It’s been the question on the sports world’s mind for months, and for some insiders, even years. But since LeBron officially became a free agent on July 1st, the frontrunners for LeBron’s services have changed virtually every day.

According to a week-long buzz study conducted by NM Incite, a Nielsen McKinsey Company, the New York Knicks, the Chicago Bulls, and the Cleveland Cavaliers have all been the most closely linked teams to King James for at least one day.

Here’s a day-by-day summary of online buzz in the U.S. surrounding his wild free agency journey:

July 1: LeBron officially becomes a free agent, and New York takes the early lead with more online LeBron references (24% share) to the Knicks than any of the five other NBA suitors. Buzz volume surrounding LeBron overtakes the buzz levels of another huge sports story – the World Cup – for the first time since the tournament began.

July 2-3: Coming out of LeBron’s individual meetings, the buzz momentum is clearly dominated by the Chicago Bulls, peaking with 36% of the total share on July 3rd. The World Cup passes LeBron with higher buzz volume.

July 4: As LeBron celebrates the 4th of July with friends and family in Akron, OH, the online community is reminded that Cleveland still has a hometown appeal. The Cavaliers pull into a dead heat in the buzz race with the Knicks and Bulls. Each of the three teams hold about a one quarter share of all LeBron free agent buzz

July 5: The Knicks are back to the front of the LeBron conversation, as more mainstream news reports trickle in naming New York as King James’ most likely destination.

July 6: As LeBron participates in a local basketball camp with pros and high school players, the Cavs surge back to the top of online free agency speculation with 36% of the total buzz share.

July 7: LeBron announces that he will make his decision during a one-hour primetime broadcast on July 8. When word spreads that LeBron will make the announcement from Greenwich, CT, the Knicks re-claim the top spot for buzz share. But as late reports surface that LeBron is leaning toward joining fellow free agent superstars in Miami, the online buzz share tying him to the Heat surges past buzz for both Cleveland and Chicago. And even as Spain defeats Germany to set the final matchup in the World Cup, LeBron’s buzz volume surpasses the tournament’s.

So what’s driving the data? There are no doubt a multitude of factors: exciting games, compelling storylines, and perhaps even the economy. But one that may go unnoticed is the NBA’s two year old advertising campaign: “Where Amazing Happens.”

Debuting in 2007, the “Where Amazing Happens” commercial spots featured still photos of NBA action accompanied by a signature piano riff. The ads were also supplemented with internet banner ads, print and outdoor extensions and are streaming on Youtube, NBA.com and other online video sites.

This season, “Where Amazing Happens” commercials evolved into CGI replays of some of the most memorable moments in NBA history. By slowing down the action, the commercials highlight the drama embedded in professional basketball that may occasionally go unnoticed with the game moving at such high speeds.

According to Monitor-Plus, Nielsen’s advertising tracking service, the NBA ran more 30-second spots within nationally broadcast games than any other advertiser. The league used this inventory, which is negotiated into the network contracts, to promote “Where Amazing Happens” and is expecting the promotion to help increase viewership and deliver more eyeballs to its official sponsors and network advertisers.

Whatever the reason for the ratings renaissance, a Nielsen Sportsquest survey finds that buzz in the NBA is definitely surging. As of April 2009, interest in the NBA was at it’s highest point since July ‘07, with 33% of total persons aged 12+ identifying themselves as avid NBA fans. The data also revealed that NBA fan interest is spilling over to increased awareness for their sponsors: NBA fans are 50% more likely to name official wireless sponsor T-Mobile as a cell phone provider and 37% more likely to have a favorable opinion of Nike.

Viewership is also higher among patrons of Nike and T-Mobile. Nielsen’s MRI fusion data shows that in Q4 2008, NBA viewership on TNT, ESPN, and ABC, was 47% higher among Nike Shoe wearers, and 23% higher for T-Mobile subscribers.

In a day and age where advertising campaigns often come and go very quickly, the NBA has stuck with “Where Amazing Happens” and its persistence looks like it’s paying off for the league and its partners.

Cleveland led all NBA markets in the U.S. with an 8.1 local household rating. It’s a significant 119% jump for LeBron James and the Cavs, which ranked 9^th through the first half of last season with a 3.7 rating.

The San Antonio Spurs, who boasted the NBA’s top-rated local market last season through as recently as the first month of this season, still showed an 18% year-to-year increase in its local ratings. On average, 7.9% of TV households in the San Antonio market have tuned in to see Tim Duncan & Co. each game, compared to 6.7% over the same time period last year.

The Portland Trailblazers’ first full season with Greg Oden is generating plenty of renewed interest among its fans. The Portland market ranked third through the All-Star break with a 5.6 household rating, 27% higher than the first half of last year. 

TOP-10 LOCAL NBA MARKETS, BY HOUSEHOLD RATINGS

            Other local market highlights in the NBA this year:

• The Indiana Pacers showed the most year-to-year ratings increase through the All-Star break. The Pacers have tripled their ratings from 0.6 last year to 1.8 this year. New Orleans – led by superstar Chris Paul – saw its ratings climb 160%.
• The NBA’s two largest markets – New York and Los Angeles – have maintained the growth trend that was started earlier this year. The Knicks are up 18%, while the Lakers are up 12% and the Clippers are up 43%.

NBA Local Ratings Box Score

• The New Orleans Hornets ratings are up 163% compared to a year ago, thanks in large part to last year’s come-from-nowhere victory of their division.
• In Cleveland, fans witnessed the high flying Lebron James lead the Cavs to an eight-game winning streak, which fueled a109% lift in ratings from last season.
• Atlanta and Portland, two teams loaded with young talent, have captured the attention of their markets, with a 97% and 44% increase in their local ratings respectively.
• In Orlando, Dwight Howard and the Magic are atop their division, and are also enjoying a 26% boost in viewership compared to last season.
• The New York Knicks and Los Angeles Lakers, who benefit from the nation‘s two largest markets, are also outperforming last season, with 17% and 14% increases.

Top 10 Local Ratings 2008-09 Season

2008-09 Season vs. 2007-08 Season Ratings % Change