SBD/November 30, 2011/Marketing and Sponsorship

NBA's TV Partners Try To Win Back Advertisers For Lockout-Shortened Season

Levy said Turner already has a strong base of NBA corporate advertisers
The NBA and its TV partners "are scrambling to make up for 16 missed games and an estimated $100 million in lost ad revenue as a result of the league’s 149-day lockout," according to Claire Atkinson of the N.Y. POST. Rival networks "that don’t air NBA games were able to poach advertisers that normally would buy time on nets that do carry the NBA." Ad execs said that the league’s broadcasting partners now "are trying to woo back advertisers, including offering them attractive rates if they buy ad packages for the remainder of this season and into next year." United Entertainment Group CEO Jarrod Moses, whose company reps NBA advertisers, said that the NBA's broadcast partners "are dangling 'futures' deals to some advertisers who commit to buying time during this season and the 2012-13 season." Broadcasters are "still waiting for word on the NBA’s revised 2011-12 schedule, which likely won’t be released until next week at the earliest." Turner President of Sales, Distribution & Sports David Levy said, "Fourth quarter, there is not a lot of inventory, there’s not a lot of games. We’re focusing on first-quarter scatter, and we already have a strong base of NBA corporate advertisers" (N.Y. POST, 11/30).
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