SBD/March 1, 2011/Marketing and Sponsorship

Apple Of Their Eye: Carmelo's No. 7 Knicks Jerseys Sold Out For The Next 30 Days

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About 50,000 Anthony jerseys expected to be on shelves over next 30 days
The supply of Knicks F Carmelo Anthony jerseys "has been depleted" after adidas shipped roughly 17,000 jerseys to retailers in the 72 hours after Anthony was traded last week, according to sources cited by Darren Rovell of CNBC. The sources indicated that “another 50,000 jerseys are scheduled to be on the shelves over the next 30 days." Retailers have “expressed concern over the amount of time it would take them to get in Anthony jerseys, fearing that fans might choose the cheaper more available items like #7 Anthony T-shirts, of which 20,000 were shipped to retailers in the days after" the trade became official. NBA Exec VP/Global Merchandising Group Sal LaRocca said that “having enough jerseys to satisfy the marketplace immediately isn’t a realistic expectation.” LaRocca said with the unpredictability of player movement, “expecting accurate inventory forecasts and potential demand in each market for jerseys is unrealistic.” LaRocca: “As a result, our partners have historically shipped all the inventory they have on-hand immediately and have increased production accordingly, just as they are doing today." Rovell wrote “time will tell whether the month wait will turn into a big miss for retailers.” Fans who order “the cheapest replica for $45 on NBAStore.com, will find that the note says ‘leaves warehouse in 7 weeks’” (CNBC.com, 2/28).

ALL EYES ON MELO: MSG Network has seen a 182% increase in its HH ratings since Anthony joined the team. The Knicks are averaging a 4.28 local rating through the first three games with Anthony on the team, compared to a 1.52 average for the 51 games prior to his arrival. The three games on MSG are also averaging a 5.78 rating in the male 18-34 demographic, up 165% compared to the 2.18 rating for the first 51 games this season. Through 54 games on MSG Network this season, the Knicks are averaging a 1.67 HH rating, up 62% from a 1.03 rating over the same period last season. MSG Network is also averaging a 2.38 rating in the male 18-34 demo for Knicks games, up 151% from a 0.95 rating last season at this time (MSG Network). BLOOMBERG NEWS’ Mason Levinson reported the Knicks-Heat game Sunday night “earned the best preliminary local television rating ever for an ESPN regular-season” NBA game in N.Y., earning a 4.3 rating in the market. That topped an ‘03 Lakers-Rockets game “that featured a matchup of Shaquille O’Neal and then-rookie Yao Ming, which earned a 3.5 rating.” Sunday's game earned a 6.8 local rating in Miami, making it “the second-best rating for an ESPN NBA regular-season game in that city," behind only the Heat's home opener this season against the Magic on Oct. 29, which drew a 9.3 rating (BLOOMBERG NEWS, 2/28). NEWSDAY’s Alan Hahn notes ESPN is “looking to add more Knicks games to its NBA schedule in the final eight weeks of the season.” The Knicks are scheduled “to play twice more on ESPN” (NEWSDAY, 3/1).
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