The NBA may be back on the court, but not all its fans are back in their seats. In a new poll by Grey Advertising's MediaCom
, New York, nearly 70% of respondents said they won't watch basketball on TV this year. MediaCom surveyed more than 1,000 people on their opinions about the lockout-shortened NBA season now under way. "In short, the danger for the NBA is the peripheral viewers, where our study shows that the NBA has suffered its greatest loss and is vulnerable," said MediaCom Co-Managing Director Jon Mandel. "For us, there's the fact that any significant loss of viewers also results in the loss of reliable media for marketers." There was some good news for marketers--76.3% of respondents said their attitudes toward advertisers on NBA games haven't changed. Only 11.3% of respondents said they're less likely to think favorably of NBA sponsors.
Copyright February 1999, Crain Communications Inc.