SPORTS MARKETING

Quite likely, the dominance of sports in modern American culture is only exceeded by the biggest non-athletic competition, politics. Kantar Media rsquo;s report on total US advertising expenditures for 2014 ndash; a 0.7-percent increase to $141.2 billion ndash; supports this conclusion, as it stated the increase was attributable to the Winter Olympics, World Cup and the mid-term elections. According to Kantar, the Winter Olympics alone was responsible for 80 percent of the 2.5-percent increase in network TV ad expenditures: Sports 2, Politics 1.