TNT’s NBA Playoffs Coverage Scores Big with Affluent Viewers, More Than +39% Growth for
P18-34, P18-49 and P25-54; Tops Among Professional Sports Leagues
TNT’s First Round action of the NBA Playoffs featured plenty of drama in delivering its most-watched and highest-rated postseason to date in cable television history. TNT’s 23 First Round games delivered an average of 2.7 U.S. HH Rating, (+29%, 2.1 U.S. HH Rating last year), 4,179,000 Total Viewers (+32%, 3,174,000 last year) and 3,091,000 Households (+27%, 2,430,000 last year). Last season TNT aired 23 First Round match-ups.
The 2011 NBA Playoffs coverage on TNT is also delivering strong double-digit growth across all key demos, including:
- · A18-34 +38% (1,390,000 vs. 1,008,000)
- · A18-49 +37% (2,403,000 vs. 1,757,000)
- · A25-54 +32% (2,128,000 vs. 1,615,000)
- · M18-34 +36% (982,000 vs. 721,000)
- · M18-49 +38% (1,729,000 vs. 1,252,000)
- · M25-54 +34% (1,517,000 vs. 1,133,000)
The NBA Playoffs on TNT to-date are also delivering significant double-digit growth with affluent viewers with a household income of $100,000+ or +$125,000 across P18-34, P18-49 and P25-54. The growth for both affluent categories is the most of any professional sports league, playoffs or regular season.
Affluent Household of $100,000+:
- · P18-34 +64%
- · P18-49 +47%
- · P25-54 +39%
Affluent Household Income of $125,000+:
- · P18-34 +76%
- · P18-49 +55%
- · P25-54 +45%
TNT’s postseason coverage follows its most-watched and highest-rated season in its 27 years of airing NBA basketball. During its 52-game regular season, the NBA on TNT averaged a 1.6 U.S. household rating (+45% vs. 1.1 for last year’s corresponding coverage); 2,453,000 total viewers (+42% vs. 1,723,000); and 1,826,000 households (+39% vs. 1,315,000). In addition, this season’s audience is +30% larger than Turner’s second-best regular-season audience from 1995-96 (1,885,000). Also, TNT aired three of the top five all-time most-watched NBA regular season games in cable television history this season.
TNT’s coverage of the NBA Playoffs continues on Monday, May 2 with the Atlanta Hawks @ Chicago Bulls at 8 p.m. (ET) followed by the Dallas Mavericks @ Los Angeles Lakers at 10:30 p.m. (ET). On Tues., May 3, TNT will feature the Boston Celtics @ Miami Heat at 7 p.m. (ET) and Memphis Grizzlies @ Oklahoma City Thunder at 9:30 p.m. (ET). TNT will also air home-market exclusive Conference Semi-Finals coverage and the 2011 NBA Eastern Conference Finals exclusively.
Turner Sports, a division of Turner Broadcasting System, Inc., is an industry leader in televised and online sports programming, airing championship level sporting events on TBS, TNT and truTV, and managing some of the most popular sports sites on the Internet. Turner Sports’ television line-up includes the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Championship, NASCAR and professional golf. The company’s digital portfolio includes SI.com, NASCAR.COM, NCAA.com, PGATOUR.COM, GOLF.com and PGA.com, as well as an accompanying collection of mobile websites and connected device apps. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV, NBA.com, NBA LEAGUE PASS, NBA Mobile, the NBA Game Time App, NBADLEAGUE.com and WNBA.com.
TNT, one of cable’s top-rated networks, is television’s destination for drama. Seen in 100.5 million households, the network is home to such original series as The Closer, starring Emmy® winner Kyra Sedgwick; Rizzoli & Isles, starring Angie Harmon and Sasha Alexander; Leverage, starring Timothy Hutton; Hawthorne, with Jada Pinkett Smith; Memphis Beat, with Jason Lee; Men of a Certain Age, with Ray Romano, Andre Braugher and Scott Bakula; and Southland, from Emmy®-winning producer John Wells (ER); as well as the upcoming Falling Skies, starring Noah Wyle, and Franklin & Bash, with Mark-Paul Gosselaar and Breckin Meyer. TNT also presents such powerful dramas as Bones, Supernatural, Las Vegas, Law & Order, CSI: NY, Cold Case and Numb3rs; broadcast premiere movies; compelling primetime specials, such as the Screen Actors Guild Awards®; and championship sports coverage, including NASCAR, the NBA and the NCAA men’s basketball tournament. TNT is available in high-definition.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.