After a long season that had plenty of twists and turns, we've arrived at the NBA Finals. On Thursday, the two-time defending champion Golden State Warriors will take on the Toronto Raptors in a matchup that hopefully has a bit more drama than last year's four-game Finals sweep to end the year.We already know what happened on the court. But what happened off the court as the NBA Playoffs were heating up? Below, we share some insights from iSpot, CreatorIQ, Inscape and Tubular Labs.
From the start of the first round on April 13, through the end of the conference finals on May 25, the NBA Playoffs generated 29.5 billion ad impressions on an estimated TV spend of $624.9 million, according to TV ad measurement and attribution company iSpot.tv. Top brand advertisers for the playoffs to this point have included Progressive (estimated $18.1 million), AT&T Wireless ($17.6M), Kia ($16.1M), Corona Extra ($16M) and Burger King ($15.1M). In total, 15 different brands have spent at least $10 million on NBA Playoffs advertising so far.
While the brands above represented the largest estimated spend, they only made up a small fraction of that near-$625 million total. But across brand categories, it's obvious a few own a sizeable share of the ad conversation. Just five categories quick serve restaurants, automakers, beer, insurance and wireless companies made up 43.2% of the entire TV ad spend.
Of course, the NBA players themselves are a huge draw for fans excited to see how their favorite basketball stars will perform under pressure so we examined audience demographics for two key players of the tournament using insights from CreatorIQ, influencer marketing software that helps companies run brand ambassador campaigns with content creators.
Stephen Curry (Golden State Warriors)
Whether you love or hate him, there's no denying that Steph Curry is an NBA star, and he has the followers to prove it. Although his biggest audience is on Instagram (25.4 million followers, average engagement rate of 2.55%), his YouTube channel has a higher engagement rate (645.8K subscribers, 2.7% engagement rate). Curry's overall audience across social platforms is 65% male, and 73% of fans are from the U.S. The largest age demographic is 18-24 years old.
Via CreatorIQ
As the celebrity that he is, there's no surprise that Curry often works with brands. Recently, he did sponsored posts for Infiniti:
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