Along with LeBron James just lately turning into the Nationwide Basketball Affiliation’s all-time main scorer—reside on TNT—Warner Bros. Discovery has another excuse to have a good time.
Because the NBA’s prime stars head to Salt Lake Metropolis this weekend in Turner Sports activities’ first yr below the mixed WarnerMedia and Discovery umbrella, the corporate has offered out its promoting stock for the 2023 All-Star Recreation.
“We’re offered out, and we had the very best yr we’ve ever had,” mentioned Jon Diament, evp of promoting gross sales at Warner Bros. Discovery, noting there’s a “bunch of causes” behind the record-breaking yr.
Warner Bros. Discovery formally offered out the weekend about two weeks in the past and noticed a “flurry” of exercise proper earlier than the Tremendous Bowl.
“This yr, the All-Star sport falls just a few days after the Tremendous Bowl, so that you get lots of advertisers that spent some huge cash creating commercials that doubtlessly work nicely for them, they usually wish to proceed their run of that artistic,” mentioned Diament.
A Tremendous Bowl spot may value north of $7 million for 30 seconds in 2023, however WBD declined to reveal the sticker tag for the All-Star Recreation.
Getting within the sport
Warner Bros. Discovery noticed 23 new advertisers signal on for this yr’s All-Star Recreation, and the strongest classes embody alcohol, telco, film studios, auto and insurance coverage.
Moreover, 30 advertisers “dramatically” elevated spend for the 2023 weekend, in response to Diament.
Although most classes remained robust, crypto was the “one large class that’s hurting.” Gaming remained widespread, and journey has come again.
Whereas many advertisers within the All-Star sport spend with WBD and the NBA all yr, the weekend serves as a jumping-off level for the second quarter, main into NBA and NHL playoffs in addition to March Insanity.
“It’s our candy spot for Warner Bros. Discovery sports activities. Then we actually turn into a must-buy when you’re an advertiser attempting to succeed in scale in sports activities,” Diament mentioned. “Persons are gravitating towards large occasions, and that is actually considered one of them.”
A bunch of sponsors
Alongside a robust slate of advertisers, the NBA and Warner Bros. Discovery attracted greater than 15 sponsors for the occasion.
Kia is the presenting sponsor for the All-Star sport itself, in addition to the All-Stars Abilities Problem, NBA on TNT Postgame and Contained in the NBA. As well as, CarMax will sponsor a 90-minute tip-off present.
TNT and TBS will simulcast the primary All-Star draft, introduced by Jordan Model, reside earlier than the sport, with the primary half-hour of the draft additionally simulcast on Bleacher Report. The model can be the sponsor of Jordan Rising Stars, a showcase of 4 groups made up of the NBA’s and G League’s greatest younger expertise, and the Cartoon Community Particular Version of the NBA All-Star Slam Dunk contest.
AT&T is presenting the common Slam Dunk contest.
Tip-off time
The 2023 All-Star sport suggestions off on TNT on Feb. 19 at 8:30 p.m., TNT’s 21st consecutive year airing the occasion. Candace Parker will make her All-Star Recreation commenting debut, turning into the primary lady to name the motion.
Ernie Johnson, Charles Barkley, Shaquille O’Neal, Kenny Smith and Draymond Inexperienced will likely be over on TBS for an alternate telecast, which WBD sees as a possibility to herald further viewers.
“It’s incremental attain for the networks. It doesn’t cannibalize viewership,” mentioned Diament.
And it’s a boon for advertisers, too, as viewers will see the identical adverts on each TBS and TNT.
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