Sales Jump 11% After Asics Gives TV a Try

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The running-shoe brand dabbled in TV for the first time last year, spending about $5 million of its $27.6 million U.S. media budget on TV advertising, primarily on Olympics broadcasts. That spending came primarily at the expense of magazines, which have traditionally dominated Asics' budget. Magazine spending fell $2 million, to $21.7 million, despite a $3 million spending increase overall, according to TNS Media Intelligence.
The tinkering paid off, as Asics' sales rose 11% last year, according to SportsOneSource.