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GroupM Aims to Boost Ad Spend on Women’s Sports in TV Upfront
The large media buying agency GroupM will seek to create more opportunities in women's sports starting in the 2024 upfront
GroupM, the large media-buying consortium backed by ad giant WPP, vowed Wednesday to double the amount of money its clients spend on women’s sports in 2024 and said it would seek to create a dedicated marketplace for the programming genre, starting in the industry’s next “upfront” negotiation period. One client, Ally, pushed the media buyer last year to consider the effort, which will seek to create new broadcast sponsorships and other types of content packages, as well as pacts with leagues and even athlete-owned entertainment companies. To make the content more appealing to a broader swath of marketers, however, backers need to position programming in key places such as primetime linear TV, which still delivers some of media’s largest audiences.
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