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In June the Utah Jazz announced that they were quitting cable. In the final year, the network known as AT&T SportsNet Rocky Mountain was paying about $25 million per season.
Beginning this season, the team is broadcasting its games on the free-to-air station KJZZ (pronounced “K-Jazz”) as well as through a paid streaming service called Jazz+. In September the team began offering Jazz+ subscriptions to the more than 3.3 million people who live within the team’s league-designated market: the state of Utah, plus parts of Idaho, Nevada and Wyoming that fall within a 150-mile radius around the Delta Center, the team’s arena in Salt Lake. For $125.50 annually, $15.50 per month or $5 and up per game, fans can watch any game that’s not carried exclusively on national TV, as well as get behind-the-scenes footage and other programming.
Terms of the deal with KJZZ’s owner, Sinclair Broadcast Group, weren’t disclosed, but S&P Global Market Intelligence estimates that this season the Jazz will bring in 50% to 70% of the revenue they were getting from AT&T SportsNet, depending on their ratings and how many streaming subscriptions they sell. It’s a significant setback, Smith acknowledges, though he’s confident it’s temporary—and comes with a big upside for Jazz fans.
Although Salt Lake did jump two spots—from 29th to 27th—from 2022 to 2023 in Nielsen Co.’s ranking of US TV markets, the Jazz are still in the bottom quintile of NBA franchises.
In the short term, raising rates for their ads will be the fastest way for the Jazz to make up the shortfall from losing the fees paid by AT&T SportsNet. So far this season, an average of nearly 44,000 households are tuning in to Jazz games on KJZZ in the Salt Lake market, according to Nielsen, an increase of more than 40% over the same period last season on AT&T SportsNet. Jazz chief communications officer Caroline Klein says she expects that audience to grow as the sports calendar gets less crowded over the winter. More than 650,000 households in Utah already get KJZZ either as part of a pay-TV package or over-the-air, a boost of more than 220% over AT&T SportsNet’s reach in the market, according to S&P, which estimates the Jazz’s ad inventory for the current season to be worth $10 million to $15 million. If more fans decide to put up antennas, KJZZ would reach more than a million households, covering a population of almost 3.5 million. In October the Jazz announced they had expanded their broadcast territory farther into Idaho and Wyoming, as well as parts of Montana, Oregon and Washington—areas that don’t conflict with the markets of other NBA teams—by striking deals with pay-TV distributors who operate beyond the reach of KJZZ’s signal. That expansion brings their potential reach to more than 6 million people.
So far more than 16,000 people have signed up for Jazz+, and almost 12,000 of those subscribers have opted for the annual package, says Klein, who led the introduction of the service. Season ticket holders, who get the service included with their seats, make up a small portion of that total. (To encourage sign-ups for annual subscriptions, the Jazz offered a pair of free tickets, a hat and a T-shirt.) More than 65% of subscribers, Klein says, are logging in to watch games, a level of engagement that’s exceeding expectations.
The Jazz say they don’t expect the dip in rights revenue to affect payroll spending, in large part because the rest of the balance sheet is strong. Over the past seven years, ticket sales have doubled, from $45 million to $90 million, while, over the past three, sponsorship deals have almost tripled, from $16 million to $45 million.