Ben Cafardo: ESPN's coverage of #NBAWCF Game 3 averaged…

Ben Cafardo: ESPN’s coverage of #NBAWCF Game 3 averaged 5,332,000 viewers (Nielsen), up 36% vs ESPN’s Conf Finals Game 3 last year (ECF) Game 3 was the most-watched telecast of the night across television and in every key adult and male demo It drew a 14.7 rtg in Phoenix, best since 2010

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"If there was any question whether last year's decline was primarily due to the bubble, the fan-less environment, the months-long delay, if there was any question as to whether or not that was true, it's been answered by the fact that the ratings for a postseason where Steph Curry didn't make it to the playoffs and LeBron didn't make it out of the first round are up dramatically from last year, just by default," Sports Media Watch's Jon Lewis, an expert on the subject, told Yahoo Sports. "It's obvious that 99% of why the ratings were so bad was because of the circumstances. Now, were there also people who tuned out because of seeing 'Black Lives Matter' on the court? Maybe, but I can tell you it's painfully obvious that last year's results were primarily because of being in the circumstances that the league found itself late last summer."
That is why you have seen sourced reporting that anticipates a massive increase when the NBA's current media rights deal expires in 2025, like the one from CNBC's Jabari Young in March that set expectations at $75 billion — more than triple the existing package — even amid another regular-season ratings decline. "The value is always rising. You have to think about what that means. What the ratings decline means isn't, 'Oh, my goodness, they're all going to go broke.' That's absurd," added Lewis. "What the ratings decline means is you're going to have to make some sacrifices to get as much money as you want to get. Those sacrifices aren't going to be paying players less. They're probably going to have to put some games on Peacock or ESPN+ or one of these platforms that networks are willing to overpay to get programming for."
The NBA reaches a billion people in more than 215 countries across the world, and roughly three quarters of its viewers are outside the U.S., boosted by the popularity of Antetokounmpo, Embiid, Nikola Jokic, Luka Doncic, four of the top six vote-getters in the MVP race. Global viewers on League Pass for the playoffs are up 18% from last year and 24% from 2019, per the NBA. None of them are included in Nielsen ratings.
Crupi discusses the first round of the NBA playoffs averaging 3.06 million viewers, up 46 percent over 2020 and up 3 percent versus 2019; what the viewership numbers mean; why the second round of the NBA playoffs will be a significant viewership challenge for the NBA; the first round of the Stanley Cup Playoffs averaging a total audience of 642,000 viewers across NBC, NBCSN, USA, CNBC and digital outlets; what those numbers mean; what the best viewership possibilities for the NHL, and more.
In the NBA’s first second round since 1994 sans LeBron James, Stephen Curry or Shaquille O’Neal, the streaking Suns may have an argument as the league’s best draw left. Sunday’s Suns-Nuggets NBA second round Game 4 averaged a 2.25 rating and 4.22 million viewers on TNT, marking the largest audience of the second round thus far (through Monday). Ratings and viewership fell 22% from the comparable window in the “bubble” last year, but that was a Laker game on ABC (2.9, 5.43M). Compared to 2019 (Nuggets-Blazers), ratings fell 9% (from 2.5) but viewership increased 4% (from 4.06M).
Thursday’s Clippers-Jazz NBA second round Game 2 averaged 4.07 million viewers on ESPN, up 58% from the comparable night in the “bubble” last year (Nuggets-Clippers Game 1: 2.58M) and the most-watched game of the postseason on ESPN. There was no comparable 2019 window. Utah’s win ranks fifth for the postseason across all networks, behind three Suns-Lakers games and Game 7 of Mavericks-Clippers (5.49M).
Wednesday’s Nuggets-Suns NBA second round Game 2 averaged 3.53 million viewers on TNT, per John Ourand of Sports Business Journal — up 1% from Blazers-Nuggets on the comparable night two years ago (3.51M). Viewership actually declined 18% from the comparable game in the “bubble,” with the caveat that last year’s game was a first round Game 7 (Thunder-Rockets: 4.29M).
The NBA had its most-watched first round of the playoffs in three years. The first round of the NBA Playoffs averaged 3.06 million viewers across ESPN/ABC and TNT, up 46% from last year’s months-delayed, fanless postseason in the “bubble” and up 3% from 2019, the last postseason to begin as normal in the month of April.
Shifting to the highest-profile series of the first round, last Thursday’s Suns-Lakers Game 6 averaged 4.5 million viewers on TNT — the network’s largest opening round audience since 2018 (Cavaliers-Pacers Game 4: 6.07M). The Suns’ Game 5 rout last Tuesday averaged 3.5 million, up 44% from last year in the “bubble” (Mavericks-Clippers: 2.43M) and up 12% from Thunder-Blazers in 2019, a game that ended on a series-clinching three-pointer by Damian Lillard (3.11M).
Tim Reynolds: Ratings news: Round 1 of the NBA playoffs was the most-viewed since 2018 - up 46% over last year's August start. NBA games have won key ratings demos every night of the playoffs so far. Global viewership on League Pass through Round 1 is up 21% over last year, 36% over 2019.
NBA playoff viewership continues to surge over last year’s ratings disaster in the “bubble.” Last Sunday’s Suns-Lakers Game 4 averaged 5.38 million viewers on ABC, up 63% from last year’s comparable game in the “bubble” (Clippers-Mavericks: 3.31M) but down 15% from 2019 (Warriors-Clippers: 6.29M). The Suns’ win delivered the fourth-largest NBA audience of the current season, behind Mavericks-Lakers on Christmas (7.01M), the All-Star Game (5.94M) and Warriors-Lakers in the Play-in Tournament (5.62M).
Later Sunday, Nets-Celtics Game 4 averaged 3.47 million on TNT — up 139% from Raptors-Nets in the “bubble” (1.45M) and up 29% from Raptors-Magic in 2019 (2.69M). The Clippers-Mavericks nightcap drew 3.13 million, up 67% from the “bubble” (Nuggets-Jazz: 1.87M) and down 16% from 2019 (Blazers-Thunder: 3.74M). On Saturday, Jazz-Grizzlies Game 3 drew 2.89 million on ESPN — down 10% from 2019 (Rockets-Jazz: 3.19M). Sixers-Wizards led in with 2.24 million, down 42% from Lakers-Blazers in the “bubble,” which aired on ABC (3.86M), and down 10% from 2019 (Bucks-Pistons: 2.48M).
Kyle Neubeck: The Sixers say night’s Game 5 was the highest rated Sixers game on NBC Sports Philadelphia since 2002, and the No. 1 program in primetime last night. 8.6 average rating and a peak of 11.8 (which is in the ballpark of about 313,000 homes concurrently)
The WNBA’s 25th season is off to a roaring start. After the league’s “Wubble” season last year, WNBA viewership is up 74% on ABC, ESPN, and ESPN2 through the first five games of the 2021 season — an average of 357,000 viewers per game. Opening weekend saw a 325% increase in Canadian viewership — and that’s without a Canada-based team.
Figures for Thursday’s Game 3 telecasts were not immediately available. Lakers-Suns was the most-watched Game 2 with 4.02 million on TNT Tuesday night, up 17% from the comparable night in the “bubble” (Blazers-Lakers Game 1: 3.45M) and up 55% from 2019 (Thunder-Blazers Game 2: 2.59M). Grizzlies-Jazz ranked second among Game 2s with 2.76 million on TNT Wednesday, up 21% from the “bubble” (Mavericks-Clippers: 2.28M) and up 7% from 2019 (Jazz-Rockets: 2.58M).
You might ask, “What about LeBron?” Yes, he’s the NBA’s biggest remaining draw in this postseason, and when he goes against Steph, it’s a box-office bounty. You could even argue that he’s tied with Curry on a national level. I don’t think that’s the case, but it’s close enough that the argument can be made. On the local level, though? LeBron’s Lakers are nowhere near as watched in the Los Angeles market as the Warriors are in the Bay Area. The SBJ article shows us that the Warriors led all teams in local TV ratings in 2020-2021. Specifically, the Dubs’ 5.96 rating is way ahead of all others — save for the Jazz (5.90), a traditionally rabid one-team market.
The Lakers, who once ran Los Angeles before the Dodgers became one of baseball’s most locally popular teams, claimed only a 1.94 rating on their regional sports network (RSN). The Lakers averaged 96,350 households in the market in 2020-2021, while the Dodgers averaged 233,939 households last season. While you might chalk up that significantly lesser number to James missing 27 games, last season’s Lakers rating of 3.14 is still significantly lower than the recent Warriors mark. That aforementioned 2019-20 season, which was far more watched overall than the pandemic 2020-2021 season, featured a dominant Lakers squad that was charging towards contention for the first time in a decade. Still, its local rating was 89.9 percent lower than what the Warriors garnered this season.
Two big pieces of NBA viewership news happened over the last week, one more positive for the NBA than the other. We’ll start with the bad, in reference to the SBJ findings, and end on the good. This SBJ paragraph offers a good summation of the 2020-2021 RSN ratings picture overall: “The local numbers show some signs of concern, as they have posted decreases for four of the past five seasons, according to Broughton’s research. Numbers are also down three straight seasons and down 30 percent since the 2015-16 season.” Of the 28 NBA teams tracked in 2020-21, 15 declined by double digits. That’s not a majority of teams declining. That’s a majority declining by 10 percent or more. Caveats abound when we discuss the pandemic season, but the issue, as researcher Broughton puts it, is the trend that predates it. As he told me over the phone, “When you see that almost a third of the league see two straight years of significant declines, something’s up.”
The better news for the NBA is that the 2021 opening week is comparable with opening weekend of 2019, edging its average by 5,000 viewers, according to Sports Media Watch. Now, I could get into an arcane explanation of out-of-home counting and why that actually means fewer people watched in 2021 than in 2019. I could also point out that the 2019 opening weekend was totally sideswiped by Tiger Woods winning the Masters, a far bigger national happening than Phil Mickelson winning the PGA last weekend. I could add this context, but it’s sort of besides the point. The NBA’s first order of business was to stop the uncontrolled dive — and on this front, they did it.
The opening weekend of the NBA Playoffs averaged 2.89 million viewers across ESPN, ABC and TNT, up 49% from the first eight games of last year’s postseason, which aired on a Monday and Tuesday in August, and up slightly from the last traditional postseason in 2019 (2.84M). The average is identical to the six Play-in Tournament games that preceded the playoffs. Sunday’s Lakers-Suns Game 1 was the top draw of the weekend, averaging a 2.4 rating and 4.43 million viewers on ABC — topping every first round game in the “bubble” last August. Compared to the last traditional postseason in 2019, ratings slipped 2% but viewership increased 14% from Thunder-Blazers in the same Sunday afternoon window (2.6, 3.90M).
The peak audience for the Warriors-Lakers was 6.15 million between 12:30 and 1 a.m., meaning some people in other time zones stayed up late to see Los Angeles chip away at Golden State’s early lead. They were then rewarded with LeBron James’ game-winning triple in the final seconds.
Sunday’s Grizzlies-Warriors NBA regular season game averaged a 1.0 rating and 1.82 million viewers on ESPN, marking the league’s largest audience on the final day of the regular season since 2016 — when the Warriors won their record-setting 73rd game of the season on ESPN, also against the Grizzlies (3.65M), while Kobe Bryant played his final game on ESPN2 (3.47M). Keep in mind the regular season usually ends on a Wednesday night.
On the TV front, the New York Knicks delivered a big number for ESPN in Sunday’s win over the Clippers, reaping a 1,587,000 cable audience per Showbuzz, the biggest NBA viewership of that week. I say the Knicks delivered it because I’ve seen little evidence this season that the Clippers really move the needle. The impressive number is likely more of an indication that Thibodeau-mania is hitting our nation’s largest city, as the sport’s biggest and most easily excited fanbase rises to attention. That’s great news for the NBA, as the Knicks get set to play in the postseason.
Sunday’s Knicks-Clippers NBA regular season game averaged a 0.8 rating and 1.59 million viewers on ESPN, marking the league’s largest cable audience since Warriors-Lakers on the same network February 28 (1.65M). Heat-Celtics pulled a 0.6 an 1.10 million earlier in the day. In other action, Lakers-Blazers drew a 0.7 and 1.17 million on ESPN last Friday, preceded by Celtics-Bulls at a 0.6 and 896,000. Lakers-Clippers last Thursday drew a 0.8 and 1.31 million on TNT, with Nets-Mavericks leading in at a 0.7 and 1.12 million.
The NBA has struggled with viewership, with a bit of a Steph Curry bump lately, but the overall decline could be a factor in the league’s next media rights cash grab. The NBA currently gets $24 billion combined over the nine-year media rights deals with ESPN and Turner Sports that end in 2024-25. Like other sports, the league likely will have extensions or fresh rights contracts in place before then. The NBA reportedly is seeking $75 billion in total for its next deals. Eyeball count is among the factors that will dictate if that’s a realistic goal, but even in decline, live sports TV remains the most-watched programming. And that’s what advertisers ultimately want.
At the same time, the numbers from this season speak to where the NBA is at, relative to other sports. Sports Media Watch put out a top-10 list of most-watched non-football games since sports went on hiatus, and the NBA is not on there. That’s sort of amazing, considering pro basketball’s widely agreed on status as the country’s second-most-popular sport.
ESPN’s “Marvel”-themed NBA coverage was no match for the traditional broadcast, but pulled decent numbers by the standards of an alternate presentation. Monday’s Warriors-Pelicans NBA regular season game averaged a combined 1.39 million viewers across ESPN and ESPN2, with the traditional ESPN broadcast (1.12M) topping the “Marvel”-themed ESPN2 simulcast (274K) by more than 300 percent. Keep in mind that the “Marvel” simulcast also aired on ESPN+, which is not measured by Nielsen.
Lakers-Mavericks averaged a 1.1 rating and 1.89 million viewers on ABC’s NBA Saturday Primetime last weekend, ranking second-to-last among the network’s eight Saturday night games this season. Mavericks-Nets had 1.85 million in February. The same matchup averaged a 0.9 and 1.37 million on TNT last Thursday, the network’s most-watched game since Nets-Lakers on February 18 (1.94M). Sixers-Bucks had a 0.6 and 915,000 earlier in the night.
In other action, ESPN pulled a 0.9 and 1.45 million for Nuggets-Warriors and a 0.7 and 1.15 million for Nets-Celtics last Friday; a 0.6 and 1.06 million for Sixers-Bucks and 0.5 and 797,000 for Raptors-Knicks on Saturday; and a 0.9 and 1.36 million for Suns-Nets and 0.6 and 953,000 for Celtics-Hornets on Sunday. TNT drew 984,000 for Mavericks-Warriors on Tuesday.
You can see that dynamic reflected in television viewership numbers. Last Sunday’s exciting Warriors-Celtics game garnered a hair under 2.5 million viewers on ABC, the NBA’s largest audience since the Warriors were soundly beaten by the Nets on Feb. 13. Then, on cable at ESPN, the Warriors’ Monday win over the Sixers drew a hearty 1.47 million, the NBA’s largest audience on that medium since February. These numbers might not be eye-popping in the historical TV context, but in this particular season? Unexpected paydirt. For an extreme point of comparison that speaks to pandemic season expectations, on Tuesday, April 13, the Clippers-Pacers game drew an anemic 656,000 on TNT. (Data via Showbuzz.)
Stephen Curry’s recent hot streak is moving the NBA ratings needle. Warriors-Celtics averaged a 1.4 rating and 2.49 million viewers on ABC’s NBA Saturday Primetime over the weekend, the highest rated and most-watched NBA telecast — outside of the All-Star Game — since Nets-Warriors on February 13 (1.5, 2.56M). Boston’s narrow win, which saw Curry score 47 points in defeat, delivered the ninth-largest audience of the season. Golden State has played in five of the top ten games — more than any other team, including the Lakers (four).
So depleted that Dennis Schröder is being featured in network promos, the Lakers nonetheless remain the biggest draw in the NBA. The shorthanded Lakers’ surprising rout of the Nets averaged a 1.2 rating and 2.02 million viewers on ABC’s NBA Saturday Primetime last weekend, the league’s largest audience — excluding the All-Star Game — since February 21 (Celtics-Pelicans: 1.4, 2.26M). The team’s subsequent national TV appearance against the Celtics scored 1.14 million viewers on TNT Thursday night, the network’s most-watched game in more than a month (3/11 Warriors-Clippers: 1.25M).
The jury is still out on the ESPN and TNT games, but recent results have been bad. Sports media writer Ryan Glasspiegel observed that Wednesday’s ESPN NBA games finished lower than the AEW, pro wrestling’s distant No. 2 brand. On Tuesday, TNT’s NBA doubleheader averaged a meager 724,000 viewers. Due in part to key injuries, this NBA season is losing steam as it nears the finish line.
What I do know: These results further confirm that the league promoted highly misleading messaging to media members back in January. You might recall a story from earlier this year on the NBA’s viewership being up an astounding 34% on ABC, TNT and ESPN. That news was widely shared in the sports media world, and seemed to beat back against the (sadly, true) narrative of the NBA’s long-term popularity wane.
The problem with the “ratings up!” story was a subtle one: The NBA was comparing a 2020-2021 time frame in which they just had their Christmas Day games sweepstakes against a 2019-2020 time frame in which the Christmas Day games had yet to occur. This would be like if the NFL held its Super Bowl a month earlier than last season, and then used the scheduling shift to claim that playoff viewership was way, way up in January versus last year. It’s obvious B.S., but ratings data can appear arcane to many, so disingenuous positive spin travels far. This dynamic is, frankly, one of the reasons why I keep coming back to the NBA viewership issue, despite the feathers it ruffles: It’s a topic on which the sport and broader media have some trouble telling the truth.
Sans LeBron James and Anthony Davis, last Sunday’s Lakers-Clippers NBA regular season game averaged a 0.95 rating and 1.76 million viewers on ABC — the network’s lowest rated and second-least watched game this season. Clippers-Bucks had 1.68 million in February. Ratings fell 18% but viewership increased 6% from the comparable 2019 game (Thunder-Timberwolves: 1.2, 1.66M). It was the teams’ least-watched meeting since a late night Christmas game in 2016 (1.61M). Their five previous national games (including two on Opening Night, one on opening night of the “bubble,” and one on Christmas) each averaged over three million.
In other action, ESPN averaged 1.16 million for Jazz-Suns (+37%) and 1.00 million for Pelicans-Nets (+15%) Wednesday, and TNT drew 855,000 for Bucks-Warriors (-35%) and 782,000 for Sixers-Celtics (+21%) Tuesday. The comparable days in 2019 were the final two days of the regular season.
Wednesday’s Bucks-Lakers NBA regular season game averaged 1.33 million viewers on ESPN, the league’s most-watched game since the All-Star break, despite the absence of Lakers stars LeBron James and Anthony Davis. Earlier in the night, Mavericks-Celtics drew 1.07 million. There were no comparable windows in 2019.
On Thursday, the Nets’ blowout of the Hornets averaged just 635,000 viewers on TNT — the least-watched game on ABC, ESPN or TNT this season. The game drew an additional 108,000 viewers on YES Network in New York. Nuggets-Clippers drew 889,000 later in the night. The games declined 60% and 47% respectively from the comparable 2019 doubleheader (Bucks-Sixers: 1.58M; Warriors-Lakers: 1.68M).
NFL, NBA, and MLB fans aged 18-34 said that they prefer watching highlights to full games, especially when compared to other demographics. Take the NFL, for example. Among football fans, 48 percent of 18-34 year-old NFL fans said they preferred clips to actual games, while only 20 percent of 35-49-year-olds said the same, and only 11 percent of fans over 50 agreed. There isn’t as much disparity in the other sports, especially when it comes to the NBA, where even 40 percent of 50+ hoops fans say they’d rather watch highlights than the full game.
An extended absence for LeBron James is bad news for the Lakers and the NBA’s television ratings. With James and Anthony Davis both out due to injury, the Lakers’ blowout loss to the Pelicans Tuesday night averaged 920,000 viewers on TNT — down 35% from Rockets-Bucks on the comparable night in 2019 (1.41M) and the least-watched Laker game on ESPN, ABC or TNT since James joined the team in 2018. The previous low was 970,000 for a 2019 Lakers-Jazz game in which James sat out.
In other recent NBA action, ESPN drew a 0.7 rating (-26%) and 1.15 million viewers (-17%) for Clippers-Mavericks and a 0.6 (-41%) and 931,000 (-37%) for Bucks-Sixers last Wednesday. TNT the previous night had a 0.6 and 1.03 million for Jazz-Celtics and a 0.6 and 983,000 for Pelicans-Blazers. Preceding the aforementioned Lakers-Warriors game on March 15, ESPN drew a 0.7 (-35%) and 1.13 million (-36%) for Knicks-Nets. Finally, Clippers-Pelicans had a 0.6 (-34%) and 1.01 million (-24%) on ESPN March 14. All comparisons are to 2019.
Thursday’s Warriors-Clippers NBA regular season game, in which Los Angeles led by as many as 39 points in the third quarter, averaged 1.25 million viewers on TNT — up 34% from Mavericks-Nuggets on the comparable night in 2019 (931K). There were no comparable games last year as the NBA season had been suspended.
In the final games before the All-Star break, TNT averaged 1.06 million for Heat-Pelicans Thursday night — down 31% from Clippers-Rockets last year (1.53M). The previous night, ESPN pulled 1.09 million for Nets-Rockets and 1.32 million for Warriors-Blazers, up 30% and down 10% respectively from last year’s comparable doubleheader (Pacers-Bucks: 839K; Pelicans-Mavericks: 1.47M).
The pandemic and the overall trend of people watching less broadcast and cable TV in general in recent years suggests Sunday’s game likely will not come close to the viewership numbers it used to generate. “I think it’ll be the lowest-rated and least-watched NBA All-Star Game ever,” said Jon Lewis, who’s crunched audience data at Sports Media Watch since 2006. “That’s really the way sports on TV are going. Plus, the players don’t even want to play in it.”
Stefan Bondy: Heard the Knicks crushed the Nets in the TV ratings last night. Also beat them Sunday when facing the lowly Timberwolves and Nets were playing the Clippers.
Celtics-Pelicans averaged a 1.4 rating and 2.26 million viewers on ABC’s NBA Sunday Showcase last weekend, up 17% in ratings and 14% in viewership from the first Sunday Showcase game last year, which aired on Super Bowl Sunday (Pelicans-Rockets: 1.2, 1.99M), but down 39% and 37% respectively from Celtics-Lakers on the same February weekend last year (2.3, 3.59M).
New Orleans’ comeback win was the top NBA game of a weekend that included the league’s highest profile teams. The previous night, Heat-Lakers drew a 1.3 and 2.20 million on ABC’s NBA Saturday Primetime — up 18% and 29% respectively from the same weekend last year (Sixers-Bucks: 1.1, 1.71M). On ESPN Sunday night, Nets-Clippers drew a 0.9 and 1.51 million.
The rise of European NBA players like Giannis Antetokounmpo, Luka Doncic and Nikola Jokic has led to significant viewership growth in major markets on the continent this season, league officials said this week. The growth in Europe is being fueled by a 15% increase in NBA League Pass subscriptions internationally, which makes games available to fans in more than 200 countries.
The NBA has always been a top-heavy league and that extends to team popularity. The following is an attempt to quantify that phenomenon. Ratings numbers are courtesy of Showbuzz. 1. Lakers: 1,505,167 (avg. viewership) The NBA’s Cadillac delivers yet again, and why shouldn’t it? You’ve got LeBron James, the league’s biggest brand and they’re defending champs. Of course, they’re going to lead everyone in viewership, and it’s not surprising that the margin is over 100,000 viewers.
2. Warriors: 1,367,250. When Steph Curry is playing, the Warriors are a top public team. They’re behind the Lakers here, but they’re also a far worse squad, with no hope of winning a title. Also, it should be noted that the Warriors played two highly-anticipated ESPN games against the Clippers that occurred concurrently with an especially insane news cycle (look up when those games were). In normal circumstances, those games probably do better by the hundreds of thousands. There’s an argument that all things being equal, Steph’s Warriors are a bigger draw than LeBron’s Lakers. That’s mostly a theoretical claim because, until Klay Thompson returns and some moves are made, all things will remain far from equal.
Ratings and viewership paled in comparison to Durant’s previous homecoming — his 2017 return to Oklahoma City as a member of the Warriors averaged a 3.4 and 6.04 million in the same Saturday Primetime window.
In other action, ESPN averaged a 0.8 and 1.27 million for Lakers-Nuggets and a 0.7 and 1.15 million for Blazers-Mavericks Sunday night. It also pulled a 0.8 and 1.26 million for Grizzlies-Lakers and a 0.6 and 1.04 million for Pelicans-Mavericks on Friday. Shifting to this week’s games, TNT drew just 984,000 for Nets-Suns and 943,000 for Pelicans-Grizzlies on Tuesday. Wednesday’s ESPN numbers were not immediately available.
Warriors-Mavericks averaged a 1.25 rating and 2.23 million viewers on ABC’s NBA Saturday Primetime last weekend, down 29% in ratings and 23% in viewership from Lakers-Warriors on the same weekend last year (1.8, 2.88M) and down 26% and 16% respectively from 2019 (Thunder-Rockets: 1.7, 2.67M). The previous night, ESPN posted a 0.8 (+8%) and 1.29 million (+14%) for Celtics-Clippers and a 0.7 (+13%) and 1.13 million (+14%) for Raptors-Nets. Shifting to this week, TNT drew just 893,000 viewers for Celtics-Jazz (-28%) and 891,000 for Rockets-Pelicans (-17%) on Tuesday.
Tuesday’s Clippers-Nets NBA regular season game averaged 1.66 million viewers on TNT, up 32% from the comparable February date last year (Bucks-Pelicans: 1.25M) and up 112% from 2019 (Raptors-Sixers: 782K). The Celtics-Warriors nightcap was actually higher at 1.73 million, up 23% from last year (Spurs-Lakers: 1.40M) and up 129% from ’19 (Heat-Blazers: 755K).
Lakers-Celtics averaged a 1.6 rating and 2.74 million viewers on the season premiere of ABC’s NBA Saturday Primetime, up 45% in ratings and 65% in viewership from the same weekend last year (2/1/20 Sixers-Celtics: 1.1, 1.66M), but down 15% and 6% respectively from the first Saturday Primetime game last season, which aired two weeks earlier (1/18/20 Lakers-Rockets: 1.9, 2.92M). Viewership peaked at 3.45 million. The Lakers and Celtics’ meeting on ABC last season — a Sunday afternoon game in mid-February — averaged a 2.3 and 3.59 million.
Since his Jan. 16 debut, the Nets on YES Network are outperforming the Knicks on MSG Network in viewership in the New York market, according to industry sources. In their eight games on YES, the Nets are leading the Knicks by an average of 10 percent. The numbers factor in MSG Network and its spillover channel MSG Plus. The Nets, since Harden’s first game, are averaging 122,000 viewers per game to the Knicks’ 111,000 viewers, based on Nielsen ratings, according to sources.
Nets Daily: Nets ratings on @YESNetwork still rising. Wednesday's game vs. Hawks averaged 103,000 viewers. Peaked at 182,000 viewers (10:00 – 10:15 pm ET). Sixth straight YES Nets telecast with an average of more than 100,000 viewers. That's more than double last year's viewership.
Viewership hit rock bottom last fall, when the 2020 NBA Finals saw a 51% decline from the year before, with Games 1, 2, and 3 ranking as the least-watched Finals games on record. Highlights of this NBA season’s viewership spike: TNT’s Opening Night doubleheader was the most-watched Opening Night since 2017, averaging 2.9 million viewers.
Overall, the league had its most-watched opening week since 2012 with an average of 3.4 million viewers, up 67% from last year’s opening week. TNT’s MLK Day tripleheader averaged 1.73 million viewers, up 32% from last January’s tripleheader.
Vincent Goodwill: Last night’s BKN-CLE game was the most-viewed game in the U.S. and fourth most-viewed game globally on League Pass this season. Viewers were up 115% and watch hours were up 227% vs. the per-game averages for the season.
Alex Schiffer: From @YESNetwork: YES’ telecast of last evening’s Nets-Cavs game averaged 159,000 Total Viewers in the New York DMA, the network’s most-viewed Nets telecast in six years (179,000 average Total Viewers for its December 8, 2014 game, also against the Cavs). @NetsOnYES
The NBA has reported viewership increases from last season on NBA League Pass (46%), minutes viewed on League Pass (18%) and engagement on the league’s social media platforms (201%). TNT’s Martin Luther King Day tripleheader (Suns-Grizzlies, Nets-Bucks, Warriors-Lakers) also netted an average of 1.73 million viewers, a 32% increase from the network’s MLK Day coverage last season. That increase can be partly attributed to the presence of the Warriors’ Stephen Curry and the Nets’ Kevin Durant, both of whom had significant injuries last season. As USA TODAY Sports and others reported last month, the NBA’s television ratings on opening week yielded a 67% percent increase compared to last season, and its Christmas Day games netted a 10% increase in viewership. The NBA started this season on Dec. 22 after starting last season on Oct. 22.
Overall, TNT’s MLK Day tripleheader, which also included the Phoenix Suns vs. Memphis Grizzlies, averaged 1.6 million viewers across TNT and TV Everywhere platforms, up 26% over last year’s coverage. TNT’s live NBA regular season game coverage is averaging 1.7 million viewers, up 21% vs. the same number of games last year (1.4 million viewers through 12 telecasts).
Storyline: TV Ratings
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