nexAI Transforms Audience Planning and Discovery
May 22, 2025
It is the pinnacle of basketball, a global event and “where amazing happens.” Every June, millions gather around screens to watch the NBA Finals, and brands that align with this cultural phenomenon often find themselves scoring big. In fact, 44% of live sports fans subscribe to streaming services specifically for basketball, making it second only to football in popularity, underscoring its cultural impact.
But this isn’t the NBA audience marketers might think they know. The Finals attract a uniquely diverse viewership, including casual fans, women and parents. This year, women will make up 45% of the Finals audience, and 56% will be parents or caregivers, highlighting how the event draws attention beyond traditional sports demographics. This wide-ranging viewership means unexpected brand categories — like beauty, automotive and pharma — can find surprising success during the Finals, if and when their creative hits the mark.
Today’s NBA Finals aren’t just a TV event, either; they’re a multi-platform, multi-screen experience. An impressive 78% of fans engage with second devices during games — not as a distraction, but as a way to deepen their connection. Fans order food (40%), bet on games (35%), check player stats (33%), shop online (25%) and manage fantasy teams (22%). Insights tools like Nexxen Discovery can enable brands to tap into real-time insights on these behaviors, crafting timely, culturally resonant campaigns that truly connect.
Why does this matter? Because NBA Finals fans are far from passive viewers — they’re action-ready, showing a +32% higher likelihood to search for brands and a +31% higher purchase intent compared to the general population. Casual fans, in particular, are 26% more likely to shop while watching, showcasing the opportunity to convert interest into action.
Even after the final buzzer sounds and the Larry O’Brien trophy is hoisted, the cultural moment continues. A remarkable 92% of fans remain engaged for days after the Finals, consuming game highlights, memes, social media reactions and post-game analysis. Brands and advertisers that understand these ongoing conversations — supported by tools like Nexxen Discovery — can extend their engagement and maximize their impact.
Of course, visibility alone is not enough. Brands need to ensure their message is seen, remembered and drives action, which makes creative alignment with NBA culture critical as well. Consider Michelob ULTRA’s memorable “Team Plane” spot with Jimmy Butler, which masterfully blended nostalgia, humor and a familiar face to connect with fans. Nexxen Studio equips marketers to deliver similarly engaging creative, perfectly timed and culturally aligned to earn viewers’ attention and drive results.
Interactive ad formats are also especially impactful during the Finals, as 82% of fans express openness to engaging with second-screen ads. Sponsored polls, shoppable videos or exclusive behind-the-scenes content are all incredibly effective, capturing up to 71 seconds more attention than standard ads.
Ultimately, the NBA Finals stand apart because they’re one of a few remaining, shared cultural experiences, connecting diverse fans through excitement, social interactions and digital conversations. Brands that show up authentically within this culture are set to dominate the moment. Because the NBA Finals aren’t just about basketball; they’re an unmatched opportunity for brands to take their best shot.
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