This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
Back when linear TV was the most meaningful advertising medium in the market, I always felt that brands who sponsored the Olympics were doing something good for the world: bringing cultures together while supporting productive competition and collaboration, This was also when ratings were the core metric for audience reach, and targeting was – approximately – anyone who sat on a couch, for any period-of-time, during the event being sponsored.
But the media business long ago moved...