A GOOD YEAR FOR HOOPS AFTER ALL?

Some analysts are speculating that the deal to end the NBA lockout, if approved by owners and players, will likely see a surge of interest in the sport and rub off on the NCAA Men’s Basketball Tournament in the spring. AdWeek reported today (Monday) that CBS and Turner Sports, which jointly carry the March Madness matches, are close to locking in their first major advertiser, a returning beer sponsor, and that AT&T, Capital One, and Coca-Cola are “certain” to sign on for the series. Despite ad cutbacks by some traditional sponsors — “The insurance category is a no-show after The Hartford elected not to renew its deal,” AdWeek reported — others are impressed by the simulcast service developed for last year’s tournament, which saw 43 million video streams delivered on conventional broadband and mobile platforms. Jon Diament, executive vice president of ad sales and marketing at Turner Sports, told the trade publication, “Whether you’re talking about people watching on computers or iPads, there was an amplification of the audience across the various digital extensions.” Moreover, he noted, people don’t have the opportunity to skip commercials if they’re watching live coverage. Meanwhile, the NBA has noted that the shortened professional season will have 66 games and an All-Star game. And ESPN/ABC and Turner Broadcasting have issued cautious statements saying that they are pleased with developments to end the lockout.