TNT Pacing To Net Highest-Rated, Most-Watched NBA Postseason In Cable History
Drama Network Averages 6 Million Viewers Through First Two Rounds
Mike Reynolds -- Multichannel News, 5/13/2011 11:11:43 AM
TNT concluded its coverage of the second round of the NBA playoffs on a pace that would make the 2011 postseason the most-watched and highest-rated in cable television history.
Through the first two rounds spanning 35 games, TNT dunked a 3.0 household rating average, up 25% from a 2.4 in 2010, posted a 29% rise in households to 3.53 million from 2.74 million and leaped 33% to 4.82 million viewers from 3.64 million, according to Nielsen. Last year, TNT aired 33 games through the first two rounds of the playoffs.
The "drama" network finished its second-round coverage on May 11 with a 4.3 rating and 6.78 million viewers for Miami's Game 5 clincher over Boston, and a 3.4 rating and 5.46 million watchers for Oklahoma City's Game 5 win over Memphis. ESPN was scheduled to televise Game 6 of that series on Friday May 13 and, if necessary, ABC would air a decisive seventh game on May 15.
Next up for TNT: The tipoff of its exclusive coverage of the Eastern Conference finals pitting the Chicago Bulls, which netted the league's best record under the guidance of MVP Derrick Rose, against the Miami Heat's Big Three of LeBron James, Dwayne Wade and Chris Bosh. Game 1 is set for Sunday May 15 at 8 p.m. (ET). ESPN/ABC have exclusive coverage of the Los Angeles Lakers-less Western Conference finals, which will match Dallas against the OKC/Memphis survivor.
TNT's second-round coverage during 10 games in primetime out-delivered all of television, both broadcast and cable, on six nights among guys 18-34 and five with males 18-49.
Overall, TNT's 2011 NBA playoffs delivered strong double-digit growth across all key demos, notably: a 41% increase to 1.59 million persons 28 to 34; 38% to 2.78 million persons 18 to 49; 33% to 2.48 million adults 25 to 54; 40% to 1.12 million guys 18 to 34; 39% to 1.97 million males 18 to 49; and 34% to 1.75 million males 25 to 54.
The 2011 postseason has also drawn an abundance of affluent viewers. TNT said that was a 31% rise in households and 37% gain among persons 2+ in homes earning at least $100,000. There were respective advances of 59% and 57% among persons and guys 18 to 34; 43% and 42% with persons and males 18 to 49; and 39% and 40% with adults and men 25 to 54.
Among those in homes pulling in $125,000 or more, there was a 40% jump in households and 49% in persons 2+ in persons. As for the demos the scorecard through the first two rounds showed: 71% and 56% gains with persons and guys 18 to 34; 50% and 43% against persons and males 18 to 49; and 44% and 41% with adults and males 25 to 54.
TNT officials aver that the growth for both affluent categories is the most of any professional sports league, playoffs or regular season.
A closer look at TNT's playoff performance shows that during 23 first-round telecasts the network averaged a 2.7 U.S. rating, a 29% increase from a 2.1% in 2010, while viewership pushed ahead 32% to 4.18 million from 3.17 million. The network's 12 second-round games averaged a 3.7 rating, 23% more than a 3.0 last year, as viewership rose 28% to just over 6 million from 4.69 million.
The playoff surge follows the network best regular season in 27 years with the pro hoops league. During 52-game regular season telecasts, TNT averaged a 1.6 U.S. household rating, up 45% from a 1.1 for last season's corresponding coverage, and a 42% jump to 2.45 million viewers on average versus 1.72 million in the 2009-10 campaign. This season's audience, boosted by three of the all-time top five most-watched games in cable history, was 30% larger than Turner's second-best regular-season average audience of 1.89 million from 1995-96, when Michael Jordan still ruled the league.
No related content found.
Featured Company
-
Bigband Networks
BigBand Networks, Inc. NASDAQ: BBND provides broadband service providers with innovative network solutions designed to make it easier to move, manage and monetize video. These solutions are based on BigBand's video-networking platforms that are built to enable efficient and relia..more
VIEW ALL GALLERIES
