Ad Spending For NBA Games Reportedly Flat As Season Begins
Ad spending on NBA broadcasts “is flat,” and “few new advertisers are coming in
to drive growth,” according to media buyers cited by Andy Bernstein of SPORTSBUSINESS
JOURNAL. While the NFL and NASCAR post “high single-digit and sometimes double-digit
price increases” annually, the NBA will see “only a mid-single digit bump this
year.” But that still “outpaces the slumping prime-time ad market.” Turner Sports
Senior VP/Ad Sales Trish Frohman said that prices on a CPM basis “are up in the
mid to high single digits, and nothing has been written for less than a 6[%] bump.”
Bernstein reports T-Mobile, the league’s new wireless sponsor, has replaced Verizon
as title sponsor for TNT’s halftime show, and league-partner Toyota has signed
an ad deal with Turner. Nokia, Hyundai and Southwest Airlines all return as sponsors
of TNT’s NBA broadcasts this season. Sony PlayStation will be the presenting sponsor
for “Premiere Week” telecasts on TNT (SBJ,
10/31 issue). Frohman said TNT has sold 80% of its Q4 NBA inventory. Frohman
added that “for the entire season, TNT has sold about 60[%] of its NBA inventory,
with the NBA All-Star Game also sold out at that level thus far” (MEDIAWEEK,
10/31).
NOTHING BUT NET: MULTICHANNEL NEWS’ R. Thomas Umstead reports members of
TNT’s NBA studio team will appear on the net’s new broadband video service on
NBA.com beginning November 17. TNT talent will develop original content, cover
breaking news and “provide perspective on league issues and stories.” Turner Sports
President David Levy said that TNT’s streaming video approach “could also extend
to its other sporting events, including its pro-golf coverage and [NASCAR] events”
(MULTICHANNEL NEWS, 10/31 issue). TNT Senior VP & Coordinating Producer
Jeff Behnke said that TNT’s “broadband spin-off was not being started out of any
frustration with ESPN’s boundless, multimedia reach.” Behnke: “The whole branding
of our network is not as an all-sports network. It’s a very different setup, and
the way technology is moving, this is a perfect way to take advantage of our talent”
(N.Y. TIMES, 11/1). Levy added of TNT’s broadband offering, “Now if something
happens in the NBA on Friday, the fans won’t have to wait until the following
Thursday to find out what our analysts think about it” (DAILY VARIETY, 11/1).
TNT’s Ernie Johnson will have an online camera at his house (USA TODAY, 11/1).
TNT NOTES: In Indianapolis, Mark Montieth reports TNT taped segments “designed
to poke fun” at [new analyst Reggie Miller after the Pacers’ practice Sunday,
to be aired during tonight’s opening doubleheader. Among the players who participated
were Pacers F Ron Artest, F Scot Pollard and G Sarunas Jasikevicius (INDIANAPOLIS
STAR, 11/1). Behnke noted that TNT tonight will launch a new feature called
“TNT NBA Planet,” which “will consist of several long form features and short
vignettes about domestic and international players” that will run throughout the
season (TNT).
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NBA TV Adding “The White
Shadow” To Programming Line-Up |
NBA TV: TV WEEK’s Jon Lafayette reported NBA TV is adding reruns of “The
White Shadow” to its line-up, “marking the first time the network has carried
a scripted series.” Also, 20th Century Fox is putting out on DVD the first season
of the show, which ran on CBS from ’78-81. NBAE has created “White Shadow” DVD
commercials and a two-minute vignette about the series that will appear during
the episodes. NBA TV will also telecast live a “White Shadow” event November 9
at the NBA Store in N.Y. Fox is paying for the promotion (TVWEEK, 10/31 issue)....DAILY
VARIETY’s John Dempsey noted this week’s “original programming highlight” on NBA
TV is “Phil & Larry: The Maverick and the Purist,” a documentary about Lakers
coach Phil Jackson and Knicks coach Larry Brown (DAILY VARIETY, 10/31).
LOCAL NOTES: FSN Utah ran a newspaper ad “urging fans to contact their
cable or satellite providers to carry” Jazz games. The ad comes after Comcast
refused to pay to carry 13 additional Jazz games through FSN. Dish Network and
two other Utah cable companies have “agreed to show the extra games” (SALT
LAKE TRIBUNE, 11/1)....MSG has added TNT’s Kenny Smith as a Knicks game analyst
to fill in for Walt Frazier on “about 20 games.” Smith will retain his TNT position
(N.Y. POST, 11/1)....Brandon Tierney is taking over for Spencer Ross on
ESPN-1050 as host of Knicks pre- and postgame shows. Sources indicated that ESPN-1050
execs “pushed MSG Network execs to move Tierney into Ross’ role.” Ross will “handle
all player and coach interviews” on the pre- and post-game simulcasts (N.Y.
DAILY NEWS, 10/29) ....The Bobcats will air pregame, halftime and postgame
shows live from a studio in Charlotte Bobcats Arena, with WFNZ-AM’s Gary Williams
as host. WJZY-UPN and Time Warner’s News 14 will feature halftime and postgame
shows for all Bobcats home games. All 19 broadcasts of Bobcats home games on News
14 will feature a 30-minute pregame show (Bobcats)....The Raptors have
launched Raptors NBA TV HD, which will begin airing on Bell ExpressVu tonight.
The channel will feature as much as 80 hours of HD programming each week (MLSE).
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