History Repeating: Celtics-Lakers Finals A Boon For ABC, NBA

Lakers-Celtics Finals Match Up Should Be Ratings Boon For ABC

With the Celtics and Lakers meeting Thursday in the NBA Finals for the first time in 21 years, the matchup "is a godsend for the league and television partner ABC after years of declining interest," according to Michael Wilbon (WASHINGTON POST, 6/1). The HOLLYWOOD REPORTER's Paul Gough writes Celtics-Lakers "is just what the ratings doctor ordered: A high-powered, star-filled matchup (Kobe Bryant vs. Paul Pierce) as well as a rematch of past East Coast and West Coast powerhouses" (HOLLYWOOD REPORTER, 6/2). In New York, Stephen Hart wrote, "After too many appearances of the bland [Spurs F] Tim Duncan and the offensively-challenged Pistons, this is the Finals matchup that I -- and trust me, commissioner David Stern and ABC -- was looking for" (STATEN ISLAND ADVANCE, 6/1). In L.A., Mike Bresnahan wrote Celtics-Lakers will be "intriguing, laden with superstars and heavy with symbolism matched only by an expected meteoric rise in TV ratings" (L.A. TIMES, 5/31).

AD RATES, RATINGS GUARANTEES UP: SPORTSBUSINESS JOURNAL's Lombardo & Ourand report ESPN/ABC "already was enjoying a virtual sellout of ad inventory with a full week to go before the Finals were scheduled to start." ESPN was charging up to $400,000 for a 30-second spot, and the net is "so bullish about the Finals ... that it boosted its ratings guarantee to advertisers to a 9.5, up from last year's 8.5." While most advertisers have bought across the whole season,  ESPN/ABC Sports Consumer Marketing & Sales President Ed Erhardt said that some inventory "will be available for last-minute advertisers." Erhardt: "We are pacing well ahead of last year's demand, and while a lot of the business is already presold, there will be late scatter" (SPORTSBUSINESS JOURNAL, 6/2 issue).