Target demographic: Male Gen-Z & millennial basketball fans
The league will likely:
- Ramp up ad spend throughout the Finals
- Increase promotional activity
- Seek new agency partners (recent CMO hire)
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: The NBA spent about $14.2m on national TV ads YTD, a slight (3%) increase from $13.8m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend jumped 50% from $18.9m in 2021 to $28.4m in 2022.
- Ad programming: It placed ads during programming such as NBA Basketball, Survivor, Chicago Fire, The Rally, and NBA Today.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The NBA spent nearly $18.3m on digital display ads YTD, a 33% increase from $13.8m spent in this channel during the same time period of 2022.
- YTD data: 2.5b impressions via Facebook (42%), Instagram (29%), desktop display (18%), Twitter (4%), YouTube (4%), mobile display (3%), and desktop video (1%).
- 2021-2022 spend: Full-year spend equaled $39.1m in 2021 and $37m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitter.com, and engadget.com. It placed 1% of these ads through multiple indirect channels onto sites such as yahoo.com, engadget.com, finance.yahoo.com, aol.com, and cnn.com.
Additional channel insights
- Vivvix: The NBA also invests in OOH, print, and local broadcast.
- Top podcasts sponsored: The Dan Le Batard show with Stugotz, Skip and Shannon: Undisputed, The Herd with Colin Cowherd, and No Dunks.
Agency analysis:
- Opportunity: Keep reaching out to the new CMO to see if you can pick up some of the NBA's business.
- Current roster:
- Translation: creative
- Mediahub: media buying & planning
- In-house: media
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
