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SBD/Issue 150/Sponsorships, Advertising & Marketing
Brand Integration Continues On NBA Telecasts; Is It Too Much?
Published April 23, 2009
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ADVERTISING HOLDING STEADY: MEDIA LIFE MAGAZINE's Kevin Downey reported NBA advertisers through February spent $125M on games, down slightly from $128M a year ago, a "decent showing considering the major cutbacks by domestic automakers." And for the postseason, analysts and media buyers "expect enough demand from other categories to offset the cuts by Detroit." Horizon Media VP & Dir of National Television David Campanelli: "I've been hearing they'll be flat -- similar dollars coming off a very strong year last year." Downey noted ad demand "had been good despite the economy largely because advertisers are feeling good about the game." Sports Business Group President David Carter: "You have the opportunity for big-market teams to make a strong run and major players like [Cavaliers F LeBron James against Lakers G Kobe Bryant] in the finals." Downey noted there also is a "prevailing sense that because of the economy people are staying home to watch games on TV, rather than paying for out-of-home entertainment" (MEDIALIFEMAGAZINE.com, 4/21).