Nissan North America — which for years has relied on college football — is shifting a significant portion of its media to the National Football League in the latest sign of how the coronavirus is upending brand marketing calendars.
The automaker will continue putting money into college football, where it will air its “Heisman House” campaign for the 10th straight season. But with the Big 10 and Pac-12 suspending their seasons, at least for now, there is less inventory available. So for the first time, Nissan will air the campaign during NFL games.
The move shows how the NFL — already a ratings behemoth and the most expensive ad buying marketplace — will grow even more powerful this year, assuming the league can complete its season without coronavirus shutdowns.
For Nissan, the challenge was to find NFL inventory that was not already littered with auto ads; it’s hard to watch games without seeing a pickup spot in nearly every commercial pod. The automotive category…
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