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NBA Playoff Ratings Drop

Mediaweek, Tuesday, May 8, 2007 10:30 AM

The first round of the National Basketball Association playoffs has yielded a mixed bag of broadcast and cable ratings, with the latter doing better. But it is clear that overall interest is waning. Combined broadcast and cable viewership was down 7 percent to 2.6 million viewers from 2.8 million last season.

The first 26 games on ESPN and TNT have seen declines of 4 percent to 2.4 million, and the steepest drop was among men 25-54 demo, off 6 percent to a 1.5 rating. The ratings on ABC took the biggest hit, down some 11 percent to an average 3.9 million. Of course, it is still early.

"The matchups are going to get better and viewership will grow, particularly now that Golden State is the Cinderella team after knocking out Dallas," says one media buyer. "And losing less younger viewers is a plus."

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