How advertisers may respond to the cancellation of fall college sports - Business Insider

As colleges cancel fall seasons, advertisers may pull funds.The move puts pressure on the other three to follow suit, and it could send sports advertising budgets into freefall. Last season, college football alone captured an estimated $1.7 billion in national and spot TV ad revenues, according to Following sports cancellations earlier in the year, advertisers will once again have to figure out how to manage existing TV advertising commitments.

Advertisers could keep their commitments with the same media company but shift to other professional sports programming, including the NFL, NBA, and MLB. Other professional sports leagues have resumed their seasons in a fairly limited capacity and without fans. But this has not stopped advertisers and fans from coming back; regional sports networks saw a 31% increase in viewership year over year during MLB opening weekend, according to

. Some advertisers may want to commit as much spending as possible to the sports that are available, providing a potential boost to professional leagues.Join other Insider Intelligence clients who receive this Briefing, along with other Media, Advertising, & Marketing forecasts, briefings, charts, and research reports to their inboxes each day. >>

By offering WNBA, fringe NBA inventory, MLS and more studio programming in 3Q and 4Q

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