Final answer:
Sport marketers continue to use traditional advertising in sports marketing due to its extensive reach, the ability to target specific demographics, and its contribution to synergistic advertising strategies. Despite shifts towards digital media, traditional advertising still offers brand exposure that can complement digital campaigns.
Step-by-step explanation:
Sport marketers may still use traditional advertising despite changes in media consumption because television remains a highly functional means to reach a broad audience. With most U.S. households having a television and extensive viewing hours, television provides a platform for advertisers to use sophisticated data to target specific market demographics. While technology enables consumers to skip or bypass traditional ads, traditional venues still offer significant exposure, especially when combined with modern, synergistic advertising practices. For instance, viewers can see a series of brand-related advertisements on various platforms, such as billboards, stadium screens, and television commercials during sports events, ensuring a consistent brand message and presence. This multi-platform strategy can reach consumers who might not be as engaged in digital media and can bolster brand recognition and sales.
Furthermore, traditional advertising mediums can endow sports marketing campaigns with a sense of credibility and tangibility that digital media may lack. While digital platforms are on the rise, the blend of old and new media can create a more comprehensive and effective marketing campaign, combining the broad reach of traditional media with the targeted and interactive nature of digital platforms.