As linear TV gets increasingly reliant on live sports audiences, it puts even more attention and importance on leagues like the NBA. And the 2022-23 season was no different for the Association. The NBA increased household TV ad impressions 6.7% year-over-year during the regular season, and nearly 23% during the playoffs before the Finals started.
That’s just the start of the NBA’s impressive TV advertising performance, however. The highlights below showcase how the NBA scores impressive reach (and more) for brands. Download the full report for more transparency into the biggest TV ad moments from the season.
Lakers Score For Advertisers
LeBron James and the Lakers keep winning for brands, as Los Angeles participated in four of the top 6 regular season games by household TV ad impressions (including the No. 1 contest, a Mar. 5 game vs. the Warriors). The team’s deep playoff run also led to the Lakers playing in two of the top four playoff series by average TV ad impressions per game.
Primetime Performer
NBA games accounted for over 54% of ESPN and TNT TV ad impressions in primetime from Oct. 18, 2022-June 12, 2023 – 4.4x more than the next program. Over the course of the playoffs, the NBA accounted for 17% of primetime ad impressions across all of TV (No. 1 overall).
Special Delivery
Quick-serve restaurant (QSR) brands accounted for nearly 11% of all TV ad impressions during national NBA games this past season, making it the No. 1 industry overall. NBA games also delivered the second-most QSR TV ad impressions during the timeframe, only trailing the NFL.
Rebrand Rises During Playoffs
PepsiCo renamed Sierra Mist to Starry during the regular season, and put a significant focus on the rebrand during the NBA Playoffs this year. Starry was one of the 15 most-seen playoff advertisers in 2023, using spots featuring Keke Palmer and (the 76ers’) Tyrese Maxey. It also had the most playoff TV ad impressions of any brand that didn’t appear during last year’s postseason.
Don’t miss your chance to put points on the board during NBA games during the 2023-24 season. Contact iSpot today to learn more about NBA TV advertising, and how we can help position you for a winning year.