Ad Spending For NBA Games Reportedly Flat As Season Begins

Ad spending on NBA broadcasts “is flat,” and “few new advertisers are coming in to drive growth,” according to media buyers cited by Andy Bernstein of SPORTSBUSINESS JOURNAL. While the NFL and NASCAR post “high single-digit and sometimes double-digit price increases” annually, the NBA will see “only a mid-single digit bump this year.” But that still “outpaces the slumping prime-time ad market.” Turner Sports Senior VP/Ad Sales Trish Frohman said that prices on a CPM basis “are up in the mid to high single digits, and nothing has been written for less than a 6[%] bump.” Bernstein reports T-Mobile, the league’s new wireless sponsor, has replaced Verizon as title sponsor for TNT’s halftime show, and league-partner Toyota has signed an ad deal with Turner. Nokia, Hyundai and Southwest Airlines all return as sponsors of TNT’s NBA broadcasts this season. Sony PlayStation will be the presenting sponsor for “Premiere Week” telecasts on TNT (SBJ, 10/31 issue). Frohman said TNT has sold 80% of its Q4 NBA inventory. Frohman added that “for the entire season, TNT has sold about 60[%] of its NBA inventory, with the NBA All-Star Game also sold out at that level thus far” (MEDIAWEEK, 10/31).

NOTHING BUT NET: MULTICHANNEL NEWS’ R. Thomas Umstead reports members of TNT’s NBA studio team will appear on the net’s new broadband video service on NBA.com beginning November 17. TNT talent will develop original content, cover breaking news and “provide perspective on league issues and stories.” Turner Sports President David Levy said that TNT’s streaming video approach “could also extend to its other sporting events, including its pro-golf coverage and [NASCAR] events” (MULTICHANNEL NEWS, 10/31 issue). TNT Senior VP & Coordinating Producer Jeff Behnke said that TNT’s “broadband spin-off was not being started out of any frustration with ESPN’s boundless, multimedia reach.” Behnke: “The whole branding of our network is not as an all-sports network. It’s a very different setup, and the way technology is moving, this is a perfect way to take advantage of our talent” (N.Y. TIMES, 11/1). Levy added of TNT’s broadband offering, “Now if something happens in the NBA on Friday, the fans won’t have to wait until the following Thursday to find out what our analysts think about it” (DAILY VARIETY, 11/1). TNT’s Ernie Johnson will have an online camera at his house (USA TODAY, 11/1).

TNT NOTES: In Indianapolis, Mark Montieth reports TNT taped segments “designed to poke fun” at [new analyst Reggie Miller after the Pacers’ practice Sunday, to be aired during tonight’s opening doubleheader. Among the players who participated were Pacers F Ron Artest, F Scot Pollard and G Sarunas Jasikevicius (INDIANAPOLIS STAR, 11/1). Behnke noted that TNT tonight will launch a new feature called “TNT NBA Planet,” which “will consist of several long form features and short vignettes about domestic and international players” that will run throughout the season (TNT).

NBA TV Adding “The White Shadow” To Programming Line-Up

NBA TV: TV WEEK’s Jon Lafayette reported NBA TV is adding reruns of “The White Shadow” to its line-up, “marking the first time the network has carried a scripted series.” Also, 20th Century Fox is putting out on DVD the first season of the show, which ran on CBS from ’78-81. NBAE has created “White Shadow” DVD commercials and a two-minute vignette about the series that will appear during the episodes. NBA TV will also telecast live a “White Shadow” event November 9 at the NBA Store in N.Y. Fox is paying for the promotion (TVWEEK, 10/31 issue)....DAILY VARIETY’s John Dempsey noted this week’s “original programming highlight” on NBA TV is “Phil & Larry: The Maverick and the Purist,” a documentary about Lakers coach Phil Jackson and Knicks coach Larry Brown (DAILY VARIETY, 10/31).

LOCAL NOTES: FSN Utah ran a newspaper ad “urging fans to contact their cable or satellite providers to carry” Jazz games. The ad comes after Comcast refused to pay to carry 13 additional Jazz games through FSN. Dish Network and two other Utah cable companies have “agreed to show the extra games” (SALT LAKE TRIBUNE, 11/1)....MSG has added TNT’s Kenny Smith as a Knicks game analyst to fill in for Walt Frazier on “about 20 games.” Smith will retain his TNT position (N.Y. POST, 11/1)....Brandon Tierney is taking over for Spencer Ross on ESPN-1050 as host of Knicks pre- and postgame shows. Sources indicated that ESPN-1050 execs “pushed MSG Network execs to move Tierney into Ross’ role.” Ross will “handle all player and coach interviews” on the pre- and post-game simulcasts (N.Y. DAILY NEWS, 10/29) ....The Bobcats will air pregame, halftime and postgame shows live from a studio in Charlotte Bobcats Arena, with WFNZ-AM’s Gary Williams as host. WJZY-UPN and Time Warner’s News 14 will feature halftime and postgame shows for all Bobcats home games. All 19 broadcasts of Bobcats home games on News 14 will feature a 30-minute pregame show (Bobcats)....The Raptors have launched Raptors NBA TV HD, which will begin airing on Bell ExpressVu tonight. The channel will feature as much as 80 hours of HD programming each week (MLSE).