@article {1969051,
	title = {It{\textquoteright}s Not Whether You Win or Lose, It{\textquoteright}s How the Game is Played: The Influence of Sports Programming on Advertising},
	journal = {Journal of Advertising},
	volume = {41},
	year = {2012},
	month = {2012},
	pages = {47-58},
	keywords = {Marketing},
	author = {Bee,Colleen and Madrigal,Robert}
}