Despite its stereotype-driven image woes, the NBA continues to see its ratings rise this season.
Heading into the All Star Break, ABC is averaging a 2.5 rating for seven NBA games, up 4% from a 2.4 through the comparable date last year. Last Sunday, the network averaged a 2.5 rating for an NBA doubleheader, up 9% from a 2.3 for two comparable games in ’07. Corporate sibling ESPN is averaging a 1.0 national rating for NBA games this season, flat from last year, with a 5% increase in households.
Ratings for games on TNT are also up. Through 33 games, TNT is averaging a 1.1 national rating and 1.2 million households, up 10% and 11%, respectively, from last year. The network has also seen “double-digit gains in males 18-34, 18-49 and 25-54.”
The most impressive gains have been on regional sports networks. Comcast SportsNet has seen NBA ratings rise 70% this season, thanks in large part to the Portland Trail Blazers and Boston Celtics. Trail Blazers games on CSN Northwest are averaging a 6.3 rating, up 293% from a 1.6 last year. Meanwhile, Celtics telecasts on CSN New England are averaging a 3.8 rating, up 100% from last year.
Fox Sports Net is averaging a 2.4 rating for NBA games, up slightly from ’07. Of the FSN networks, FSN Wisconsin has seen the biggest increase, as Milwaukee Bucks games are up 69%. Golden State Warriors games on FSN Bay Area are also up dramatically, as ratings have risen 60% this season. The Atlanta Hawks have seen ratings jump 100% on Fox-owned Sports South, and 29% on FSN South.
The Los Angeles Clippers (+40%), Detroit Pistons (+32%), and Indiana Pacers (+31%) have also seen sizable ratings increases. The 31% increase for Pacers games is surprising considering the team has the worst attendance in the NBA.
Ratings for games in Canada have also increased this season. The Toronto Raptors have seen ratings for their games rise 34% overall, with a 51% increase on SportsNet, a 28% increase on The Score, and a 6% increase on TSN.
Among the teams with declining ratings, the Minnesota Timberwolves lead the way. Games on FSN North are averaging a 1.0 rating, down 41% from a 1.7 last year. The New Jersey Nets (-38%), Miami Heat (-34%), New York Knicks (-21%), and Chicago Bulls (-20%) have all seen major declines — and understandably, as all four teams have disappointed this season. Surprisingly, the teams that squared off in last year’s NBA Finals, the San Antonio Spurs and Cleveland Cavaliers, have seen their ratings drop 14% and 27%, respectively.
NBA ratings.
(through the All Star Break)
2.5: NBA on ABC, seven games; up 4% from ’07.
1.1: NBA on TNT, 33 games; up 10% from ’07.
1.0: NBA on ESPN, 45 games; even with ’07.
