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Volume 23 No. 34
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It’s over: My breakup letter with impressions

Making a true connection with fans requires sponsors to demonstrate value through effective activation. Absent that, brands are just taking up space and blocking the view.
When MLB threw out its Opening Day pitch this spring, it missed. ESPN reported the lowest viewer ratings in 10 years. This isn’t a surprise, given the volume of games that day, but it fits the pattern. People still love sports but they aren’t tuning in in droves. From the 2018 Super Bow...

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