‘Appointment Viewing’: 'Inside The NBA' Still Crazy After All This Year On ESPN
Friday, April 10, 2026 at 03:46PM By Barry Janoff
pril 10, 2026: To fete its first full season since leaving TNT Sports, Inside the NBA is getting a rousing and humorous campaign from ESPN, featuring the entire cast of characters: Ernie Johnson, Charles Barkley, Kenny Smith and Shaquille O’Neal.
The multi-media effort will transition NBA coverage on ESPN and ABC from the regular to the post-season, with the Play-In beginning April 14-17, the playoffs beginning April 18 and the NBA Finals scheduled to begin on ABC June 3.
This post-season marks the first time Inside the NBA will be part of ESPN and ABC’s coverage of the NBA Finals.
According to ESPN, the campaign — “Inside the NBA Lives On ESPN and ABC”— features a series of creative spots “highlighting the unmistakable chemistry and personalities of Ernie Johnson, Charles Barkley, Kenny Smith and Shaquille O’Neal — celebrating the same show fans know and love, now exclusively on ESPN and ABC.
“Through behind‑the‑scenes moments and everyday interactions, the creative gives fans a closer look at the unique dynamic that has made Inside the NBA appointment viewing for generations.”
The first two spots, “Big Board” and “Pre-Show Thoughts” debut this week.
Additional creative will break throughout the NBA Playoffs and into the NBA Finals across ESPN and ABC.
The campaign includes multiple executions and lengths, designed to air across key playoff moments and marquee programming, with new spots debuting at various points throughout the postseason.
Ceative was developed by creative agency Arts & Letters Creative Co.
“This campaign reinforces what fans already know and love about Inside the NBA — the chemistry, the honesty and the personalities that make it special — while opening the door to something bigger,” Curtis Friends, ESPN vp-marketing, said via the network.
“As the show moves onto ESPN and ABC, that same dynamic now carries through the most meaningful moments of the season, including the NBA Playoffs and Finals. It’s not about changing the show, it’s about embracing and extending it onto the game’s biggest stage.”
In “Big Board,” the guys clean the board that show shows NBA highlights and to which Kenny often races toward ahead of the others. When they find a huge handprint on it, they exclaim. “It has to be spotless.”
Due to the size of the handprint they blame Shaq. When confronted, he denies it, “Who’s that 7-6 kid who plays for San Antonio?” “Wembanyama,’ they respond. “Yah. It was him, says Shaq.
In “Pre-Show Thoughts,” as Inside the NBA is about to start, we get thoughts from the guys: Smith thinks: This is it. The NBA Playoffs. Almost to the mountaintop.” Shaq thinks: “Biggest series of the year.” Ernie thinks:: We put in the work. We’re ready.” Charles thinks: “If you stack two lasagnas, does that make it one?”
Text: Inside the NBA lives on ESPN and ABC.
Inside the NBA, produced by TNT Sports, will air throughout the NBA Playoffs and Finals across ESPN and ABC, delivering analysis, entertainment and perspectives.
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