Will advertisers rebel against rising cost of sports marketing?

Several marketers are expressing concern about the high prices paid for sports marketing, and some say they may be forced to shift to less-expensive digital executions. "There has to be a point where the price of sports properties on TV, the price of tickets for consumers to games, is truly affecting the amount of sports we can engage in -- and the type of sports we engage in," said Tom Peyton, assistant vice president of advertising for American Honda.

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