Viewership for the first round of the NBA Playoffs was down this year, as several series were non-competitive and many games were blowouts. For games across ABC, TNT, ESPN, ESPN2 and NBA TV, the average viewership was 2.8 million viewers, down 6% from 2.98 million viewers last year. The first round had 28 games decided by 10 or more points, including 13 by 20 or more and five by 30 or more. There also were two Game 7s during the first round this year, but one involved the Raptors, meaning Canadian markets were excluded in U.S. numbers (it was the most-viewed Raptors game ever in Canada). All first-round games on cable TV also aired on local RSNs. Excluding the NBA TV telecasts, the NBA’s television partners averaged 3.15 million viewers during the first round, down 4% from 3.28 million viewers last year. NBA first-round games also accounted for nine of the top 10 most-viewed sports telecasts on all of cable TV since the start of the playoffs.
BROADCAST: Despite having a Game 7 this year, ABC saw a decline for its first round games. The net’s five telecasts during the first round averaged 4.91 million viewers, down 2% from 5.03 million viewers for four games last year.
CABLE: TNT had the bulk of the first round telecasts. Its 23 games averaged 3.05 million viewers, down 7% from 3.29 million viewers. TNT did win the night on cable seven times during the first round. Meanwhile, ESPN saw a small uptick for its first round coverage. Its nine games averaged 2.67 million viewers, up 1% from 2.63 million for eight games last year. Those averages do not include the ESPN2 telecast from both years. NBA TV also saw an uptick for its games in the first round. The net averaged 447,000 viewers for five games, up 15% from 390,000 viewers for four games last year. Excluded from that average was Raptors-Pacers Game 6 this year, which aired on ESPNews (now not a rated network), but was simulcast on NBA TV.
DIGITAL/SOCIAL: The NBA set records across digital and social during the first round. There were 3.1 billion impressions across accounts on Facebook, Instagram, Snapchat, Twitter, Vine and YouTube -- up 16%. On Turner-operated NBA streaming platforms, unique visits were up 145% during the first round, while streams were up 71% and minutes consumed were up 39%.
