Despite some promising upticks, the NBA's postseason telecast ratings are down from last year.
Through three weekends covering 16 games, NBC has generated a 5.7 household ratings average, down 5 percent from the 6.0 average that the first three playoff weekends (14 games) delivered last year.
NBC was put in a ratings hole on the opening weekend of NBA playoffs coverage. The network's numbers were down 16 percent — a 4.6 compared with a 5.5 opening-weekend ratings a year ago.
Since then, however, NBC has gained a measure of momentum. Its third weekend of telecasts (five games on May 22-23) averaged a 6.5 household rating, up 7 percent from last season's 6.1 average for five matchups on weekend No. 3.
NBC blamed the opening-weekend drop on lopsided games and on Mother's Day, saying that a slew of one-sided contests and the holiday kept some viewers away.
It's also likely that the absence of Michael Jordan, whose presence attracted many casual NBA fans, has affect ed ratings.
Through three weekends of NBA postseason telecasts, NBC has averaged a 4.6 rating in the men 18-49 demographic area, down 6 percent from a 4.9 average a year ago.
This year, NBC's 28 regular-season NBA telecasts garnered a 4.3 household ratings average, down 7 percent from the 4.6 average that the network posted for 25 games last season. Indeed, this was the lowest-rated NBA regular season ever for NBC, which began broadcasting the pro hoops league in the 1990-91 season.
Meanwhile, through last Tuesday night's telecast, Turner has delivered a 2.8 household ratings average this postseason in 34 games, down 3 percent from its 2.9 average a year ago for 34 games. (Both TNT and TBS reach about 75 million homes.)
Turner's telecasts of first-round playoff games averaged a 2.2, down 8 percent from last year's 2.4. Turner representatives blamed the ratings shortfall partly on the increase of "double doubleheaders" on TNT and TBS — instances where both networks aired two games on the same evening. Only four of Turner's 22 first-round playoff telecasts this year aired opposite no other NBA game, versus eight such occasions last season. Last year, Turner's top-rated opening-round telecast was a New Jersey Nets-Bulls game (a 3.9 average). This season, despite the absence of Jordan, the network was able to surpass that: Game 4 of the Jazz-Sacramento Kings series delivered a 4.4.
