ORLANDO, Fl – Candy gets sticky, but, when it comes to audience engagement, could live sports be stickier?

“Sports brings culture together,” according to Vinny Rinaldi, VP of media and marketing technology at The Hershey Company. In this video interview with Beet.TV at the ANA’s Masters of Marketing conference, Rinaldi said the confectionary company is leaning into advertising around live TV sports.

“It brings people together and I think it’s honestly one of the biggest … surges and live entertainment today across all of the different content that we are buying as a brand,” he said.

For Hershey, which has 98% household penetration, “reach is probably our number one KPI that we go after to make sure that we’re speaking to as many households as possible,” Rinaldi said.

By bringing sports in to the mix of other media, and by controlling frequency across different environments, Hershey aims to grow that …

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