National Basketball Association - where amazing happens

A 2007-8 Campaign for the National Basketball Association (NBA) to reverse decline in television viewing (which impacts on fan engagement, ticket sales, sponsorship, merchandising etc.) Core target: men 18-34.

The NBA: Where amazing happens

THE BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

The National Basketball Association (NBA) is one of the most popular sports and entertainment properties in the world with millions of enthusiastic fans. It would, therefore, come as a surprise to most that the NBA faced some business challenges heading into the 2007–08 season.

For three straight years, NBA television viewership had been experiencing a decline.1

This decline needed to be reversed for several key reasons:

  1. Viewership is a critical success measure of a modern sports property.

  2. Viewership numbers also provide a measure of fan interest and engagement,...

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