National Basketball Association
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National Basketball Association
Introduction
In today's increasingly competitive media industry, the acquisition of sports broadcast
rights is an essential tactic for networks and organizations. The great majority of individuals,
regardless of their other viewing habits, like watching sporting events, making them essential to
the media industry. In this article, we will explore why it makes sense for a television network to
spend money on sports broadcasting rights. It goes into the sports sector's unique benefits,
including its committed fan base, one-of-a-kind live events, high advertising yield, increased
brand exposure, and sustainable business model (Torres-Ronda et al., 2022). This further
cements sports' position as a cultural force in the media and entertainment sectors, demonstrating
the significance of sports programming to the television industry.
Why is acquiring the broadcast rights for the NBA a good decision for Turner? Buying the rights to broadcast NBA games would be a smart business move for Turner
Broadcasting System. The NBA's massive audience, lucrative market value, the unique
advantages of sports broadcasting, and the longevity of such an agreement all work in Turner's
favour. The NBA is usually an excellent place to begin when researching basketball. The NBA's
global reach is primarily thanks to its international fan base. As a result, NBA games often draw
in millions of viewers and have a committed fan base. The advertising holy grail, high TV
ratings, directly results from this kind of interest. NBA games are often used as a platform for
advertising efforts due to the large and passionate crowds who attend them. Turner should
acquire the rights to telecast NBA games to increase its advertising revenue and reach the NBA's
vast fan base (Kaplan, 2022). The broadcast rights to NBA games are costly due to the high
demand for live sports programming. Traditional television will always include live events, even
if sports fans may skip advertisements by recording and viewing shows later. Because NBA
games are aired live, viewers are obligated to tune in at certain times, providing timely exposure
for marketers. Many advertisers are willing to increase their budgets in order to target fans who
will be attending live sports events. Turner bought the rights to air NBA games to cash in on the
popularity of live sports coverage.
On the other hand, the NBA is so much more than simply the games. Supplementary
features include before and postgame presentations, player interviews, and highlight reels. The
longer the audience stays focused, the better for the advertisers and sponsors. By providing its
fans with the finest NBA-watching experience across all of its platforms, Turner can maximize
the return on investment of its NBA rights. The NBA's broadcast rights are now owned by
Turner, giving the network a huge boost. The National Basketball Association is regarded as the
pinnacle of professional sports, making it a perfect fit for Turner's slate of original programming.
This might lead to an increase in Turner's total audience size and ad income.
The NBA's diverse fan base strongly supports Turner's pursuit of these rights. People
from all walks of life and all regions of the world have become fans of the league. Access to this
wide range of people increases companies' chances of connecting with consumers. Turner may
benefit from this variation by offering marketers expensive, specialized bundles. Buying NBA
broadcast rights is a smart move for the future. The National Basketball Association (NBA) is
more than just a sports league; it has become a global cultural phenomenon. Turner has the
resources it needs to become a significant player in the sports broadcasting industry. This sets the
path for more growth, partnerships, and sponsorship in the sports media industry. The move by
Turner Broadcasting System to acquire the rights to air NBA games was a brilliant strategic
move. The NBA's large and devoted fan base, one-of-a-kind advantages of live sports
programming, interconnected content ecosystem, prestige added to Turner's portfolio,
demographically diverse fan base, and long-term strategic value make it an intriguing and
potentially successful purchase proposition
(Slater et al., 2022). Landing the NBA as the league's
home would be a game-changer for Turner in terms of long-term performance, advertising
money, and viewership.
Why is purchasing the broadcast rights for sports valuable to a television company
For several reasons, a TV network should pay for airing athletic events. Compared to
other forms of media, sports broadcasting has unique opportunities, such as reaching a large and
diverse audience, making money via advertising, establishing a name for oneself, and enjoying
sustained success. To begin, no one label can accurately describe the passionate and diverse
sports fan community. Football, basketball, and soccer fans come worldwide to cheer on their
favourite teams and players. Sports content is highly sought after by broadcasters due to the loyal
followings of sports enthusiasts. Massive sporting events draw in millions of viewers every
week, making them prime time for ads.
The thrill of competitiveness stems from the element of surprise. Unlike movies and TV
shows, sporting events can only be taped and shown later, revealing crucial narrative points. The
anticipation this "appointment viewing" creates drives more excellent game attendance. In order
to attract more viewers, sponsors are willing to pay more for each commercial minute during live
sporting events. With this monopoly, sports will remain a significant selling point for traditional
television. In addition to the games, sporting events may include various other entertainment.
The television industry may air specials before and after games, analysis, player interviews, and
highlight reels to increase audience engagement and keep them hooked to the screen.
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Partnerships and product endorsements may reach a wider audience with increased audience size
(Paulsen, 2022).
Adding sports shows to a network's schedule has no adverse effects. Broadcasting the
National Football League, National Basketball Association, or FIFA World Cup lends a network
a sense of superiority and exclusivity. Broadcasting major sporting events may boost a network's
profile, attracting new viewers and enhancing the network's ad income. In addition, a specific
demographic tunes in to sports programming on broadcast TV
(Bowman et al., 2022). There is a
wide range of ages and backgrounds represented among sports fans. Marketers rejoice at this
diversity because it increases their audience size. Businesses in the television sector may
differentiate themselves from rivals by providing individualized advertising solutions for their
customers. Buying the rights to broadcast sporting events is more of a long-term strategic
investment than a fast way to make money. Journalists will always have subjects to write about
as long as sports continue to captivate audiences and new and exciting developments emerge. TV
network's acquisition of these rights will boost its standing in the sports media business, creating
opportunities for further growth, collaboration, and advertising. If a network regularly airs its
favourite sports, viewers will likely remain subscribers. Buying the rights to air athletic events on
television is a good investment for a network. The vast and varied fan base, the scarcity and
urgency of live events, the advertising revenue potential, the chance to build brands, and the
industry's longevity all contribute to sports broadcasting's attractiveness as a financial venture.
Networks that spend money on the rights to air athletic events are likelier to keep their audience
tuning in for the long haul.
Conclusion
In conclusion, if a network wants to stay relevant in today's media market, it has to invest
in the rights to televise athletic events. The value of athletic events is unparalleled because of
their rare and exclusive broadcasts, extensive and varied fan audiences, advertising revenue
potential, opportunities to create a brand, and extended shelf lives. When TV networks pay for
these rights, they gain fans and credibility as market leaders, which allows for more innovation
and cooperation. No matter what happens to the TV ratings market, sports will always be a safe
bet because of their widespread popularity.
References
Bowman, R. A., Harmon, O., & Ashman, T. (2022). Schedule inequity in the national basketball association.
Journal of Sports Analytics
, 1–16. https://doi.org/10.3233/jsa-220629
Kaplan, S. M. (2022). Putting a price on popularity: Evidence from superstars in the National Basketball Association.
Economic Inquiry
. https://doi.org/10.1111/ecin.13065
Paulsen, R. J. (2022). Peer effects and human capital accumulation: Time spent in college and productivity in the National Basketball Association.
Managerial and Decision Economics
. https://doi.org/10.1002/mde.3617
Slater, K., Burch, L. M., & Zimmerman, M. H. (2022). On the “Basketball Africa League”: Framing Analysis of the Broadcast Commentary of an African Professional Basketball League.
Communication & Sport
, 216747952211034. https://doi.org/10.1177/21674795221103408
Torres-Ronda, L., Gámez, I., Robertson, S., & Fernández, J. (2022). Epidemiology and injury trends in the National Basketball Association: Pre- and per-COVID-19 (2017–
2021).
PLOS ONE
,
17
(2), e0263354. https://doi.org/10.1371/journal.pone.0263354
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