And that's with the advantage of nostalgia as an added selling tool, thanks to a matchup invoking memories of the Larry Bird-Magic Johnson battles of the 1980s (the three L.A.-Boston finals of the '80s averaged a 30 share, as did the six Michael Jordan-led Bulls series in the '90s).
For the March Madness television coverage, the company not only released more ads in the same formula, but created a new set, where NBA greats Magic Johnson, Larry Bird, Kareem Abdul-Jabar and Bill Russell take the role of the kids.