The NBA may want to reconsider starting its postseason on the same weekend as the Masters.
Ratings and viewership declined double-digits for all-but-one NBA playoff window over the weekend. The exception was Saturday’s Clippers-Warriors Game 1, which had a 3.0 and 4.83 million on ABC in primetime — up 7% in ratings and 13% in viewership from ABC’s opener last postseason (Spurs-Warriors: 2.8, 4.28M) and up 20% in both measures from its 2017 opener (Pacers-Cavaliers: 2.5, 4.04M). Those games aired in the afternoon.
Versus the same window last year, Heat-Sixers on ESPN, ratings and viewership both increased 20% (from 2.5 and 4.02M).
Golden State’s win was the most-watched game on the opening day of the postseason in 16 years — since Sonics-Spurs on NBC in 2002 (4.95M). Keep in mind it was the first opening round game on primetime broadcast television in recent memory, if not ever.
The rest of the weekend was a dud. On Sunday, ABC earned a 2.55 and 3.90 million for Thunder-Blazers Game 1 — down 32% in ratings and 34% in viewership from last year (Pacers-Cavaliers: 3.8, 5.94M) and down 31% and 40% respectively from 2017 (Blazers-Warriors: 3.7, 6.52M). It was ABC’s least-watched opening weekend playoff game in four years (2015 Pelicans-Warriors: 3.49M).
The Blazers’ win avoided competition with Tiger Woods‘ dramatic win at the Masters, which moved up to Sunday morning due to weather. Even so, it was no match for a competing replay of the final round, which had a 3.0 and 4.54 million. It beat the replay handily in adults 18-49 (1.3 to 0.8).
The results were worse on cable. Airing opposite Woods’ win (6.9, 10.81M), TNT’s Pacers-Celtics Game 1 had a 1.2 and 1.81 million — down 40% in ratings and 44% in viewership from last year (Bucks-Celtics: 2.0, 3.20M) and down 20% and 30% respectively from 2017 (Hawks-Wizards: 1.5, 2.58M). It was the least-watched opening weekend playoff game since 2015 (Wizards-Raptors: 1.78M).
In primetime, Pistons-Bucks had a 1.6 (-36%) and 2.66 million (-35%) and Jazz-Rockets a 1.9 (-30%) and 3.04 million (-31%). While those games did not have to contend with the Masters, they faced even stiffer competition — the season premiere of HBO series “Game of Thrones” (11.76M; 17.4M including streaming).
Returning to Saturday, ESPN drew a 1.3 and 2.04 million for Nets-Sixers Game 1. ESPN did not carry a game in the same timeslot last year, but compared to Spurs-Warriors on ABC, ratings fell 54% and viewership 52%. Later in the day, Magic-Raptors had a 1.5 (-17%) and 2.44 million (-15%). Those games aired opposite the Masters.
Saturday’s Spurs-Nuggets nightcap faced no such competition, but still only had a 1.1 and 1.83 million — down 45% in ratings and 39% in viewership from last year (Pelicans-Blazers: 2.0, 3.01M) and down 39% and 37% respectively from 2017 (Jazz-Clippers; 1.8, 2.91M).
The 1.1 rating is tied as the lowest for an opening weekend playoff game since 2001, matching Nets-Raptors in 2007 and Magic-Hornets in 2002.
[Numbers from Nielsen via ShowBuzz Daily 4.16]
