NBA Finals: Ratings Down, Viewership Up, For Thunder/Heat Game 3

Posted by | 06/18/2012 at 6:22 pm

Competition from the U.S. Open cooled off the hot start for the 2012 NBA Finals.

Game 3 of the Thunder/Heat NBA Finals drew an 8.8 final rating and 15.452 million viewers on ABC Sunday night, down 3% in ratings and up 1% in viewership from Heat/Mavericks Game 3 last year (9.1, 15.338M), and down 8% and 3%, respectively, from Lakers/Celtics Game 3 in 2010 (9.6, 15.959M).

The 8.8 rating for Sunday’s game is the lowest for any NBA Finals game since Celtics/Lakers Game 1 in 2010 (8.6), and the lowest for a Game 3 since Lakers/Magic Game 3 in 2009 (8.6).

Sunday’s game aired directly opposite coverage of the final round of the U.S. Open on NBC. While the NBA attracted a much larger audience, golf clearly lured away some viewers. Games 1 and 2 drew ratings of 9.9 and 10.4, respectively, and each topped sixteen million viewers.

Even with the lower numbers, Sunday’s game ranks as the third-most viewed Game 3 of the NBA Finals on ABC since the network resumed airing games in the 2002-03 season. Only Lakers/Celtics in 2010 and Lakers/Pistons in 2004 (16.213M) drew more viewers.

Among adults 18-49, Sunday’s game drew a 6.5 rating — up 6% from last year (6.1), but down 3% from 2010 (6.7). The 6.5 is the third-highest in the demo for a Game 3 on ABC.

The lower numbers for Game 3 dragged the overall average for the NBA Finals back into the single-digits. Through three games, the series has averaged a 9.7 rating and 16.099 million viewers on ABC, up 7% in ratings and 5% in viewership from last year (9.1, 15.345M), and up 7% and 6%, respectively, from 2010 (9.1, 15.252M). The series ranks as the most-viewed NBA Finals ever through three games on ABC.

Outside of Oklahoma and Florida, the top five markets for this series are Cleveland (17.8), Memphis (15.6), New Orleans (14.0), San Antonio (14.0) and Atlanta (13.6). Seattle, home of the SuperSonics franchise for four decades before the team relocated to Oklahoma City, ranks 39th out of the 56 metered markets (8.7).

Boston, as usual, ranks among the lowest rated markets. The series has averaged a 7.1 rating in the market, ranking 50th out of 56 markets.

Ratings/Viewership For Game 3 of the NBA Finals
Past decade

Year Date Away Home Net Rating Viewers (000) A18-49
2012 Sun., 6/17/12 Thunder Heat ABC
8.8
15,452
6.5
2011 Sun., 6/5/12 Heat Mavs ABC
9.1
15,338
6.1
2010 Tue., 6/8/10 Lakers Celtics ABC
9.6
15,959
6.7
2009 Tue., 6/9/09 Lakers Magic ABC
8.6
14,196
5.9
2008 Tue., 6/10/08 Celtics Lakers ABC
9.2
14,509
6.0
2007 Tue., 6/12/07 Spurs Cavs ABC
6.4
9,492
3.8
2006 Tue., 6/13/06 Mavs Heat ABC
8.0
12,246
5.1
2005 Tue., 6/14/05 Spurs Pistons ABC
7.2
10,633
4.5
2004 Thu., 6/10/04 Lakers Pistons ABC
10.5
16,213
7.0
2003 Sun., 6/8/03 Spurs Nets ABC
7.0
10,756
4.4
2002 Sun., 6/9/02 Lakers Nets NBC
10.2
16,209
n/a

(Sunday’s numbers from ESPN Media Zone; local averages from Atlanta Journal-Constitution, ESPN; demo numbers from TV By the Numbers)

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  • http://profile.yahoo.com/GDEYUQYISOX47HRGQ6O6JMNQAA MG

    Game 4 needs to draw a 10.9 final rating to bring the series average back up to double digits. While that won’t happen, I think we’ll see about 16-17 million viewers and a 10.2 household rating.

    • JakeFrankie

      The series is going to finish in Double Digits even if it ends on game 5. It’s only down 4% from (2 game series average) 10.1 to 9.7, I’m pretty sure game 4 will draw pretty good numbers, Game 5 will do even better and so on so forth. A 11.0 ratings might be a little too high at this point, But it will be the 3rd year in a row the NBA has gotten a double digit rating in the NBA Finals – 2010 10.6 – 2011 10.2.

      Your prediction of 10.2 is pretty on point, My guess is it will draw a 10.1 but we shall see how it goes.

  • jlasoon

    This is like 5 straight years of Kobe, Lebron or the Celtics. It’s getting old, and the numbers reflect it. I mean an 8.8 on a Sunday night? Really? Congratulations NBA, your getting Rangers/Cardinals WS numbers.

    • JakeFrankie

      You really think anyone eles in the NBA can outdraw this series (Besides LA or NY) ? These numbers are great, Plus golf got destroyed in the ratings but without a doubt took some viewers away from the NBA game.

      9.9 to a 10.4 to a 8.8 OMG NBA is doing terrible LOL, This 2008-present is drawing the BEST numbers since the NBC years. NBA is very happy and As much as people “Hate LeBron” People love watching his teams play on TV Since he’s usually on ALL the top rated NBA games regular season or postseason. It’s the same with the Lakers they are a huge draw for the NBA but people are “Sick” of them, But Lakers still draw fantastic ratings.

  • Tatig

    Hummm. You have game 3 at 8.8 but wikipedia has it at10. 4. I tend to believe wikipedia numbers because its only 1 million drop… As opposed to you. 8.8 drop is quite big. Are you sure you are not using fast overnight and not final?

    • Paulsen

      The 10.4 was the overnight.

      • JakeFrankie

        Paulsen what’s your prediction for tonight? Mine is 10.1