NBA TV Partners Earned $1.3 Billion in Ad Revenue This Season – Sportico.com
TV ratings for the 2022 NBA Finals may not have managed to return to pre-pandemic levels, but playoff ad dollars were as high as they’ve ever been.
According to iSpot.tv data, Disney and Turner Sports’ coverage of the two-month playoffs brought in $842.4 million in revenue, while official NBA sponsors such as AT&T Wireless, State Farm, Google Pixel, Kia Motors and Taco Bell were chasing after the most spring ad impressions. This marked a 19% increase from the $705.3 million that ESPN, ABC and TNT brought in last year’s delayed playoffs, and a 54% increase from 2019’s haul ( $546.2 million).
Including the six-game finals, which aired on ABC, the 80 postseason basketball games generated 35.1 billion ad impressions, up 26% from a year ago. (Because iSpot adjusted the methodology by which it measures impressions, comparisons to 2019 are not available.) This year-over-year increase is more or less in line with overall post-season delivery gains; according to Nielsen, average television attendance for the 74 games leading up to the NBA Finals was up 21% over the analogous period in 2021, good for an increase of around 800,000 viewers per night.
Among all television properties, the NBA’s ability to entice fans to watch commercials is second only to the NFL. According to iSpot, the league accounted for 3% of all primetime commercial views during the 2021-22 broadcast season, beating college football, men’s college basketball and Major League Baseball, while trailing the NFL’s ad-friendly juggernaut (11%). When the entire 24-hour programming day is added to the mix, the NBA’s share of ad impressions is the fourth highest on television.
When playoff revenue is factored in with dollars generated from the league’s regular season steroid schedule, total NBA ad sales for Disney and Turner Sports totaled $1.31 billion, up 45% from compared to last year’s truncated slate ($905.4 million) and up 39% from the 2018-19 campaign ($943.1 million).
Higher average unit costs and a slightly larger complement of advertising minutes helped amplify the value of live sports, which continues to thrive as the impact of general entertainment programming declines. Excluding sports buys, the average upfront price for a 30-second spot in the broadcast prime fell 28% from the 2018-19 bazaar to $55,000 per person, according to data from the Standard Media Index. During that same three-year window, the total amount of dollars initially committed fell by 35%, for a net loss of approximately $900 million.
As viewers increasingly trade in their cable packages for the commercial-free convenience of Netflix, ad-supported television faces an existential crisis. According to Nielsen, the 106 prime-time entertainment programs aired during the 2021-22 broadcast season averaged 3.78 million viewers per episode, of which only 17% (652,414) were 18-demo members. 49. Since 2019, commercial impressions in original entertainment fare have fallen 24%; at the same time, live sports deliveries are up 8%.
Advertisers who were the biggest investors in the 2021-22 NBA season include State Farm ($40.9 million), AT&T ($39.6 million), Google Pixel ($31.3 million ) and Kia Motors ($27.5 million). The iSpot in-game spending figures do not take into account the presentation of sponsorships (shows at halftime, post-game, etc.). Each of these four brands is an official sponsor of the NBA.
While economic volatility has already started to impact the advertising market (exacerbating an inflation rate that is now at its highest level in 40 years), supply chain issues and labor shortages are widespread), sport should not suffer, at least not in the short term. As Fox CFO Steve Tomsic explained at Credit Suisse’s June 14 communications conference, this year’s upfront was characterized by a “flight to quality” as advertisers bet on live sports recession proof charms. On the entertainment side of the initial ledger, prices softened ahead of what appears to be a weak dispersion market in the fourth quarter.
Junk Ball Drawer
Put it on my bill: Bally Sports New Orleans has signed an extension with the Big Easy’s NBA franchise, in a deal that will see RSN host around 75 regular-season Pelicans games, as well as any first-round playoff games that may come up in the course of the new contract. Although financial terms were not disclosed, the term of the deal, which covers RSN’s streaming and linear television rights, would be for five years. Including the Pelicans, Bally Sports Networks has secured the rights to broadcast in local markets for 16 NBA teams. The team will also begin streaming its games through the Bally Sports+ service when the 2022-23 NBA season kicks off in October.
Hang them: The Texas Longhorns have won 20 games over the past three seasons, and yet the underperforming program continues to be splashed all over the television dial. Steve Sarkisian’s accusations last fall appeared in 10 national television windows, including four shows on ABC and three more outings on Fox. Now that Texas has won over QB’s top rookie Arch Manning, eliminating Eli’s nephew and Peyton from the SEC – Alabama and Georgia were in contention until the 18-year-old announced his commitment to Twitter – look for the ‘Horns to get inserted into more prime-time broadcast windows starting in 2023. Last season, all three Texas night games were shown on cable, an arrangement that excluded some 18 million live homes.
Harvard Man: The NFL arms race continues apace as retired quarterback Ryan Fitzpatrick joins Amazon Prime Video. Thursday night football crew. The 39-year-old will join Hall of Famer Tony Gonzalez and former cornerback Richard Sherman behind the desk at Amazon, where he will contribute pre-game, halftime and post-game coverage. streamer match. Announced by four press releases in the space of 15 minutes, Fitzpatrick’s new gig was secured following Fox NFL’s core team defection to ESPN, Al Michaels’ move from NBC to Amazon and of Tom Brady’s mega-deal with Fox.
Ice cream to see you again: Over the first four games of the Stanley Cup Finals, ABC averaged 4.16 million viewers, an attendance rate that’s effectively stable compared to the comparable streak of the 2019 St. Louis-Boston series. While lineups with the NHL’s pre-pandemic title’s latest tilt are less than ideal — two of the Blues-Celtics outings airing on the now-defunct NBC Sports Network, and the addition of outside audiences to the official tally of Nielsen TV has inflated this year’s numbers to as many as 550,000 viewers per game – ratings data presents an incomplete picture of the impact Disney has had since picking up its share of the NHL rights package last spring. Since then, ESPN+ subscriber numbers have grown 62% to 22.3 million users, a rise that ESPN President Jimmy Pitaro attributes in part to Bristol’s big hockey acquisition.