Though the NBA "doesn't have a significant broadcast TV presence each season (via its deal with ABC) until Christmas Day, cablers ESPN and TNT will be affected immediately, along with NBA-owned NBA TV," by the cancellation of the first two weeks of the season, according to Jon Weisman of DAILY VARIETY. TNT had an opening-night doubleheader featuring a Mavericks-Bulls and Lakers-Thunder, while ESPN had a doubleheader that next night with Heat-Knicks and Lakers-Warriors (DAILY VARIETY, 10/11). MULTICHANNEL NEWS' Mike Reynolds notes all three networks will be "looking to find substitute programming." The national nets reportedly must pay rights fees "to the league, with the funds distributed to the clubs." But Reynolds notes "those monies would be rebated as games are missed." Reynolds cites sources as indicating that "Turner will likely turn to off-network series to fill the hoops gap on TNT" (MULTICHANNEL.com, 10/11). ADWEEK's Anthony Crupi cites a national TV buyer as saying, "ESPN is in a much better situation because they have so many different programming options that they can offer. They've got five days a week of college basketball, which you can't beat for replacement value." Crupi notes Turner "is likely to push time in late night (TBS' "Conan," Adult Swim) and on its off-net comedy acquisition, 'The Big Bang Theory,' while spots in the prime-time TNT dramas 'Southland' and 'Leverage' will be available in January." Initiative Senior VP & National Broadcast Dir Kevin Collins said, "The cable entertainment networks who targets young adult males -- Spike TV, FX, Discovery Channel -- are going to be the big winners if there is no NBA season. But I don't think it'll come down to a full-season write-off. There's too much at stake for both sides." Media buyers said that they are "proceeding as if the season will tip off in early December, adding that many clients are holding off on making any commitments for the second quarter of 2012" (ADWEEK.com, 10/11).
SEARCHING FOR OTHER PROGRAMMING: Ad-tracking unit Kantar Media reported that advertisers "spent $807 million on NBA games that aired on cable and network TV last season." The WALL STREET JOURNAL's Kevin Clark cites an exec at a company that airs NBA games as saying that a short delay to the NBA season "wouldn't threaten the lion's share of that revenue, however, because ad spending is heavily weighted to the latter portion of the NBA season." Collins said that "ad dollars that should be going to NBA games are likely to flow to other young male-adult-skewing programming" such as the NHL and cable nets like Spike and FX (WALL STREET JOURNAL, 10/11).
