The trade’s impact, however, may be limited because the Nets (and their partners) already entered the season with giant expectations.
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Levinson said those numbers don’t necessarily reflect the full increase in interest-the team has had three Sunday games (a day dominated by NFL), and both Irving and Durant have missed a chunk of the early slate.
So far this season, Nets games on YES are averaging 72,000 total viewers, up 18% from the first 11 games last year. “The trade yesterday is incredibly exciting for the Nets, Net’s fans, YES, and FanDuel.” “We are thoughtful when selecting our partners, knowing the strength of their consumer brands and local fan base in each market,” Andrew Sneyd, senior vice president of brand at FanDuel, said in a statement. It will also benefit YES Network’s preexisting partners, such as Ford and FanDuel. That should work in its favor, especially if the new inventory and Harden’s arrival coincide with more optimism about an end to the pandemic. This year, however, because of the disrupted NBA calendar and the uncertainty of the global pandemic, the network ended up with more to sell throughout the year. The rest is filled in as the season goes. In a typical year, YES Network will enter the season with about 70% of its inventory already booked in what’s called “upfront” business. As we sell more, and inventory dwindles, we raise the rates. “If a lot of the calls that we’ve gotten in the past 24 hours translate into the kind of business I think it will, the rates will be going up again.
“It’s a supply and demand business,” Levinson said. Ad rates, which Levinson said have already doubled from last year, will likely increase again as Harden takes the court alongside former MVP Kevin Durant and (hopefully) perennial All-Star Kyrie Irving. It won’t be the only major change for the network.
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