The National Basketball Association’s regular season viewing was pretty disappointing by any standard, as across all the channels they dropped. But for the the post-season, ad sales are looking a lot stronger and are selling quicker than even last year.
For the regular season viewing was down, as ABC (DIS) during its 14 games dropped an average of 300,000 viewers an airing. Across the key male demos they dropped as well: with men 18-34, they are down to 1.5 from 1.6; to 1.5 from 1.7 in men 18-49; and down to 1.5 from 1.8 among men 25-54.
For ESPN ratings were also flat with male viewers down by a little from the year before.
With TNT their viewership plunged, dropping a huge 180,000 per game. In the key male demos they dropped from between 8-19 percent.
In spite of the lower viewership, this hasn't hurt ad sales for the post-season. Some of the reason is that last year viewing for the playoffs was up between 5-8 percent for male viewers and households. Another part of the picture is that a large number of marketers buy packages that include both regular and post-season games.
Even including all of that, the post-season for the NBA will be strong and sell out because at the time of the year they're broadcast there are very few prime-time shows that will be able to deliver a 10.0 or better household rating, along with the ability to reach the male demographic.
Companies that bought combined packages earlier in the year should be especially happy with what's happening now.
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