Universal Pictures Roars To Top Of NBA Finals Advertiser List

NBA Finals audiences this June saw quite a few ads for theatrical releases during games, as data from iSpot shows. Over the course of the seven-game series, theatrical release promos were the No. 2 ad category – only behind quick serve brands – and Universal Pictures was the No. 1 advertiser by TV ad reach.

At least in part, it's Universal utilizing its place as a future (starting with the 2025-26 season) NBA rights holder to make the most out of this summer's releases. The studio aired spots for six different movies during the Finals, led by Jurassic World Rebirth, The Bad Guys 2 and How To Train Your Dragon.

• Universal Pictures accounted for 4.44% of all household TV ad impressions during the NBA Finals on ABC – more than even presenting sponsor YouTube TV (3.63%); though floor ad placements and audible mentions during the broadcasts wouldn't count for these impressions totals.
• In total, nine different movie studios aired spots during the Finals, with more of those impressions actually coming for studios affiliated with non-NBA rights holders (for 2024-25) than current rights holders Disney and Warner Bros.
• While none of the top five advertisers were QSR brands, the next five brands by TV ad reach all were – Wingstop, Burger King, KFC, Chipotle and Popeyes rounded out the top 10.