Given the impact of the pandemic, Nissan’s 2020 marketing budget is “still under discussion,” a company spokeswoman said.
Last year, the Nissan brand spent about $538 million on overall media advertising in the U.S., up from more than $510 million in 2018, according to data from Kantar Media.
Nissan ranked seventh among automakers in sports sponsorship spend, investing between $30 million and $35 million last year, according to IEG.
Nissan is a major backer of college athletics. It is a sponsor of the NCAA men’s basketball tournament and has a 15-year partnership with the Heisman Trophy Trust.
Witherspoon is confident that sports programming will be back. “When it returns, we expect the viewership to be strong,” she said.
But the nature of the fan experience at sporting events now is an unknown and poses the biggest challenge to marketers.
“The physical activation — that is probably what will change most,” Witherspoon said, referring to live events where crowds can touch the…
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