The dramatic ups and downs of the 2023-24 NBA season, from key injury returns to do-or-die play-in games, ultimately came to a swift ending when the Boston Celtics clinched the Finals in five games for their 18th franchise title.
TV advertisers might have hoped for a more extended final showdown, but that doesn’t take away from what was a big year in the NBA — setting new highs in terms of ad effectiveness throughout the season.
According to EDO’s Basketball TV Outcomes Report, the NBA continues to hold strong as one of TV’s most engaging consumer media properties. But, which brands and programs emerged as the season’s all-stars? Lace up your sneakers and read on to find out where and how advertisers used the NBA to generate key consumer engagements like brand searches and website visits — actions that are proven predictors of future sales.
Courtside Kings: 2024’s Most Engaging TV Advertisers
While the popularity of basketball is surging across the board, including WNBA and the NCAA men’s and women’s games, the NBA has retained its crown as the top court for advertisers. The NBA Finals was the most engaging basketball event of the year, delivering an 86% greater ad effectiveness as compared to the average primetime TV ad on broadcast or cable.
The NBA Playoffs, too, saw significant gains of 39% greater per-person, per-second ad engagement, while regular season game airings came in at 12% above the primetime average.
Just like the NBA’s ever-changing team standings, this year’s advertiser leaderboard saw a mix of traditional powerhouses and surprising newcomers, across categories like sportswear, pharma, restaurants, electronics, and autos. While the report highlights a full list of top brand performers, the five most engaging winners were:
- New Balance, +330% (more likely engagement than average NBA advertiser)
- Denny’s, +211%
- Bimzelx, +210%
- Dave, +201%
- Temptations, +197%
The New Generation: Rising Stars Boost Ad Performance
As contemporary legends like LeBron James and Stephen Curry round out the final chapters of their storied careers, a new generation of NBA superstars is stepping up — both on the court and in TV ads. These rising stars are driving significant lifts in ad engagement, compared to spots from the same brands that don’t feature their celebrity cameos:
- Jayson Tatum boosted SoFi ad effectiveness by 15% in “All Your Ambitions”
- Anthony Edwards’s “Too Easy” delivered a staggering 1,236% lift for Bose
- Chet Holmgren and Shai Gilgeous-Alexander improved AT&T ad performance by 58% in “What a Pro Wants”
Even the NBA season’s most effective TV spot rode the excitement around this new generation. New Balance’s top-performing ad, “24 Brand Anthem,” outperformed the average NBA ad by an astounding 392%.
The spot features a wide-ranging cast of young talent, including hoopers Tyrese Maxey, Jamal Murray, and Cameron Brink, as well as young stars from the worlds of tennis, track and field, soccer, baseball, and the WNBA. This star-studded approach clearly resonated with NBA fans, driving engagement through the roof.
Elevate Your Media Buy with Basketball TV Insights
Media buyers can't afford to miss their shot during the next NBA season. That's why EDO measured TV outcomes for every ad airing during the 2023-24 basketball season, including brand and category insights across WNBA and NCAA game airings. For a granular breakdown of ad performance by category, brand, program, and more, check out the full report and start planning your championship-caliber strategy.