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| (Image Source: NBA.com Philippines) |
The National Basketball Association (NBA) recently announced that the 2023-24 regular season delivered record-breaking social and digital engagement in several countries across Asia-Pacific, more particularly in the Philippines, as well as increased merchandise sales. The basketball-loving nation is ranked #2 in average viewership and watch hours outside of the U.S., respectively. Average viewership on NBA League Pass in the Asia Pacific (APAC) region increased by 54% year-over-year, reaching its highest mark ever in the region. On the other hand, the inaugural NBA In-Season Tournament – now named the Emirates NBA Cup – generated 74% higher viewership on NBA League Pass than non-cup games during the same period.
The NBA collaborated with more than 20 celebrities and influencers across Australia, Indonesia, Japan, Korea and the Philippines with a combined 90 million followers including K-pop sensation LE SSERAFIM to attend NBA games and events and create localized content for fans in the region. Driven by the success of “Republika ng NBA Month” in December which was the league’s first-ever month-long celebration of NBA fandom in the Philippines, content on the league’s localized social media accounts in the Philippines generated a record 116 million video views throughout that month – the highest mark ever of any country in the region. The NBA Philippines Facebook following grew to 6 million fans, the most of any regional NBA Facebook page. Through February 2024, foot traffic at the two NBA Stores in the Philippines, located in SM Megamall and at the SM Mall of Asia, increased by more than 175% year-over-year. Through the said period, sales at the said NBA Stores as well as NBAStore.com.ph – the official online NBA Store in the Philippines – doubled year-over-year.
The road to the 2024 NBA Finals is now underway with the Boston Celtics facing the Indiana Pacers in the Eastern Conference Finals and the Dallas Mavericks taking on the Minnesota Timberwolves in the Western Conference Finals. With that much said, the Association debuted its 2024 NBA Finals campaign with a cinematic gem entitled “The Toast" which can be seen on television and is now streaming across all @NBA social platforms and the NBA App. NBA Legend and three-time NBA Champion Dwyane Wade gathers a cast of former champions and famous NBA fans – Ray Allen, Mike Breen, Ken Jeong, Magic Johnson, Jimmy Kimmel, Isiah Thomas, Queen Latifah and the newest members of the Chicago Sky Kamilla Cardoso and Angel Reese – to celebrate the pinnacle of the NBA season with a toast “to the Finals". The spot was directed by Dave Laden and created in collaboration with independent creative agency Translation. The campaign will also be extended through complementary creative in out-of-home, digital, audio and print assets including a pop-up activation at the Governor’s Ball Music Festival in New York on June 7-9, 2024. Beyond the creative, the Finals campaign will also be supported by the second Larry O’Brien Trophy Tour as Larry visits famous places and faces on the road to crowning the next NBA Champion. “The Toast" can be viewed at https://www.youtube.com/watch?v=KOuKuCBV5pA. Also, check out https://www.youtube.com/watch?v=aDbwTNY5__0 for behind-the-scenes footage of the cast on set discussing the filming of “The Toast".
Filipino basketball fans will now have more reasons to rejoice as RPTV – a fresh new free-to-air channel offering sports, news, and entertainment in the Philippines – began broadcasting the NBA Conference Finals and will air the NBA Finals 2024 starting June 7, 2024. With the NBA finding its new home on free TV via RPTV, Filipinos will get to enjoy the thrilling on-court action of the NBA postseason for free and be anticipated for the start of the league's new regular season. Launched last February 1, 2024 in collaboration with TV5 and MediaQuest as content providers, RPTV has been delivering public service, entertainment, and sports programming that caters to the diverse interests of Filipinos and the whole family. RPTV also provides free access to an assortment of local and international professional sports leagues including basketball (PBA, PBA D-League and FIBA), volleyball (Premier Volleyball League) and more. “Bringing the NBA to more Filipino homes reinforces our commitment to make RPTV the go-to channel for the best sports content in the country,” said TV5 President and CEO Guido R. Zaballero. RPTV is available on Channel 9 Analog, Channel 19 DTT, Channel 18.3 DTT, and over 300 cable and satellite providers nationwide, and via the Cignal Play OTT app. The NBA Conference Finals and NBA Finals will also be airing on One Sports, Pilipinas Live and NBA TV Philippines.
