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  "path": "/media-buying/despite-saturated-live-sports-calendar-super-bowl-remains-north-star-for-brands/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss",
  "publishedAt": "2026-02-05T05:01:00.000Z",
  "site": "https://digiday.com",
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  "textContent": "Brands are pouring budget into TV tentpole coverage during a congested live sports calendar. Not all events are equal, however.",
  "title": "Despite saturated live sports calendar, Super Bowl remains north star for brands"
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