SBD/Issue 34/Sports Media

TNT Opening Night NBA Doubleheader Earns Top Audience Since '96

Celtics-Cavaliers Game Up
Double-Digits From '08
TNT averaged a 2.7 cable rating and 3.676 million viewers on Tuesday for its NBA Opening Night doubleheader from 7:31pm-1:30am ET, marking the net’s most-viewed doubleheader since Suns-Cavaliers and Bulls-Lakers in ’96. Tuesday’s doubleheader, which featured Celtics-Cavaliers and Clippers-Lakers, also marks the most-viewed opening night in TNT’s 26 years of NBA telecasts. The doubleheader was up 35.0% and 42.5%, respectively, from a 2.0 rating and 2.579 million viewers for the season-opening doubleheader last year. Tuesday's two games also saw gains from '08 in all key adult and male demos. Celtics-Cavaliers earned a 3.0 cable rating and 4.021 million viewers from 7:31-10:23pm, up 50.0% and 53.9%, respectively, from a 2.0 rating and 2.612 million viewers for the same matchup last year. The game earned a 20.0 rating in Cleveland and an 8.3 rating in Boston. In the late window, Clippers-Lakers earned a 2.4 cable rating and 3.358 million viewers, up 26.3% and 32.3%, respectively, from a 1.9 rating and 2.539 million viewers for Trail Blazers-Lakers last year. The game earned a 6.2 rating in L.A. Additionally, saw a 25% increase in page views over Opening Night ’08 (8.3 million vs. 6.6 million), while total video streams were up 121% (724,000 vs. 327,000) (THE DAILY).

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