TNT's NBA ASG Ad Inventory 80% Sold; Net Expects Strong Ratings

The NBA moves into the February 12-14 All-Star Weekend with a "full head of steam," as TNT has "moved 80[%] of its All-Star hoops ad inventory, thanks in part to a resurgence of auto and retail business," according to Anthony Crupi of MEDIAWEEK. Turner officials expect that this year's game will make its ratings guarantees "despite going head-to-head against NBC's Winter Olympics." Turner Sports Exec VP/Ad Sales & Marketing Jon Diament noted the NBA "attracts a much greater concentration of young male viewers than the Olympics." Crupi noted TNT this week "to ensure optimal viewer turnout" is beginning its "All-Star marketing blitz, a blend of prime-time broadcast and cable spots, radio, and print, including USA Today, Sports Illustrated, ESPN the Magazine and Entertainment Weekly." Meanwhile, some of the "more vulnerable categories are coming back to TV sports." Retail, auto and financial service commitments "are on the rise, and last year's replacements are staying put," and on the domestic auto front, Ford "has bought :30s across the slate" (MEDIAWEEK.com, 1/24).

GIVE ME MORE: TNT and singer Usher have partnered to feature the song "More" as part of the net's marketing campaign for the All-Star Game. An exclusive music video for the song will serve as a promotional spot airing in 600 Regal Cinemas beginning Friday. Ads also will air across Turner's entertainment networks, including TNT, TBS, CNN, HLN, Cartoon Network and truTV. The spot will feature clips from the music video mixed with footage of NBA players, including Lakers G Kobe Bryant, Celtics F Kevin Garnett, Cavaliers F LeBron James, Hornets G Chris Paul and Heat G Dwyane Wade (Turner).