Experiencing a 20% audience loss for its primetime NBA
coverage this season, NBC is "talking" with the NBA about
"sharply cutting back the number of prime-time games next
season," according to Bill Carter, who examines the erosion
of NBA ratings in a front-page feature in the N.Y. TIMES.
Overall, "NBA on NBC" ratings are down from a 4.3 average
last year to a 3.6 this year, translating into 700,000 fewer
homes, and this season's primetime "NBA on NBC" games are
averaging "only about" 5.9 million viewers, compared to last
year's 7.4 million. Carter writes that the ratings drop
"has serious economic implications for NBC because the
audiences" for the NBA games are "clearly not even
approaching the expectations of its advertisers." NBC "does
not give a formal guarantee to its N.B.A. advertisers, but
there is an understanding that if the network falls short of
expectations it will offer" make goods. NBC Sports Chair
Dick Ebersol "expressed confidence" that "enough time can be
found in the normal breaks of games to accommodate the make
goods." But Carter notes that the advertising marketplace
is "strong right now," and any ad time NBC offers for a make
good is "at least a missed opportunity" (N.Y. TIMES, 3/20).
STERN'S MOVE: The AP's Chris Sheridan wrote that one of
NBA Commissioner David Stern's "pet peeves" has been "those
empty seats at NBA games that are so visible on highlight
shows." Stern proposed at last week's league marketing
meetings that season-ticket holders "with good seats who do
not plan to attend certain games" be given the chance to "e-
mail teams about it. The teams could then make those seats
available to people sitting in cheaper sections" (AP, 3/19).
WHO'S PAYING? The DESERET NEWS' Rich Evans examined
NBA.com TV and the league's strategy around broadband
technology and wrote, "While the league is confident that
it's only a matter of time until this technology and the
resultant fan benefits become reality, NBA officials
acknowledge they are uncertain who will pay for it -- fans
or advertisers?" NBA Senior Dir of Internet Services Brenda
Spoonemore: "We're going to let our fans tell us how they're
willing to pay for extra content. And if, at the end of the
day, the answer is they're not willing to pay, then we talk
to our sponsors" (DESERET NEWS, 3/19).
ISIAH'S PLATFORM? In L.A., Scott Wolf criticized "NBA
on NBC" studio analyst Isiah Thomas for "trying to take
partial credit for the incredible success" of the Raptors
during last week's show and wrote that Thomas "seems intent
on using his national podium to rewrite history, and secure
a new job for himself in the [NBA]" (L.A. DAILY NEWS, 3/19).
