Upfront 2022: Rogers Sports and Media touts digital content to marketers

By Etan Vlessing AS ROGERS SPORTS AND MEDIA unveiled its 2022-23 slate of original programming to Canadian advertisers and agencies, a major focus was showcasing online offerings as the line between traditional linear TV and digital streaming platforms increasingly blurs. The company’s strategy to engage marketers increasingly shifting ad dollars online is simple: Begin with tried-and-true content, whether scripted franchises like American Idol and America’s Got Talent on Citytv, or National Hockey League and Major League Baseball games with Canadian teams and passionate fan bases on Sportsnet. Then scramble to connect marketers and viewers across each and every platform and...