22 Oct, 2026
Disney Advertising tips off new NBA, NHL seasons with strong ad sales
|
The "Inside the NBA" hosts cover the Knicks' Game 4 victory at this year's NBA Finals. |
➤ Walt Disney Co. is about 90% sold out through the regular-season and playoffs, pacing ahead of where it was at the start of the 2025-26 National Basketball Association Inc. season.
➤ The rights holder currently counts some 250 NBA advertisers, including more than 40 newcomers to ESPN and ABC's coverage.
➤ The company is also in a strong sales position with the National Hockey League, which is off to a fast audience start, building on viewership advances from last season.
ESPN Inc.'s 25th consecutive year of NBA coverage tipped off with a pair of doubleheaders on Oct. 21 and Oct. 22. The coverage is part of the company's second year of an 11-year rights package, under which it pays some $2.76 billion annually, encompassing 100 regular-season games, split between ESPN (US) and ABC (US), as well as the ESPN Unlimited streaming service. By retaining the league's "A" package, the company also controls extensive post-season rights, culminating with a conference final each season — this year it's with the West — and all of The Finals over the course of the pact.
Ahead of ESPN's opening week, S&P Global Market Intelligence caught up with Jim Minnich, senior vice president of revenue and yield management at Disney Advertising. Minnich discussed the company’s sales position with the NBA, as well as where it stands with another key sports property, the National Hockey League LP, which dropped the puck on its 2026-27 season on Sept 29. An edited transcript of the conversation follows.
S&P Global Market Intelligence: When we spoke around this time last year, Disney was virtually sold out of its regular-season NBA inventory. What about now?
 Jim Minnich, senior vice president of revenue and yield management at Disney Advertising Source: ESPN |
Jim Minnich:
We're currently pacing ahead double-digit-percentage-wise of where we were at this point last year.
So, that means what for the scorecard?
We are already more than 90% sold through across the season, giving us a strong position as scatter demand begins to accelerate.
How about pricing?
As expected, pricing is up, ahead double digits year over year. We expect continued growth as the season tips off.
My fandom runs Orange and Blue. Have sales been aided by the New York Knicks being the defending NBA champion for the first time in 53 years?
It helped sales last year. Adding the biggest market helps. New York is basketball city; I think we know that.
At this point last year, Disney had 218 NBA advertisers…
We currently have 250 total advertisers for this regular and post-season, which includes 40-plus new advertisers.
The top categories for the regular- and post-season are pharma, restaurants, auto, streaming and film, and finance. The top categories among new advertisers include furniture, games, toys, pet supplies and travel. It’s a very diverse split of categories. That's really good to see.
You alluded to a lot of player movement.
LeBron James and Jaylen Brown are on the Sixers. Paul George is on the Celtics. Giannis Antetokounmpo is on the Heat. Kawhi Leonard is on Toronto. There’s the Knicks, the Spurs, OKC. There is more talent spread around than ever in both the East and West. We have the Western Conference Finals this year, after the East last season. That competition is going to be good as we head into The Finals.
Amazon.com Inc.'s Prime Video has the rights to the Eastern Conference this season. Last season, NBC Sports Inc. had the West. I know more and more people are streaming, but linear, for the most part, still holds an overall audience edge. Did Prime Video's position with the East help Disney's ad sales efforts?
The league is providing more access across the market. It’s what we do with different sports on broadcast, cable, ESPN Unlimited, and Disney+. The NBA is a healthy vehicle. Let’s see how things play out.
"Inside the NBA." Twenty-five episodes this season, versus 20 last season. Charles Barkley said he is retiring — again. I know there was a lot of interest a year ago. More so now?
Year 2 is usually much more successful for us. The first year is almost a runway. Year 2 we're definitely seeing more success, a more diverse array of advertisers. We also learned what worked and what didn't.
We're up double digits percentage-wise year over year, and the show has welcomed more than 40 advertisers,
I did a story last year about your NBA Christmas ad sales. Are you sold out?
Pretty much; a. few avails here and there. I’m beyond stoked about Christmas with the five games on ESPN and ABC. We have the Knicks-Spurs, in a Finals rematch. Miami-Boston. LeBron and the Sixers versus his old team, the Lakers. Thunder-Timberwolves and Nuggets-Warriors. That’s the best NBA lineup I can remember on Christmas.
There are few other marketplace dynamics in play…
There are no Olympics or World Cup [next year]. Demand should continue for NHL and NBA, including The Finals.
What about the potential for an MLB work stoppage? Did that factor into some brands securing sports schedules for next year?
It certainly helped sales for basketball, hockey and other sports, for sure.
Let's talk more specifically about the NHL. The 2025-26 season was a banner year for viewership in the regular season, which got a boost from the US winning the Olympic gold over Canada. You're off to a good start with your opening contests and then your recent league-wide Frozen Frenzy coverage. Where does Disney Advertising stand with the puck sport?
The NHL continues to see strong marketplace demand coming out of the upfront, with limited availability across our linear broadcasts.
More women are watching the NHL?
The full 2025-2026 regular season viewership was up more than 35% among women, and we’re continuing to see growth — both year over year and total — early this season.
What about the NHL Power Play out of market package, which is available to ESPN Unlimited subscribers. You're airing the regional telecasts, but you have inventory in these games, too?
It's a little different. A thousand games; big reach. Coming out of the upfront, we were about 70% sold. There are different advertisers for linear games and then here with some brands looking to follow the local market team.
You don't have the Stanley Cup Finals this year, as the championship series will be covered by Turner Sports Inc. Does that make a difference in the marketplace?
The majority of advertisers in the Stanley Cup Finals buy the other network the following year. There's probably 20% to 30% turnover. We will have the Stanley Cup Final [in 2028].
What are some of the strongest NHL categories?
The top categories are pharma, insurance, restaurants, auto and cellular.
Where do you stand in terms of sell-through with the NHL, relative to the NBA?
About the same level. We're extremely happy with the demand against the property.