You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract TNT Makes Shaquille O'Neal a Big Part of Campaign Promoting NBA's Return Network Aims to Draw Casual Fans With Shaq's Fame and Christmas Day Opener By Dan Hirschhorn, Published on December 07, 2011 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.