The Los Angeles Lakers regional broadcast partner Spectrum SportsNet is making the most of the team’s addition of one of the world’s most marketable athletes. Sports Business Daily reports that the regional sports network is set to raise rates to advertise during Lakers games significantly.
Last season Spectrum charged $7000 for a 30 second commercial during Laker games. The rate for that same spot will climb to $14,000 for the upcoming season, and that is likely just a starting point. Rates are expected to keep climbing as the team improves.
Awful Announcing’s Sean Keeley says there is historical precedent for the move, noting that LeBron has a major effect on ratings for his team’s regional broadcasts.
This isn’t just wishful thinking on Spectrum’s part, the LeBron James Effect for RSNs is a tangible thing that has been measured in both Cleveland and Miami. As SBJ notes, before James took his talents to South Beach, Miami’s RSN Sun Sports averaged a 2.51 rating. In James’ first season with the Heat, ratings nearly doubled to 4.92. Within two years, that number was all the way up at 7.14, almost triple what it looked like before James arrived.
Then, when LeBron returned to Cleveland in 2014, FS Ohio’s ratings tripled from 2.79 to 7.94. During the Cavaliers’ NBA championship season, ratings hit 9.31 overall, an astounding number for an RSN telecast outside of one of the top markets.
Like LeBron, Spectrum SportsNet is in the Laker business for the long haul. The RSN holds the TV rights to the Lakers until 2033.