Turner will also use several new ad format innovations during the game's broadcast from Staples CenterGETTY IMAGES
Turner Sports Exec VP/Ad Sales Jon Diament said that commercials during the NBA All-Star Game on TNT are "completely sold out," according to Jon Lafayette of BROADCASTING & CABLE. The entire three-day All-Star weekend, "filled with fan and sponsor activities, is sold out as well." Ad revenue for last season’s All-Star programming "rose 30%" to $36.9M. TNT NBA halftime sponsor American Express "expanded its deal with Turner to also become the sponsor of the American Express Road Show," a four-day festival at L.A. Live near Staples Center. JBL is "sponsoring a basketball court where fans can show off their skills, Jack Daniel’s Tennessee Honey is hosting a mobile music studio and Tissot has put its brand on the 24-Second Challenge quiz contest." Turner has also "formed a partnership with Intel to provide a virtual reality version of the All-Star Game, the dunk contest and other activities." Meanwhile, viewers can "expect to see some of the ad format innovations popping up in sports programming, including picture-in-picture ads that don’t interrupt fans’ view of the arena, and six-second ads that also aim to be less disruptive." Many ad packages also "include Bleacher Report," which will "have a major presence" at the ASG (BROADCASTING & CABLE, 2/12 issue).
