NEW YORK (AdAge.com) -- Brand placement in live sports events has become one of the most coveted forms of television advertising in recent years. In fact, it is SO popular with sponsors, it has become as much a headache as it is a gold mine for broadcasters and cable TV networks. CBS executive VP John Bogusz and ESPN president for customer marketing Ed Erhardt discussed some of the frustrations and problems of integrating ads into the content of sports programming.
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