6/24/2009Posted by Bob Bernstein, Managing Director, MC Media and Chief Media Officer, Draftfcb Chicago
I participated on a panel last night titled “The State of the Economy & How it Impacts the Sports Industry” with marketing representatives of companies like Accenture, McDonald’s, the Chicago Bears, WGN-TV, United Airlines, and the Big Ten Network.
The panel was put together by the National Sports Marketing Network (NSMN) where I serve on the Chicago Steering Committee, and for the most part, the mood was generally positive here in the Midwest.
Since many are suffering from recession fatigue, I tried to focus on the following bright spots:
- A move to greater justification of our efforts in a world where aspects of sports marketing are a PR liability
- While segments like autos, banks, home improvement centers, and casual dining are down, several categories like QSR, beer, packaged goods, and discount retail are holding steady and plugged several Draftfcb clients including Taco Bell, KFC, Kraft, SCJ, Kmart and MillerCoors.
- From a media standpoint, this is not entirely a buyer’s market. Yes, certain media like print, network/local TV are struggling a bit, Spanish language television, national cable, and the internet are in good demand.
This was the fourth in a series of discussions held throughout the country by the NSMN, and we were all thankful not to be in Detroit or New York where the autos and financial institutions and their marketing partners are taking a beating.
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