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%).

Read more:

• US TV Upfront Ad Spending Will Fall $5.5 Billion for the 2020-2021 Season
• In the US, People Are Switching to Digital for Live Sports Viewing
• The Sports Streaming Ecosystem: How sports are going over-the-top and eroding the last bastion of pay-TV

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