NBA Finals Ads: Winners and Big Brand Losers

Brands are making big bets on the NBA Finals, but will targeting the wrong audience bring some major advertisers down?

While everyone else is paying attention to whether or not the Warriors will avenge last year’s loss with a decisive sweep, Networked Insights is paying attention to something a little different – the relevance of advertisers during the NBA Finals and how consumers are reacting to advertising on game days.

Like Steph Curry and Kevin Durant, the movies “Baby Driver” and “War for the Planet of the Apes,” are performing like all-stars during the NBA Finals with well-targeted trailers playing throughout the Finals that are resonating with social audiences.

By comparing conversation volume about these topics on the days of games 1, 2, and 3 of the NBA Finals this year to volume on non-game days since 5/19/17 (using our analysis platform Kairos), we found that these movies have all seen over a 120% lift in conversation on game days versus non-game days.