THE 2015 NBA PLAYOFFS

A guide to local advertising opportunities

ADVERTISING OPPORTUNITIES DURING THE NBA PLAYOFFS

THE HIGHLIGHT OF THE SEASON

• A 4-round playoff system that puts the top teams together, in which the conference champions play for the NBA title

• The quarterfinals round brings more games and more excitement as a best-of-five series

• The semifinals, conference finals and finals are a best-of-seven series

The Playoffs mean more games, more drama and more exposure with NBA fans for your brand.

WHAT YOU NEED TO KNOW

THE 2014 NBA PLAYOFFS HEADLINESThe ‘Heat’ was on as the top teams ‘Spurred’ into action.

• The San Antonio Spurs were the 2014 NBA Champions, winning their 5th title in the past 16 seasons, all five with star center Tim Duncan and head coach Greg Popovich.

• The Spurs defeated LeBron James and the two-time defending champion Miami Heat in a rematch of the 2013 Finals, this time winning 4 games to 1.

• Third-year Spurs forward Kawhi Leonard was named Finals MVP, and at 22 years old, is the third youngest ever to win the award and the youngest since Magic Johnson in 1980.

Fans won’t miss a shot – make sure your brand is there too.

WHO’S WATCHING

PLAYOFFS FANS ARE YOUR CUSTOMERS

Basketball attracts affluent and well-educated viewers who are more likely to…• Have a post graduate degree (112 index)• Go back to school in the next year (143 index)• Have household income of $250,000+ (106 index)• Buy a house, condo, or co-op (146 index)

THOSE WATCHING BASKETBALL ON CABLE TV ARE:

Women34%

Men 66%

Series10%

10%

20%

30%

15%

21%19% 18%

14% 13%

18-24 25-34 35-44 45-54 55-64 65+

Gender Base: Adults 18+

Source: Scarborough USA Plus Research, Au13-Sept14, Total Survey Area, Adults 18+. Target Definition: Sports Viewed on Cable TV Networks. Past Year: NBA playoffs or Regular Season NBA. Population Estimates: Universe = 242,977,984; Target = 30,520,840 (12.6% of Universe)

2014 NFL DraftWWE Monday Night Raw

Pretty Little Liars South Park

2014 NBA Draft Hit the Floor

• ESPN tallied over 9M tweets for NBA Playoffs in 2014.

• The largest social activity came during the Miami Heat vs Indiana Pacers May 28th game, logging 1.6 millions tweets.

• TNT is king with their audience tweeting over 16.5 million times about the NBA Playoffs in 2014.

• 48% of those Tweeting about the NBA Playoffs were also talking about other TV programs, of which 90% were on cable, including:

• ESPN’s SportsCenter

• Adult Swim’s:The Boondocks

• MTV’s 2014 MTV Movie Awards

• VH1’s Love & Hip Hop: Atlanta

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.

1. Source: Millward Brown Digital + Twitter, December 2013Source: SocialGuide Inc. Affinity Report: April 2014 – June 2014. NBA Pulled 4/24/15.

NETWORKS & PROGRAMS

SOCIAL TV ENGAGEMENTPeople who tweeted about NBA Playoffs also tweeted about these:

GENRES CATEGORIES

Reality

Drama

Comedy

Documentary

Sports talk

LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE

Programming with a strong social presence increases ad recall by up to 33%.1

NBA PLAYOFFS MADE A BIG PLAY ON TWITTER LAST SEASON.

YOUR NBA PLAYOFFS ON-AIR OPPORTUNITY

• Conference Quarterfinals: Saturday, April 18 – Sunday, May 3 ESPN, ESPD, TNT• Conference Semifinals: Monday, May 4 – Sunday, May 17 ESPN, ESPD, TNT• Conference Finals: Tuesday, May 19 – Monday, June 1 ESPN, ESPD, TNT• NBA Finals: Thursday, June 4 – Friday, June 19 ESPD

PREMIERESSaturday, April 18th

5:30pm – 8:00pm ET

Target Demo: M 18-24, M18-34, M18-49

Demographic HH A18-34 A18-49 A25-54 A35-64

National Ratings 3.4 2.4 2.2 2.2 1.9

Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on national program averages from previous 2 seasons and are subject to change; actual performance may vary by market, episode, etc.

The NBA Playoffs are about to kick off to see who can win the best of 7, claim the Eastern and Western

conference titles, and ultimately win the championship. Sports always scores with Social with the 2014 NBA

Playoffs logging 7.4 million tweets for ESPN and 10.1 millions tweets for TNT Playoff coverage spans April

18th – June 19th on ESPN, ESPN Deportes and TNT.

LEARN MORE

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