Through five months of the NBA season so far -- with the start of playoff action looming in four weeks -- national TV advertising is 28% higher to an estimated $656.9 million so far, according to iSpot.tv.
Total impressions are also comparably higher -- 22% more to a total of 29.8 billion -- from 136,448 airings of commercials this season.
Top-paying national TV brands this year include Google Pixel ($22.7 million), AT&T Wireless ($14.7 million), State Farm ($14.6 million), Kia Motors ($11.3 million), Carmax, ($9.9 million), T-Mobile ($9.9 million), American Express ($9.8 million) and Taco Bell ($9.5 million).
Quick-serve restaurants garnered the biggest number of impressions so far at 3.39 billion; followed by auto/general insurance, 1.90 billion; wireless communications marketers, 1.85 billion; and automotive, 1.76 billion.
Top network impressions so far have been nearly equal between TNT (10.4 billion) and ESPN (9.9 billion). ABC, with fewer
games, is at 5.1 billion.
Other networks: NBA TV is at 2.4 billion; ESPN2, 441.5 million.
EDO Ad EnGage’s Search Engagement Volume (SEV) over the five-month period has TNT at 10,770 for brands on NBA basketball programming, with ESPN at 10,950; and ABC at 4,700.