BMW, Mitsubishi, Volvo and Microsoft "are among the
latest bluechip businesses to sign on as first-time
advertisers for Turner Sports' coverage of the NBA,"
according to Langdon Brockinton of the SPORTSBUSINESS
JOURNAL. The U.S. Marine Corps, the U.S. Air Force, Datek
Online, Remington Products and Stihl tools "will also be
making their first foray into Turner's pro hoops coverage."
Brockinton writes that the companies' decisions to "join a
substantial list of other companies that had previously been
lined up could be an indication that corporate advertisers
are quickly forgetting the NBA's labor woes." Industry
sources said that 30-second spots on Turner's regular-season
NBA telecasts are going for $20,000-22,000 apiece
(SPORTSBUSINESS JOURNAL, 10/25 issue). MEDIAWEEK's Michael
Freeman writes that sports media buyers estimate TNT and TBS
are securing 10-12% CPM increases in adults 18-49 and 25-54
demos. Freeman notes "the quickest sign of recovery" from
the lockout came "on the local/regional front," as Nielsen
Sports Marketing Service research indicated that 16 RSNs
posted rating gains last season, three held even and "only
eight showed signs of slippage." Also, "half" of the 28
local TV station rightsholders "posted year-to-year rating
gains" (MEDIAWEEK, 10/25 issue).
