Despite strong numbers for Warriors games, an early season audience increase for NBA games on ESPN and TNT "hasn't materialized," due in part to strong competition from telecasts such as the NFL, a GOP debate and the World Series, according to Ben Cohen of the WALL STREET JOURNAL. TNT's year-over-year audience was down 8.2% through last week, while ESPN was down 5.6%. Both nets also have seen "early-season losses" among adults 18-49, with TNT down 12.7% and ESPN down 4.5%. ESPN and TNT have had a "steady decline" for NBA viewership since the '11-12 lockout-shortened season. ESPN Senior VP/Global Research & Analytics Artie Bulgrin said that some of the net’s decline is "due to scheduling," as the net's four opening-week NBA telecasts "went up against two World Series games and a Republican debate." With those games "factored out," viewership is flat. Turner Senior VP & Chief Research Officer Howard Shimmel said, "We’re really pleased with our performance. We think based on the way that we program from opening night to All-Star weekend to the playoffs that the best point of comparison is the full season.” He said that TNT’s average audience, though down compared to this time last year, is the "same average it recorded" for the '14-15 season. Shimmel added that several of TNT’s Thursday night games drew a low audience "because they aired opposite NFL games on CBS." Meanwhile, Bulgrin said that he "does not believe cord-cutting is related" to the NBA viewership decline. He said cord-cutters are "just not sports fans." Cohen notes the league this season also "began allowing fans to buy the rights to watch any single NBA game (excluding national telecasts) for $6.99." The NBA "declined to give specific figures on subscriptions to League Pass, but said the numbers are up." The NBA added that it is "encouraged by the number of one-game buys" (WALL STREET JOURNAL, 12/22).
ROOM ON THE BANDWAGON: BROADCASTING & CABLE's John Consoli reports the Warriors' 26-1 start is "bringing in a windfall of ad revenue" to CSN Bay Area. The RSN also "sells separate ad packages" for online game streams. NBC Sports Regional Networks Chief Revenue Officer Ray Warren, who oversees Comcast SportsNet RSNs, said that "not only are viewers watching the streaming telecasts but the average person is watching for more than 40 minutes each, not just tuning in and out as many sports streaming viewers do." Consoli notes Home Team Sports sells ads for Warriors telecasts, and the agency has "brought in national advertisers this season like Taco Bell and Jack Daniels." The CSN Bay Area sales staff also has brought in new local/regional advertisers "like First National Bank, Ring Central, Bank of the West, Togo’s, First 5 of California and Wingstop." In addition, "spot advertisers that were converted to full-season sponsors across the telecasts and related Warriors programming include Jeep, Dodge, BMW, Ford and Provident Credit Union." Warriors telecasts are "not only drawing men, but lots of women." Warren said, "We are the most-watched network in the market overall and in every male and female demo in primetime every time we televise a Warriors game. ... This year people hopped on board sooner." Warren added that the "effort to bring in more advertisers who want to reach female viewers on the Warriors telecasts has worked." He said that advertisers like Subaru, Sleep Train, Mancini's Sleepworld and the First 5 California children's health/education initiative "have come on board" (BROADCASTINGCABLE.com, 12/22).
