Latest Floating Court Hits London's River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA's Social Media King

Steph Curry isn't only dominating on the court, he's become the king of the NBA's social and digital push.
June 7, 2022

The NBA Continues to Dominate the Social Media Space

The NBA seemingly capitalizes in the digital and social space more than most leagues. Here's some of the data from the Finals.