Intersport Activation Summit: Goodby Says TV Less Dependable Now

In the opening session of the '14 Intersport Activation Summit, Goodby Silverstein & Partners co-Chair Jeff Goodby drew on his years of experience to advise brands about the best way to get value from their sponsorships. “It’s true I’ve worked with every team in the Bay Area,” Goodby said to a large crowd in the ballroom of the Ritz Carlton S.F. “Because I’m old.”

Goodby showed videos and slides of work done by his firm that touched a variety of brands and properties, including the NBA, NFL, Super Bowl, Doritos and Adobe. Noting the fact that television viewers are less likely to time shift sports than other programming, Goodby said that marketers should not rely on that as the main basis for their sponsorship. “TV is not as dependable as it used to be,” he said, because there is so much content competing for fans’ attention.