Earlier this summer, the NBA took center stage during the 2023 finals, featuring the Denver Nuggets against the Miami Heat, when the Nuggets took home their first NBA title. A week later, the draft showcased the latest group of young athletes eager to leave their mark on professional basketball. So, as the Nuggets claimed their championship and the sport welcomed a new wave of potential superstars, the league once again demonstrated its knack for captivating audiences – reaffirming its position as top-tier sports entertainment programming.
With millions of viewers tuning in, the NBA offers advertisers an engaged fan base with a remarkable platform to not only strategically reach precise audiences, but also increase brand awareness and achieve favorable ROAS.
Score with Surging Viewership
According to the NBA, the 2022-2023 season garnered more nights with 1 million plus viewers than any other major league sport in the U.S. In parallel, the playoffs achieved an impressive 2.7 rating and attracted an average audience of 5.12 million viewers across ABC, ESPN, TNT, and NBA TV. This notable viewership performance signifies the NBA’s highest average viewership in five years, and the third highest in the past decade.
Adding to the excitement, this past NBA season accounted for 15 of the top 20 most-watched programs among viewers under 50, during the months of April to June. This significant statistic holds value for advertisers who strategically align campaigns with key holidays like Earth Day, Mother’s Day, Memorial Day, and Father’s Day, unlocking a world of engagement opportunities (hint, hint).
A Perfect Layup for Today’s Advertisers
With the next NBA season fast approaching, there is still time for brands to plan advanced targeting strategies and leverage world-class data to engage avid basketball fans – who will undoubtedly be tuning in throughout the entire season. Cadent’s audience-first approach through Aperture Platform, gives advertisers access and scalability to a wide range of robust segments such as:
- Enthusiastic NBA fans and NBA TV viewers
- Dedicated followers of the NBA playoffs
- Frequent visitors to NBA arenas
- NBA 2K interest propensity
- Coinbase buyer propensity
Multi-Channel Opportunity from Screen to Screen
It’s no surprise fans are viewing sports across a variety of devices and screens while multitasking on other devices. According to a recent study, NBA viewers will simultaneously look at a second screen to browse social media, ad-addressable websites, and sports apps, or play mobile games presenting multi-channel marketing potential. Yet, to reach these viewers exactly where they are, it’s crucial to work with an end-to-end partner for effective brand messaging deployment.
Cadent’s data-driven solutions simplify the execution of cross-screen advertising, unifying audiences, inventory, and measurement. Cadent enables brands to reach consumers across linear, OTT, and digital video formats for a more personalized and engaging experience. With an unparalleled depth of coverage across 90+ cable networks, 1100+ broadcast stations, and 100+ million households through CTV, Cadent connects audiences to the entire TV ecosystem through our patented cookie-less technology and drives quantified business results with comprehensive campaign reporting and measurement analytics.
Next Steps for NBA Advertisers
As the NBA season approaches, capitalizing on advanced targeting solutions and amplifying reach through innovative platforms like Aperture Platform, brands can engage audiences across multiple channels for a truly immersive advertising experience.
Ready to activate data-driven TV for your next NBA campaign?