How Should Advertisers Plan Around an 82-Game Regular Season?

With 82 regular-season games per team, the NBA and NHL give advertisers months of opportunities to reach sports audiences repeatedly over several months. But how many of those games should a brand actually buy?

The answer depends on when advertisers need to reach fans, how often they want to appear, and which markets matter most to their business. With games running from October through April, buyers have room to make those decisions strategically and to adjust their plans as the season develops.

Here's how to make the most of an 82-game season.

A season-long presence doesn't require a season-long budget

Advertisers should start by considering how much exposure their budget can realistically deliver. Spreading limited investment across six months may leave a brand appearing too infrequently to build any familiarity with viewers. Concentrating those impressions into a shorter stretch may create more opportunities for the same audience to see the message.

For instance, a regional retailer looking to drive holiday sales might concentrate its investment in November and December, then scale back later in the season. A brand focused on building awareness, meanwhile, could benefit from appearing regularly across several months.

Key considerations include:

• When does the campaign need the most support? Identify the weeks or months that matter most to the business.
• How frequently should audiences see the message? Consider whether the available budget can deliver enough exposure to build familiarity.
• Does the campaign need a continuous presence? Determine whether a sustained schedule or concentrated bursts better support the objective.

The value of a matchup can change as the season unfolds

The NBA and NHL schedules are set months in advance, but the games that attract the most attention can change as the season progresses. A matchup that looks ordinary in October could become a major event in March if both teams are fighting for a playoff position. Injuries, winning streaks, and unexpected contenders can also change which games fans are most interested in watching.

Advertisers can account for that uncertainty when building their media plans. Rivalry games and holiday matchups offer natural starting points, but committing the entire budget to a fixed list of games months in advance could mean missing opportunities that emerge later in the season.

That doesn't mean waiting until the last minute to buy. High-demand matchups can have limited availability, and advertisers who delay may have fewer options. A more practical approach is to secure a core schedule early while leaving some budget available for additional games as the season develops.

Buyers should establish what would justify adding a game to the plan, whether a team unexpectedly moves into playoff contention or a matchup becomes particularly relevant to the campaign's target audience. Setting these criteria in advance helps advertisers avoid chasing headlines.

Local and national games play different roles across 82 games

The NBA and NHL seasons give advertisers opportunities to reach audiences across the country while concentrating exposure in markets that matter most to their business. Nationally distributed games can support broad awareness, while local game inventory can help brands reach fans in specific geographic areas.

For example:

• Regional advertisers: A retailer with locations in five cities might prioritize games reaching viewers near newly opened stores, increase advertising in a region during a promotion, or maintain a regular presence in its strongest markets.
• National advertisers: A brand could use widely distributed games to reach audiences across the country, then supplement that exposure with local inventory in markets where it wants additional visibility.

The geographic reach of each game also deserves close attention. A game involving a team in a target market isn't necessarily available to every viewer in that market, and advertising access may differ depending on the broadcaster or streaming service carrying the game. Buyers therefore need to confirm where each game will be distributed, which geographic targeting options are available, and whether the inventory reaches the markets they're prioritizing. 

Make every game count with Cast Iron Media

With 82 games on the calendar, advertisers have plenty of opportunities to choose matchups that support their campaign objectives. Managing those buys takes work: three spots per game adds up to 246 spots for one team, and buying across multiple teams means coordinating even more placements.

Cast Iron Media helps agencies find the right opportunities and handles the work behind the scenes, from trafficking and optimization to reporting, billing, and post-campaign reconciliation. Buyers can explore NBA and NHL inventory through SportStream Live based on their geographic priorities and campaign goals, while Cast Iron coordinates the campaign from start to finish.

Whether you're planning a season-long campaign or targeting a specific stretch of games, we can help identify opportunities that fit your markets, timing, and budget—and keep it running smoothly.