ESPN Dunks 23% Audience Advance With NBA Playoffs


ESPN and broadcast teammate ABC are dunking their share of viewer gains with the NBA playoffs.
Through its first seven telecasts, ESPN averaged 3.58 million watchers, a 23% jump from a 2.91 million mark at the same stage of the 2010 postseason, according to Nielsen data. ESPN has registered a 20% gain to 2.64 million households and an 18% ratings improvement to a 2.6 from a 2.2 last year.
For its part, ABC has scored a 5.84 million viewer average over its first three playoff telecasts, a 27% leap from just over 4.6 million last season, according to Nielsen. Ratings are up 23% to a 3.7 from a 3.0, while households rose 22% to 4.24 million from 3.46 million.
Double-digit demo gains are also the pro hoops postseason fashion for the Disney duo: ESPN was up 26% among males18 to 34 (2.9 vs. 2.3); 24% among guys 18 to 49 (2.6 vs. 2.1); and 19% with men 25 to 54 (2.5 vs. 2.1). ABC rose 19% with guys 18 to 34 (3.1 vs. 2.6); 28% against males 18 to 49 (3.2 vs. 2.5); and 23% with men 25 to 54 (3.2 vs. 2.6).
On the digital side of the worldwide leader's domain, broadband service's total minutes of consumption during the first round of the postseason jumped 281%, compared to the same time period last year. The amelioration was led by the opening game of the Chicago Bulls-Indiana Pacers series, which posted up the most unique views ever for an NBA game on, according to officials at the sports programmer.
Since April 16,'s NBA section has scored a 36% increase in total minutes spent; 29% in page visits; 27% in page views; and 27% in daily unique visitors compared to the same time frame last postseason.
ESPN Mobile TV's NBA section has also netted increases in total minutes spent (81%); visits (70%); page views (67%) and daily unique visitors (57%) over last year.