With Turner Network Television's presentation of the Boston Celtics-New
Jersey Nets game May 21, Turner Sports concluded its coverage of the National
Basketball Association playoffs with sizable viewership gains.
The Celtics' triumph -- which evened the Eastern Conference Finals with the
Jason Kidd-led Nets at one game apiece -- earned a 3.2 household rating on TNT,
meaning that 36 games on that channel and TBS Superstation averaged a 2.5, up 9
percent from the same number of contests in the 2001 postseason.
The May 20 game on TNT -- in which the Sacramento Kings squared the Western
Conference Finals against the Los Angeles Lakers, also at one game apiece --
dunked a 4.6 household rating, Turner's high for the 2002 playoffs.
All told, Turner rang up double-digit gains among adults 18 through 34 (14
percent), 18 through 49 (14 percent) 25 through 54 (10 percent), males 18
through 34 (16 percent) and males 18 to 49 (14 percent). The NBA playoffs also
scored an 8 percent advance among males 25 through 54.
A Turner Sports spokesman said the growth would have been somewhat higher
except for the schedule. Last year, there were three conference-final games that
averaged a 4.0 rating, versus just the aforementioned pair earlier this