Submitted by Brandon Foster
March 21, 2019 / 09:14 AM
If there’s one thing you should know about the NBA, it’s that it’s a league of stars. Always has been. And stars are born in the NBA playoffs. LeBron James, Kobe Bryant, Michael Jordan, Magic Johnson, Larry Bird, and Kareem Abdul-Jabbar are legends because of their signature playoff performances.
The NBA playoffs continue to capture our collective attention at a fast-break pace, and fans are increasingly tuning into the earlier rounds on cable TV. Take the 2018 playoffs for example:
- The first round of the NBA postseason averaged 3.2 million viewers across five networks (four of which are cable)– the best of any first round since 2014.
- First-round games carried on cable TV were the top shows in their respective primetime windows on 12 of the 15 nights they aired.
- Regional sports cable networks carrying the first round of the playoffs saw viewership rise 17% year-over-year.
- The second round on ABC, TNT and ESPN was the most-watched second round since 2013.
- Game 7 of the Western Conference Finals was the second-most watched NBA game in cable TV history.
While the playoffs attract a national audience, the opportunity for local advertisers is a big one. The NBA playoffs begin with 16 teams, meaning fans in up to 16 different cities will be focusing in on each and every game in the first round.
And you know what other sport has 16 entrants and competes in a seven-game series format? The NHL, which has its fair share of star power.
Like the NBA, NHL fans are tuning into the playoffs at historic rates. NBC Sports’ coverage of the first three rounds of the 2018 Stanley Cup Playoffs (78 games) was the most-watched playoffs in 21 years and was up 7% year-over-year. And last year’s Western Conference Finals’ total audience delivery was up 23% year-over-year.
If that’s not enough to convince you that advertising during the NBA and NHL playoffs is a game-winner, here are three more reasons – the Comcast Spotlight “Hat Trick,” if you will.
- The NBA and NHL playoffs offer a compelling proposition for brands looking to reach a highly-engaged, affluent local audience. NBA fans are 147% more likely and NHL fans are 144% more likely to have streamed live sports compared to the average U.S. adult, and are 37% more likely and 69% more likely, respectively, to have a household income of $150k, according to National Scarborough data.*
- The opportunity to get in front of your audience is a slam dunk. Of the four major sports, the NBA and NHL have the most playoff games airing on cable. Comcast Spotlight will have between 54 and 93 ad-insertable NHL playoff games between NBC Sports Network, USA, and CNBC, as well as between 52 and 91 ad-insertable NBA playoff games between ESPN and TNT.
- Reach super-fans watching the games on TV, and wherever they go online. The NBA and NHL Playoffs sponsorships from Comcast Spotlight are super-charged with premium video in-stream audience extensions targeting NBA and NHL fanatics behaviorally, geographically and demographically across all screens.
The NBA and NHL playoffs offer both plenty of star power and opportunities to showcase your business in front of the right audience, and Comcast Spotlight will help you put your brand in all the action.
For more information, fill out this form, give us a call (1-888-877-9799), or contact your local Comcast Spotlight representative.
*Scarborough (Dec16-May18): Adults that have watched NHL (Regular Season or Playoffs) on Cable in the past year.