Here’s an interesting article from TVWeek about the NBA’s marketing campaign for the upcoming playoffs. The NBA is way up in their ratings this year, in large part due to Boston, Cleveland, and Orlando all bringing in valuable east coast ratings.
This marketing campaign is a push to generate excitement about the playoffs, and try and sell whatever unsold advertising remains. The NBA has found that their best strategy is to bring their stars into the spotlight, and that’s exactly what they’re doing for this campaign. The campaign asks “Where Will Amazing Happen This Year?” and features high definition, slow-motion black and white video of their top players making clutch plays. The spots will air on ESPN, ABC, and TNT.
I thought it was interesting that the playoffs at large sell well, but the NBA finals are actually considered a tougher sell. Apparently the combination of its high ratings and advertiser’s desire to spend less money makes for a tough sell for a relatively expensive spot during the finals.