Every marketer seems to stand up and cheer for sports. From jewelry retailers to automakers, brands dole out millions of dollars to have access to one of the last DVR-proof offerings on TV, an arena where "mass market," "reach" and 30-second spots still mean something.Robert Carter, VP-automotive operations for Toyota Motor Sales USA, puts it simply. "You have a better opportunity to get your message in front of a sports viewer vs. somebody that DVRs a drama, then commercial-skips," said Mr. Carter at the Automotive News World Congress in Detroit.
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