Injuries, competition and a weak schedule have NBA ratings in an early-season hole.
NBA games have averaged 1.45 million viewers across ESPN and TNT through last night, down 18% from the same point last year (1.75M). Of the 26 windows that can be compared to last year, 18 have declined — including 14 of 18 since Opening Week.
TNT has been hit particularly hard. Ten of its 12 windows down double-digits from last year, and each of its last eight games have failed to crack the million viewer mark. Last night, the network averaged a 0.49 rating (-41%) and 777,000 viewers (-40%) for Blazers-Bucks and a 0.47 (-22%) and 723,000 (-18%) for Pelicans-Suns.
TNT has punted on competing with NFL Thursday Night Football this season. Since Opening Week, its schedule has featured low-wattage teams the Hawks, Hornets, Knicks, Suns and the Zion Williamson-less Pelicans.
Williamson’s absence has been a particular issue, with all four Pelicans games on TNT and ESPN down double-digits.
ESPN is off to a comparably healthy start, with viewership down a modest 7% from last year (excluding a special Saturday night broadcast of LeBron James’ Laker home opener). That is despite the network airing six games opposite the World Series, compared to two last season.
Only three of the network’s 17 windows have failed to crack the million mark. Two aired opposite Game 7 of the World Series and the third was a matchup of lottery teams the Cavaliers and Wizards.
Still, ESPN has posted declines for just over half (eight) of 14 windows that can be compared to last year. That includes Wednesday’s marquee Celtics-Clippers game, the debut of Kawhi Leonard and Paul George as teammates. Ratings fell 15% (to 1.1) and viewership 22% (to 1.61M) from Blazers-Lakers last year (1.3, 2.07M).
Its lead-in — the depleted Warriors’ 48-point loss to Dallas — sank 21% (to 0.65) and 19% (to 1.02M) respectively.
Not all of the news has been negative. On Tuesday night, NBA TV averaged a 0.41 and 684,000 (+242%) for Blazers-Pelicans and a season-high 0.44 and 712,000 for Thunder-Lakers.
[Nielsen estimates from Programming Insider 11.21 a, b, 11.22]
