The TV ratings increases for the NBA this season have “shockingly picked up right where they left off, and then some," despite the lockout that resulted in just a 66-game schedule, according to Tim Baysinger of BROADCASTING & CABLE. Over last year’s corresponding coverage, the NBA’s ratings “are up 21% on ESPN, 24% on TNT and 18% on ABC.” The news is “just as good at the local level, with a 19% bump for NBA contests across all regional sports networks.” Ratings are up 57% on NBA TV, which has seen distribution grow more than any cable network since the start of the year. NBA Commissioner David Stern “admitted he was surprised at the league’s ability to quickly put the lockout behind it.” He said, “It’s what we hoped for, but had no reason to expect. I think our fans are giving us the benefit of the doubt.” Turner President of Sales, Distribution & Sports David Levy said that while he “was confident fans would return eventually, he wasn’t sure how quickly it would happen.” Levy: “We always knew there was (great) strength in the brand. What I didn’t really know was how the fans would react and would there be any backlash from the lockout.” ESPN Exec VP/Programming & Acquisitions Norby Williamson: “I think anytime you have a situation like that, you’re not sure to what level things will carry over.” Baysinger noted due to G Jeremy Lin's emergence, the Knicks "have become a national draw,” and with “great teams and/or players in Chicago, Boston, Philadelphia, Dallas and Miami, there is big-time basketball in many big-time markets.” The NBA’s ratings surge is “not just on the national level, as teams across the league are experiencing huge local ratings increases.” Making some of the “biggest gains” are the T'Wolves, whose ratings “have jumped 141% on Fox Sports North, no doubt buoyed by the exciting play of flashy Spanish import Ricky Rubio" (BROADCASTING & CABLE, 2/20 issue).
THE LIN EFFECT: Starcom Worldwide Senior VP & Dir of Sports Activation Sam Sussman said, “We see audience ‘Lincreasing’ across the board. We expected ratings to be strong, but then increases have pleasantly surpassed expectations.” Buyers said that while Lin is “already boosting ratings in the Big Apple, his story hasn’t yet started generating big money for the league, or for ESPN or Turner Broadcasting’s TNT.” Optimedia Senior VP/National Broadcast Maureen Bosetti said, “I’m sure they didn’t factor that into their estimates,” when upfront sales were done. She said in the scatter market, “It could be worth a good amount of money” (BROADCASTING & CABLE, 2/20 issue).
