ESPN has taken an aggressive posture with this year’s Upfront selling season. The sports programmer has put a highly targeted ad campaign in play, anchored on the message “Let’s Be Upfront.” It has been visiting with agencies about a new measurement tool that amplifies the sports programmer’s live leadership position across platforms, including out-of-home venues. At its Upfront presentation on May 17 at The Minskoff Theatre, media buyers and planners will also learn about how they can tap into fans’ emotional states with different executions via ESPN’s Live Connect program.
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