Going dark opposite the NCAA Tournament has helped ABC narrow its NBA ratings decline from double-digits to just 4%.
Entering this Sunday’s NBA doubleheader, ABC is averaging a 2.4 rating and 4.0 million viewers for NBA coverage, down 4% in ratings but virtually flat in viewership compared to last year (2.5, 4.0 mil). Compared to 2008, the 2.4 rating is up 9%.
ABC did not air NBA coverage during the past two weeks, to avoid competing with the NCAA Tournament. Prior to the hiatus, ABC’s NBA ratings were down 11%.
Last year, the network aired two games opposite the tournament, drawing ratings of 1.2 (Heat/Pistons) and 1.6 (Mavericks/Cavaliers). The low numbers dragged down the season average from a 2.7 to a 2.5, hence this year’s decline shrinking from 11% (2.7 to 2.4) to 4% (2.5 to 2.4).
On cable, ESPN is averaging just under 1.6 million viewers for its NBA coverage, off 7% from last year (1.7 mil). Meanwhile, TNT is averaging 1.7 million, virtually flat compared to last year.
Viewership For NBA on National Television During 2009-10 Season
(ESPN, TV By The Numbers)
