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What a postponed NFL season would mean for TV advertising - Business Insider

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With most sports off the airwaves, advertisers have already pulled their spending on sports — and an NFL postponement would worsen that trend

With most sports off the airwaves, advertisers have already pulled, cut, or paused much of their spending on sports — and an NFL postponement would simply worsen that trend. The cancellation or postponement of live sports events has thrown billions of dollars in TV ad spend commitments into a state of limbo. Some could ultimately evaporate entirely , or if networks don't manage to secure "make-good" solutions with advertisers.

For the time being, most ad buyers who had planned to advertise on live sports events that have been disrupted by the pandemic are halting spend — as one ad buyer , "No sports means no budget for sports sites/networks.

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