Dunleavy also pointed to the NBA playoffs’ reach among audiences as a selling point to advertisers. Viewers were 79% more likely to search for brands they say advertised during the 2022 NBA playoffs on ABC and ESPN, than viewers who saw ads during broadcast and cable primetime programs, according to EDO, a data and analytics company that measures TV advertising. Last year’s NBA championship between the Golden State Warriors and the Boston Celtics averaged 12.4 million viewers, up 22% from 2021. A movie brand would have had to air 12 ads in broadcast and cable primetime programs to generate the same search engagement as one ad in the 2022 NBA playoffs on ABC and ESPN, according to EDO.
“When you have the excitement and reach in this space, it makes sense for advertisers to partner with us,” said Dunleavy. “Those are their windows so we can ensure that each studio has its moment, and that moment isn’t disrupted.”
The NBA playoffs tipped off on April 15 on ABC and ESPN.
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CLARIFICATION: A previous version of this story included names of films that Disney originally said would be highlighted in the sponsorships. Disney said not all films have been confirmed.