ESPN, ABC, TNT Ratings Up Over '07 For NBA Playoff Coverage

ESPN averaged 3.0 million viewers for its coverage of nine first-round NBA Playoffs games, an increase of 33.6% over 2.2 million viewers for eight first-round games in '07. The corresponding 2.4 coverage rating is up 26.3% over a 1.9 last year and marks the highest-rated first round ever on the net. ABC is averaging 4.7 million viewers for four games through April 27, a 16.1% jump over 3.9 million viewers last season. ABC's 3.2 rating is up 18.5% over last year's 2.7. On TNT, the first round averaged 3.0 million viewers for 22 games, up 10.9% from 2.7 million viewers for 24 first-round games in '07. The following lists the most-viewed cable telecasts for the first round of the NBA playoffs (THE DAILY).

MOST-VIEWED '08 NBA PLAYOFF CABLE TELECASTS
DATE	DAY	TIME	NET	GAME	VIEWERS (000)
4/29	Tues.	9:30pm	TNT	Suns-Spurs: Game Five	4,669
4/22	Tues.	9:40pm	TNT	Suns-Spurs: Game Two	4,416
4/25	Fri.	10:33pm	ESPN	Spurs-Suns: Game Three	3,856
4/28	Mon.	10:58pm	TNT	Lakers-Nuggets: Game Four	3,872
4/27	Sun.	9:44pm	TNT	Hornets-Mavericks: Game Four	3,730

NBA Helps TNT Surpass USA Network In Ratings

TNT ON TOP: MEDIAWEEK's Anthony Crupi reported TNT for the week ending May 4 "put an end to USA Network's year-long chain of ratings victories, averaging 2.79 million total viewers in prime time," which was due "in large part to its NBA playoff coverage." NBA games accounted for four of the week's top 20 cable programs. TNT also topped USA Network in all three major demos, averaging 1.59 million in adults 18-49, 1.46 million in adults 25-54 and 838,000 in viewers 18-34. The NBA Playoffs contributed "significantly to TNT's overall demo performance," with games accounting for five of the top 10 cable programs among the 18-49 and 25-54 demos (MEDIAWEEK.com, 5/6).

CABLE, DVR RISING: The HOLLYWOOD REPORTER's James Hibberd reported the five major broadcast nets since April 24 are "down an average of 21%" in the adult 18-49 demo compared to '07. While the number of people using TV has increased 1%, the nets' decline can be attributed to a 14% increase in the demo for cable in the May sweeps period, "meaning some viewers migrated to such shows at MTV's 'The Hills' and TNT's NBA playoffs during the past couple of weeks." DVR use last week also climbed 1% to a 24% market penetration, compared to 15% in '07 (HOLLYWOOD REPORTER, 5/7). USA TODAY's Gary Levin reported "ratings shortfalls for some top series have sparked Hollywood hand-wringing," but Nielsen data show that overall viewership is "flat or up slightly from last spring" (USA TODAY, 5/7).