Demo Reel, Part 3: Except For NBA, Not Much Diversity in Sports TV Audience

Demographic Data For Select Sporting Events

By race

AFRICAN AMERICANS
TC	African Americans Overall			African Americans 2-17			African Americans 18-34			African Americans 35-54			African Americans 55-99
TC	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct
2013 NBA Finals: Heat 4, Spurs 3
Game 1	14.4	5.42M	38%	8.1	794K	6%	14.4	1.39M	10%	17.7	1.06M	7%	17.8	1.39M	10%
Game 2	14.3	5.40M	37%	8.0	789K	5%	14.3	1.38M	9%	17.6	1.06M	7%	17.9	1.40M	10%
Game 3	13.4	5.06M	36%	6.4	626K	4%	14.9	1.43M	10%	16.2	987K	7%	16.8	1.31M	9%
Game 4	14.9	5.62M	35%	6.7	660K	4%	15.6	1.51M	9%	19.9	1.15M	7%	17.7	1.39M	9%
Game 5	14.5	5.48M	34%	7.3	723K	4%	14.0	1.35M	8%	18.2	1.12M	7%	19.3	1.51M	9%
Game 6	17.9	6.74M	33%	9.7	956K	5%	20.1	1.94M	9%	21.6	1.24M	6%	20.4	1.60M	8%
Game 7	22.4	8.44M	32%	13.7	1.35M	5%	23.8	2.29M	9%	26.8	1.48M	6%	25.7	2.01M	8%
2013 World Series: Red Sox 4, Cardinals 2
Game 1	2.1	821K	6%	0.4	38K	0%	1.0	102K	1%	2.8	297K	2%	4.7	385K	3%
Game 2	1.9	747K	6%	0.4	42K	0%	0.9	89K	1%	2.1	226K	2%	4.7	390K	3%
Game 3	1.9	730K	6%	0.4	36K	0%	0.9	89K	1%	2.0	213K	2%	4.8	393K	3%
Game 4	3.0	1.15M	7%	0.7	65K	0%	1.7	168K	1%	3.0	319K	2%	7.2	599K	4%
Game 5	2.1	825K	6%	0.5	50K	0%	1.3	125K	1%	1.9	201K	1%	5.4	499K	3%
Game 6	2.8	1.08M	6%	0.6	59K	0%	1.6	157K	1%	3.5	375K	2%	5.9	490K	3%
2013 Stanley Cup Final: Blackhawks 4, Bruins 2
Game 1	0.8	289K	5%	0.3	34K	1%	0.5	45K	1%	0.9	97K	2%	1.5	114K	2%
Game 2	0.1	56K	1%	0.1	12K	0%	0.1	9K	0%	0.2	24K	1%	0.1	11K	0%
Game 3	0.1	51K	1%	0.1	6K	0%	0.1	7K	0%	0.2	21K	1%	0.2	17K	0%
Game 4	0.8	290K	4%	0.3	27K	0%	0.6	55K	1%	1.0	104K	2%	1.3	104K	2%
Game 5	0.4	163K	3%	0.2	15K	0%	0.2	20K	0%	0.5	55K	1%	0.9	72K	1%
Game 6	0.7	277K	3%	0.3	28K	0%	0.6	53K	1%	1.1	114K	1%	1.1	83K	1%
2013 NCAA Tournament Final Four
Semi #1	5.2	1.98M	14%	2.2	216K	1%	3.6	349K	2%	6.7	703K	5%	9.1	708K	5%
Semi #2	6.7	2.54M	15%	2.0	194K	1%	5.5	529K	3%	9.7	1.02M	6%	10.2	796K	5%
Champ.	9.3	3.52M	15%	3.8	372K	2%	7.3	705K	3%	13.2	1.37M	6%	13.7	1.07M	5%
2013 Bowl Championship Series
Rose	3.8	1.43M	8%	1.5	143K	1%	3.2	304K	2%	4.5	472K	3%	6.5	507K	3%
Orange	3.1	1.17M	11%	1.8	179K	2%	2.3	217K	2%	3.7	387K	4%	4.9	383K	4%
Sugar	3.7	1.40M	14%	1.9	188K	2%	2.2	213K	2%	4.9	514K	5%	6.2	486K	5%
Fiesta	3.5	1.30M	11%	1.2	118K	1%	3.3	314K	3%	4.5	469K	4%	5.1	400K	3%
BCS NC	8.4	3.17M	12%	4.3	423K	2%	8.3	802K	3%	11.0	1.15M	4%	10.2	797K	3%
2013 U.S. Open Singles Finals
Women	4.5	1.74M	28%	1.5	149K	2%	2.2	213K	3%	5.9	628K	10%	9.1	751K	12%
Men	1.2	452K	13%	0.3	29K	1%	0.4	40K	1%	1.4	147K	4%	2.9	237K	7%
2013 WNBA Finals: Lynx 3, Dream 0
Game 1	0.4	140K	36%	0.2	23K	6%	0.2	23K	6%	0.5	52K	13%	0.5	43K	11%
Game 2	0.4	138K	42%	0.1	14K	4%	0.2	21K	6%	0.4	39K	12%	0.8	64K	20%
Game 3	0.3	108K	34%	0.2	23K	7%	0.1	13K	4%	0.3	33K	10%	0.5	39K	12%
HISPANICS
TC	Hispanics Overall			Hispanics 2-17			Hispanics 18-34			Hispanics 35-54			Hispanics 55-99
TC	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct
2013 NBA Finals: Heat 4, Spurs 3
Game 1	4.4	2.11M	15%	3.0	427K	3%	5.0	719K	5%	4.7	597K	4%	5.6	364K	3%
Game 2	4.6	2.21M	15%	2.3	337K	2%	5.6	799K	5%	5.0	638K	4%	6.7	440K	3%
Game 3	5.1	2.44M	17%	2.9	421K	3%	6.2	888K	6%	5.5	704K	5%	6.5	425K	3%
Game 4	5.6	2.71M	17%	3.6	523K	3%	6.3	909K	6%	5.9	756K	5%	8.1	527K	3%
Game 5	5.2	2.48M	15%	2.5	360K	2%	5.9	844K	5%	5.5	705K	4%	8.7	570K	4%
Game 6	7.1	3.41M	17%	4.4	642K	3%	8.2	1.17M	6%	7.0	900K	4%	10.7	699K	3%
Game 7	8.6	4.15M	16%	6.1	887K	3%	9.2	1.32M	5%	9.0	1.15M	4%	12.0	787K	3%
2013 World Series: Red Sox 4, Cardinals 2
Game 1	2.6	1.31M	9%	1.2	180K	1%	2.2	315K	2%	3.1	404K	3%	5.7	406K	3%
Game 2	2.2	1.08M	8%	0.6	95K	1%	1.4	203K	2%	2.7	356K	3%	5.9	423K	3%
Game 3	2.6	1.27M	10%	0.8	118K	1%	1.9	273K	2%	3.0	394K	3%	6.8	486K	4%
Game 4	2.9	1.43M	9%	0.9	138K	1%	2.2	327K	2%	3.6	471K	3%	7.0	497K	3%
Game 5	2.6	1.30M	9%	0.9	134K	1%	2.2	320K	2%	2.9	381K	3%	6.6	466K	3%
Game 6	3.6	1.77M	9%	1.1	168K	1%	3.2	462K	2%	4.2	562K	3%	8.1	573K	3%
2013 Stanley Cup Final: Blackhawks 4, Bruins 2
Game 1	0.6	289K	5%	0.4	51K	1%	0.6	90K	1%	0.9	112K	2%	0.5	36K	1%
Game 2	0.3	160K	4%	0.2	26K	1%	0.3	43K	1%	0.5	67K	2%	0.4	23K	1%
Game 3	0.2	97K	2%	0.0	5K	0%	0.3	36K	1%	0.3	42K	1%	0.2	14K	0%
Game 4	0.6	305K	5%	0.4	52K	1%	0.6	80K	1%	0.9	116K	2%	0.9	56K	1%
Game 5	0.4	197K	3%	0.4	51K	1%	0.3	42K	1%	0.5	62K	1%	0.6	42K	1%
Game 6	0.9	450K	6%	0.6	86K	1%	1.3	182K	2%	1.0	129K	2%	0.8	52K	1%
2013 NCAA Tournament Final Four
Semi #1	1.1	521K	4%	0.6	88K	1%	1.0	138K	1%	1.4	174K	1%	1.9	121K	1%
Semi #2	1.3	649K	4%	0.7	104K	1%	1.3	187K	1%	1.8	228K	1%	2.0	131K	1%
Champ.	2.4	1.17M	5%	1.3	189K	1%	2.7	390K	2%	2.6	338K	1%	3.9	256K	1%
2013 Bowl Championship Series
Rose	1.2	584K	3%	0.2	32K	0%	0.8	116K	1%	1.8	236K	1%	3.1	200K	1%
Orange	0.7	335K	3%	0.2	23K	0%	0.4	58K	1%	1.3	163K	2%	1.4	91K	1%
Sugar	0.8	407K	4%	0.6	87K	1%	0.5	76K	1%	1.3	169K	2%	1.1	74K	1%
Fiesta	1.5	703K	6%	0.7	108K	1%	1.8	264K	2%	1.7	221K	2%	1.7	111K	1%
BCS NC	2.3	1.11M	4%	1.1	161K	1%	2.1	295K	1%	3.4	440K	2%	3.2	212K	1%
2013 U.S. Open Singles Finals
Women	0.9	433K	7%	0.2	26K	0%	0.3	48K	1%	1.3	168K	3%	2.7	191K	3%
Men	0.4	220K	6%	0.1	13K	0%	0.2	33K	1%	0.4	51K	2%	1.7	123K	4%
2013 WNBA Finals: Lynx 3, Dream 0
Game 1	0.1	25K	6%	0.0	7K	2%	0.0	6K	2%	0.1	9K	2%	0.1	4K	1%
Game 2	0.0	18K	5%	0.0	3K	1%	0.0	1K	0%	0.1	7K	2%	0.1	7K	2%
Game 3	0.0	12K	4%	0.0	1K	0%	0.0	1K	0%	0.1	7K	2%	0.0	3K	1%
ASIANS
TC	Asians Overall			Asians 2-17			Asians 18-34			Asians 35-54			Asians 55-99
TC	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct	Rtg.	Vwrs.	Pct
2013 NBA Finals: Heat 4, Spurs 3
Game 1	6.1	1.01M	7%	3.2	116K	1%	7.3	328K	2%	6.3	311K	2%	7.3	252K	2%
Game 2	6.8	1.12M	8%	3.3	121K	1%	7.6	339K	2%	7.6	375K	3%	8.2	283K	2%
Game 3	6.9	1.13M	8%	3.9	140K	1%	8.2	367K	3%	6.5	319K	2%	8.9	307K	2%
Game 4	7.5	1.23M	8%	3.5	127K	1%	8.3	372K	2%	8.0	395K	2%	9.8	337K	2%
Game 5	7.8	1.29M	8%	3.9	140K	1%	8.1	362K	2%	7.7	378K	2%	11.8	408K	3%
Game 6	10.6	1.75M	8%	5.3	191K	1%	12.7	566K	3%	10.2	500K	2%	14.3	493K	2%
Game 7	11.4	1.87M	7%	6.9	249K	1%	13.5	605K	2%	11.6	572K	2%	12.8	443K	2%
2013 World Series: Red Sox 4, Cardinals 2
Game 1	2.7	431K	3%	1.6	55K	0%	2.8	115K	1%	3.1	153K	1%	3.0	108K	1%
Game 2	2.3	381K	3%	1.2	41K	0%	2.5	102K	1%	2.6	127K	1%	3.0	110K	1%
Game 3	2.0	324K	3%	1.3	46K	0%	1.9	79K	1%	2.1	104K	1%	2.6	95K	1%
Game 4	3.4	558K	3%	1.3	44K	0%	5.4	224K	1%	2.7	135K	1%	4.2	155K	1%
Game 5	2.5	403K	3%	0.9	31K	0%	3.0	126K	1%	2.8	138K	1%	3.0	108K	1%
Game 6	3.6	580K	3%	1.5	53K	0%	5.4	223K	1%	3.7	182K	1%	3.3	122K	1%
2013 Stanley Cup Final: Blackhawks 4, Bruins 2
Game 1	1.5	255K	4%	0.6	22K	0%	2.6	117K	2%	1.7	83K	1%	1.0	34K	1%
Game 2	0.9	151K	4%	0.5	18K	0%	1.3	60K	2%	0.9	45K	1%	0.8	27K	1%
Game 3	0.6	103K	3%	0.3	10K	0%	0.9	40K	1%	0.8	37K	1%	0.5	16K	0%
Game 4	1.1	178K	3%	0.6	23K	0%	1.1	51K	1%	1.4	68K	1%	1.0	35K	1%
Game 5	1.1	186K	3%	0.4	14K	0%	2.0	91K	2%	1.0	47K	1%	1.0	34K	1%
Game 6	1.8	292K	4%	0.9	33K	0%	1.9	83K	1%	2.2	107K	1%	2.0	69K	1%
2013 NCAA Tournament Final Four
Semi #1	3.4	559K	4%	1.9	68K	0%	4.6	204K	1%	4.3	209K	1%	2.2	77K	1%
Semi #2	4.4	725K	4%	1.6	57K	0%	5.2	233K	1%	5.3	259K	2%	5.1	175K	1%
Champ.	6.1	1.01M	4%	2.3	84K	0%	7.5	334K	1%	6.7	329K	1%	7.6	262K	1%
2013 Bowl Championship Series
Rose	2.9	470K	3%	1.2	43K	0%	1.6	73K	0%	3.5	174K	1%	5.2	181K	1%
Orange	1.4	237K	2%	0.6	23K	0%	1.4	61K	1%	1.7	85K	1%	2.0	68K	1%
Sugar	1.3	212K	2%	0.6	23K	0%	1.0	43K	0%	2.3	115K	1%	0.9	30K	0%
Fiesta	2.1	341K	3%	1.1	40K	0%	2.3	103K	1%	2.5	123K	1%	2.2	75K	1%
BCS NC	5.5	901K	3%	3.2	115K	0%	5.1	227K	1%	6.7	329K	1%	6.7	230K	1%
2013 U.S. Open Singles Finals
Women	2.3	369K	6%	0.7	23K	0%	1.9	79K	1%	2.3	116K	2%	4.2	152K	2%
Men	1.5	248K	7%	0.6	22K	1%	1.1	47K	1%	1.3	63K	2%	3.2	116K	3%
2013 WNBA Finals: Lynx 3, Dream 0
Game 1	0.0	5K	1%	0.0	0	0%	0.1	3K	1%	0.0	1K	0%	0.0	2K	1%
Game 2	0.1	9K	3%	0.0	0	0%	0.0	1K	0%	0.0	0	0%	0.2	7K	2%
Game 3	0.0	7K	2%	0.0	0	0%	0.0	1K	0%	0.0	2K	1%	0.1	4K	1%

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Tags: Demo Reel

TV Ratings: Lakers/Heat Up on TNT (Also: NHL on NBC, Liga MX Soccer)

Jon Lewis

Jon Lewis has been covering the sports media industry on a daily basis since 2006 as the founder and main writer of Sports Media Watch. You can contact him here or on the social media websites X (Twitter) or Bluesky.

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Comments 2

evo morales says:

12 years ago

Great stuff as always. Do you have minority viewing figures for other years? Specifically, I’d like to see the Hispanic numbers for the NBA…..I’m curious if 15%-17% is about average, or if those numbers are inflated a bit due to the largest Hispanic populations in Miami and San Antonio.
- Paulsen says:
  
  12 years ago
  
  Here is the previous version of the series from 2010: http://www.sportsmediawatch.com/2010/08/demo-reel-how-major-events-did-in/
  
  The Hispanic demo made up a slightly smaller percent of the audience for the Lakers/Celtics finals that year — 10-14%.