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NBA Cash Grab: Four Media Giants Set to Scramble for Ad Dollars as Games Leave Warner Bros. Discovery
Four media giants are poised to scramble for billions in NBA ad dollars as the league moves to NBC and Amazon next season
When the NBA bounces later this year from Warner Bros. Discovery’s TNT cable network to NBCUniversal’s NBC and Peacock and Amazon’s Prime Video, the league will spark perhaps the biggest transfer of audience and advertising dollars in the history of the medium since CBS lost a decades-old contract with the NFL to Fox in 1993. Warner could be in similar straits: The company is projected to lose $1.1 billion in TV advertising in 2026, approximately 23% of its total this year, according to Robert Fishman, an analyst with MoffettNathanson, due in large part to the absence of the NBA on its networks for the first time since 1989. These executives said Amazon hasn’t taken the pugnacious stance it did when it first tried to line up ad support for “Thursday Night Football.” At the time, the company pushed potential sponsors to match the prices they were paying for highly rated Sunday-afternoon games on Fox.
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