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SBD/Issue 200/The Back of the Book
Baller ID: T-Mobile, AT&T Mobile Among Top NBA Advertisers
Published July 8, 2008
T-Mobile topped all NBA advertisers in national TV spending between November '07-April '08 with $11.9M. The auto category was well represented during NBA games this season, as seven of the top 25 and 15 of the top 100 were automobile manufacturers, with Lincoln-Mercury, a division of Ford, leading the way with $5.8M. Among the top 25, Mitsubishi Motors devoted the largest percentage of its total ad spend to NBA national TV games, with 16.1% of the company's ad spending during that time frame. Among QSRs, both Taco Bell and Wendy's beat out NBA sponsor McDonald's, and in the beer category, both Miller and Coors beat out NBA sponsor Anheuser-Busch. The following lists the top 25 NBA advertisers by national TV from November '07-April '08 (Nielsen).
|
TOP 25 LEADING NBA ADVERTISERS
|
||||
|
(spending by national TV, Nov. '07 - Apr. '08)
|
||||
|
RK
|
COMPANY
|
NBA SPEND
|
TOTAL SPEND
|
% NBA
|
|---|---|---|---|---|
|
1
|
T-Mobile*
|
$11,877,136
|
$129,472,070
|
9.17%
|
|
2
|
NBA
|
$11,384,977
|
$13,215,802
|
86.15%
|
|
3
|
AT&T Mobile
|
$7,401,491
|
$476,851,680
|
1.55%
|
|
4
|
Lincoln-Mercury
|
$5,796,034
|
$88,194,653
|
6.57%
|
|
5
|
Toyota*
|
$5,468,082
|
$182,681,596
|
2.99%
|
|
6
|
Taco Bell
|
$5,145,742
|
$94,675,808
|
5.44%
|
|
7
|
Southwest Airlines
|
$5,030,374
|
$77,432,480
|
6.50%
|
|
8
|
Hyundai
|
$4,897,291
|
$104,901,279
|
4.67%
|
|
9
|
Wendy's
|
$4,793,579
|
$109,204,788
|
4.39%
|
|
10
|
Pepsi
|
$4,736,826
|
$152,022,150
|
3.12%
|
|
11
|
McDonald's*
|
$4,344,353
|
$166,265,207
|
2.61%
|
|
12
|
GMC Truck
|
$4,292,943
|
$65,951,760
|
6.51%
|
|
13
|
Dodge
|
$4,244,161
|
$90,275,407
|
4.70%
|
|
14
|
Mitsubishi Motors
|
$4,171,150
|
$25,906,408
|
16.10%
|
|
15
|
U.S. Marine Corps.
|
$4,148,028
|
$33,572,258
|
12.36%
|
|
16
|
Chrysler
|
$4,121,408
|
$41,095,481
|
10.03%
|
|
17
|
Honda
|
$4,092,573
|
$116,014,085
|
3.53%
|
|
18
|
Verizon
|
$3,764,852
|
$372,595,712
|
1.01%
|
|
19
|
Coca-Cola*
|
$3,648,058
|
$93,355,974
|
3.91%
|
|
20
|
Coors
|
$3,442,606
|
$58,759,530
|
5.86%
|
|
21
|
Miller Brewing
|
$3,400,658
|
$66,614,260
|
5.11%
|
|
22
|
Geico
|
$3,187,617
|
$143,016,789
|
2.23%
|
|
23
|
Nike
|
$3,095,604
|
$63,305,947
|
4.89%
|
|
24
|
KFC
|
$2,914,821
|
$89,453,526
|
3.26%
|
NOTES: * = Official NBA sponsor. Other official NBA sponsors in the top 100 of NBA ad spending include Kia Motors America ($2.5M), Kia Motors Corp. ($2.0M), Anheuser-Busch ($2.0M) and Haier ($791,432).
