NBA All-Star Game a Slam Dunk for TNT | Adweek NBA All-Star Game a Slam Dunk for TNT | Adweek
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NBA All-Star Game a Slam Dunk for TNT

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The big turnout for the actual game came on the heels of a banner evening for NBA All-Star Saturday Night, which averaged 8.09 million total viewers. Presented by State Farm, the series of events topped the year-ago deliveries by 23 percent.

At the break, TNT’s NBA deliveries are up 30 percent year over year, with an average draw of 2.38 million viewers in 38 broadcasts. Season to date, the 2010-11 NBA campaign is the most watched season in Turner’s 27 years as an NBA broadcast partner. 

Demand for a piece of the weekend was so great that Turner Sports raked in an estimated $36.5 million in All-Star Game ad sales, a leap of 25 percent, versus last year’s take. For the second consecutive year, TNT’s All-Star Game telecast was presented by Kia Motors. Sibling auto nameplate Hyundai also reprised its 2010 positioning, repeating as the presenting sponsor of the postgame show.

Other auto brands that ponied up for 30-second spots during in-game coverage were Acura, Chrysler and Ford.

While the game itself was a mixed bag––the first half was marked by particularly sloppy play––it picked up nicely in the latter half as Miami’s LeBron James helped rally the East to within shooting distance. The West hung on for a 148-143 victory, as Kobe Bryant scored 37 points on his home court.