Ad spend increases for NBA game shows


Austin Karp here, replacing Terry Lefton, who is on assignment this week.

I’ve been caught up in the first six episodes of “Winning Time” on HBO, and I’m a fan of the Adam McKay comedy/drama (and maybe in minority opinion if my Twitter feed is any indication). While some elements of the show are a little over the top, I appreciate the grounded look at the Lakers of the 80s – especially the sports industry nuggets sprinkled in from time to time.

“Keep swimming.” — Dory.

Advertisers returned to nationally televised NBA games this season as spending on those shows increased 114% from the COVID-shortened 2020-21 season, according to an analysis of iSpot data. TV.

A full season of 82 games led to more brands participating in increased advertising in 2021-22 (even with increased prime-time TV ad rates), resulting in an estimated ad spend of $449 $.6 million for NBA games broadcast nationally, up from $209.8 million last time. season with 72 games (a 14% increase in game inventory). About 112 brands spent more than $1 million on national TV ads for NBA games this season, nearly double last season’s figure.

State Farm once again spent the most on TV ads during NBA national game telecasts during the 2021-22 regular season, spending an estimated $13.7 million, up from $7.6 million last season. . State Farm also had the most-viewed ad at NBA games with its “Photo Shoot” spot featuring Suns G Chris Paul and Hawks G Trae Young (171.2 million impressions).

Google Phones was the second largest advertiser during games with $11.6 million spent, followed by Taco Bell ($10.8 million), GEICO ($10.4 million) and AT&T Wireless ($10 million). ). Of the top 10 brands by ad spend, seven are league sponsors. There were three brands in the top 10 in the telecommunications category (Google Phones, AT&T Wireless and T-Mobile) and three in insurance (State Farm, GEICO and Progressive). McDonald’s, which was No. 2 in NBA ad spend last season, hasn’t cracked the top 10 this season.

Top Brands by National TV Ad Spend
during NBA games in the 2021-22 season (by iSpot.TV)
1 State Farm* $13.7 million
2 Google phones* $11.6 million
3 Taco Bell* $10.8 million
4 GEICO $10.4 million
5 AT&T Wireless* $10.0 million
6 KIA* $8.4 million
7t American Express* $8.0 million
7t T-Mobile $8.0 million
9 CarMax* $7.9 million
ten progressive $7.4 million
REMARK:* = Official NBA sponsor.

While Modelo was not among the top 10 brands by estimated TV ad spend, its “The Fighting Spirit of Damian Lillard” spot was second best by impressions at 152.8 million. Last season, Hennessy got the most impressions at NBA games with his “New Lines” spot.

Document without title
Most Viewed Brand Ads on National TV Shows
NBA games of the 2021-22 season (by iSpot.TV)
1 State Farm* “Photo shoot” 171.2 million
2 Model “The Fighting Spirit of Damian Lillard” 152.8 million
3 Google phones* “Anthem: NBA” 150.8 million
4 Coors Light “Mascots” 149.8 million
5 Heineken “Health Without Alcohol” 146.6 million
6 Nissan “Electric cars for electric drivers” 144.5 million
7t State Farm* “Rings” 143.5 million
7t Gatorade* “The possibilities of the moment are born” 143.5 million
9 CarMax* “Call Your Shot: Instant Deals” 131.5 million
ten wing stop “Gym” 123.4 million
REMARK:* = Official NBA sponsor.

In terms of categories accounting for the most ad impressions during NBA games (excluding the networks themselves), QSRs rank first at 12.1%, followed by auto/casualty insurance (7.3%) and automobiles (6%).

Volkswagen recently added to its sports sponsorship portfolio, becoming the automatic sponsor of the Galaxy and its MLS venue, Dignity Health Sports Park in Carson, California. SBJ’s Michael Cupello notes that this expands the German brand’s football portfolio in North America, which has included deals with Soccer, USL, USMNT MF Weston McKinnie, NWSL San Diego Wave FC F Alex Morgan, USL Las Vegas Lights and Liga MX clubs Chivas, Queretaro, Monterrey and Pumas.

In Europe, Volkswagen’s football portfolio includes UEFA, Bundesliga clubs Red Bull Leipzig and VFL Wolfsburg, LaLiga clubs Osasuna and Huesca, Serie A club Napoli and Paris St.-Germain F Neymar.

Now Volkswagen plans to push two of its luxury brands – Porsche and Audi – into F1 from 2026. Audi is reportedly looking to take a stake in McLaren’s F1 team, while Porsche is pursuing a partnership with Red Bull Racing.

To learn more about how global companies are interacting and changing the sports landscape, visit SBJ Atlas.

Neymar, Alex Morgan and Weston McKinnie are among the footballers sponsored by Volkswagen

Some of the recent crypto offerings in and around the sports sector:

  • Tissot tomorrow will be the first sponsor to have a brand integration with NBA Top Shot that incorporates a pack drop queue giveaway. Players featured are Stephen Curry, Spencer Dinwiddie, Monte Morris, Cameron Johnson and Kelly Olynyk.

  • The Cowboys have a new deal with London-based for expanded sponsorship, a month after the NFL lifted category barriers, SBJ’s Ben Fischer reports.
  • Socios, which cannot sell its usual product to NFL fans under the league’s blockchain policy, is launching a major marketing campaign with 13 team deals in hopes that day will come soon, according to Fischer . Socios becomes a sponsor of the Falcons, 49ers, Eagles, Dolphins, Bears, Steelers, Ravens, Browns, Chargers, Buccaneers, Giants, Rams and Commanders, bringing total number of team contracts to 14, including one with Kraft Sports & Entertainment in November that includes the Patriots.
  • Roger Penske has an extensive deal with Tom Brady’s NFT company, Autograph, to create digital collectibles around IndyCar, the Indianapolis 500, Indianapolis Motor Speedway and Team Penske, notes SBJ’s Adam Stern.
  • The Warriors, through their partnership with FTX, become the first professional sports team to roll out a responsive NFT collection ahead of the NBA playoffs, reports SBJ’s David Rumsey.

  • Deloitte has renewed its sponsorship as the Official Professional Services Provider of American Football, SBJ’s Ted Keith reports.
  • SBJ announced our final class of forty winners under the age of 40 this week. Those with ties to sports marketing/sponsorship/advertising/licensing include Amy Azzi of T-Mobile, Matt Davis of Anheuser-Busch, Gina Hagedorn of CSM Sport & Entertainment, Tucker Kain of Fanatics and Lindsay Ulrey from American Express.
  • Sportfive, formerly Lagardère, is bolstering its US consulting division with the acquisition of sports marketing, entertainment and events company Wolfe Solutions, notes SBJ’s Terry Lefton.
  • Licensing and sponsorship are the most lucrative parts of the American Cornhole League, commissioner Stacey Moore told SBJ. A key partnership is with Utah-based, whose ACL-licensed boards sell for up to $500 each, while premium beanbags go for $100 for a set of eight.
  • Interstate Batteries President Norm Miller pointed to Joe Gibbs’ commitment to the brand as key to his NASCAR team sponsorship, writes SBJ’s Bill King. Gibbs was a fixture in the Interstate hospitality area before every race, signing autographs and posing for photos.

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