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The National Basketball Association is bringing back its viewers, but there’s more than one way to grow an audience.
The NBA has named Tammy Henault its new chief marketing officer. Currently the svp of marketing at streaming at Paramount+, Henault joins a league that just had an average of 3.3 million people watch its season-opening doubleheader on TNT.
The league’s also wrapping up a season in which viewership climbed 19% on TNT, ESPN and ABC. Global subscriptions to its League Pass platform were up 30% last season, while its 13 million social media views were a 7% increase from the year before.
But Henault isn’t tasked with simply bringing in more viewers.
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