• Loading stock data...
Wednesday, November 13, 2024
DEADLINE EXTENDED: The Best Employers in Sports survey is now open through Nov. 13 Learn More

Nets Drawing “Yankees-Like” Attention At YES With Durant And Kyrie

Feb 16, 2019; Charlotte, NC, USA; Team Lebron forward Kevin Durant of the Golden State Warrior (35) handles the ball against Team Lebron guard Kyrie Irving of the Boston Celtics (11) during NBA All-Star Game practice at the Bojangles Coliseum. Mandatory Credit: Bob Donnan-USA TODAY Sports
Photo Credit: Bob Donnan-USA TODAY Sports

The call that Howard Levinson of YES Network had been waiting for about the Brooklyn Nets came when he was out shopping with his son.

After staring intently at his phone, his son suddenly grabbed Levinson’s arm and screamed the Nets were landing both Kevin Durant and Kyrie Irving.

Finally, there would be some light at the end of the subway tunnel for the Nets, who have played second fiddle to the New York Knicks in the Big Apple since moving to Brooklyn in 2012. That also brings new hope for the Nets’ local TV ratings, which have annually ranked dead last in the NBA, as well as the possibility of an advertising stampede for YES’ Nets coverage.

As if on cue, the cell phone of YES’ senior vice president of advertising sales blew up with congratulatory calls, emails and text messages. Fast forward a few weeks later and the calls have kept coming for Levinson and YES.

The 27-time world champion New York Yankees have always been YES’ primary ratings and advertising attraction. But since the Durant/Irving news, the Nets have been drawing “Yankees-like attention,” according to Levinson.

How can the signing of Durant, a former NBA MVP, and Irving, the six-time All-Star, impact the franchise’s TV ratings and ad sales in coming years? Consider some numbers.

The Nets’ local ratings increased 22% on the back of the team going 42-40 and making the playoffs last year. However, the team still only averaged a 0.46 household TV rating on YES, the lowest among the NBA’s 30 teams. 

In the last five seasons, the Nets have had the lowest local ratings in every year. In comparison, even the dysfunctional Knicks easily topped the Nets last season, with a 0.9 local rating on MSG. 

READ MORE: How Do Adam Silver And Roger Goodell View Influence of Tech

Granted, Durant probably won’t play during the 2019/2020 NBA season due to injury. But the addition of Irving alone could more than double the Nets’ local TV ratings, according to former ad buyer turned media consultant Brad Adgate. That should in turn help YES command higher ad rates.

“They are coming off a strong season making the playoffs and Kyrie Irving will heighten interest. With Toronto and Boston losing key players, the Nets could be one of the top four teams in the East with Milwaukee, Philly and Indiana,” said Adgate

It will be fascinating to see whether Nets’ ratings can finally top the Knicks in the New York TV market, he added. 

“With YES charging $6 in monthly retrans fees they could finally get their ROI from the Nets,” Adgate said.

The Nets renegotiated its RSN deal with YES in 2015. According to a report in the Sports Business Journal, the team receives a rights fee from the network of around $40 million annually. While the expiration date of the deal is not disclosed, it is believed it runs well into the next decade, according to SBJ.

Led by Levinson, YES’ sales reps started fielding calls from current and outside sponsors even before Durant and Irving made it official. Another YES executive who declined to be named said: “Bottom line, the Nets are hotter than they’ve ever been with our buyers.”

If he knows YES, Levinson’s sales team is already out in the market with increased ad rates, according to Adgate.

“They can mention all the online buzz the team has gotten. Increased ticket sales. The (Nets) can be promoted more on Yankees telecasts,” he said.

YES confirmed the regional sports network has raised its ad rates as a result of the free agent signings.

If the Nets’ ticket and merchandise sales since the duo committed to Brooklyn are any indication, the club’s poised for a ratings and advertising windfall.

Since Durant took to social media June 30 to announce Brooklyn as his next destination, the Nets have already blown past their ticket revenue from the 2018-2019 season, according to spokeswoman Stuart Bryan.

The club’s ticket sales staff received nearly 1,000 inbound phone calls that day alone. The team’s web site experienced a 675% spike in traffic. The team’s online store set sales records on July 1, July 7 and July 9.

READ MORE: TBT Charts Course Into Betting With Genius Sports

Everybody wants to be where the action is. Over the last few months, the Los Angeles Clippers made a contract offer to Nets TV analyst Sarah Kustok.

But Kustok has signed a multi-year extension to stay with the Nets, according to Andrew Marchand of the New York Post.

As for Levinson? “My son thinks I’m a hero,” he says.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NBA’s Declining Viewership Gets Steph Curry Bump

Last Wednesday’s Warriors-Celtics game averaged 2.14 million viewers.

NBA In-Season Tournament Returns: New Name, Fresh Look, Bigger Payout

The league’s in-season tournament is back with a new name and a slightly raised top prize.

DSG’s Future Hangs on Bankruptcy Hearing As MLB Objects to Plan

The bankrupt regional sports network operator will learn whether it will again become a viable company.

Bucks Limited by Salary Cap Woes Amid Early-Season Struggles

Milwaukee is one of four teams above the NBA’s second apron this season.
podcast thumbnail mobile
Front Office Sports Today

Is Jerry Jones Holding the Cowboys Back?

0:00

Featured Today

Former President Donald Trump waves to the crowd as he exits the putting green with his aide Walt Nauta, left, during the final round of the LIV Golf Bedminster golf tournament at Trump National Bedminster on Sunday, Aug. 13, 2023.
opinion

Trump Win Puts Sports Back in the White House

With Trump back in the White House, sports get more political again.
Members of the NY Giants run onto the field to start the game between the New York Giants and the Washington Commanders at MetLife Stadium in East Rutherford on Sunday, Nov. 3, 2024.
November 8, 2024

The NFL Is Becoming the League With No Borders

Where will the NFL go next? International expansion will only get bigger.
November 5, 2024

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.

Chiefs-Bills Clash Could Set Ratings High, and CBS Is Going Big

CBS is set to broadcast “The NFL Today” on-site from Highmark Stadium in Orchard Park, N.Y.
November 11, 2024

Tennis Channel Suspends Journalist Jon Wertheim After Hot Mic Comments About Player’s..

He said the comments were “inadvertently” broadcast.
November 12, 2024

Netflix NFL Christmas Doubleheader Will Be Tracked by Nielsen

The move aligns with how Amazon measures “Thursday Night Football” audiences.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
November 11, 2024

Cowboys’ Struggles Could Lead the NFL to Flex Out America’s Team

The perennially popular team is facing a very different reality this season.
November 8, 2024

NBA Ratings Are Dipping and One Legend Has a Theory Why

NBA teams are averaging 37 three-points attempts per game this season.
November 8, 2024

MLB Fires Back at DSG Plan, Raising Doubt Over Long-Term Viability

The league and the Braves say they “have grave concerns” about the company’s future viability.
November 8, 2024

NFL, UEFA Rights Help Paramount+ Add 3.5 Million Subscribers

The streamer’s quarterly revenue grew by 25% compared to 2023.