TV Sports Ratings

The 5th and final game of Lakers/Spurs dropped off from the Game 4 pinnacle, but still posted strong numbers, ranking as the 2nd most-watched of the series:

This ends a very strong post-season for TNT.  Stay tuned for a full wrap-up.

Although the NFL Network tends to be an afterthought during the off-season (if there is such a thing anymore), recent developments may hurt its standing from September-February.

Nielsen Media recently released its universe estimates for cable channels as of June 2008 and the news is not good for NFLN.

At the start of the 2007 regular season, NFLN was in just over 44 million homes - its highest levels of the year.  However, just nine months later, the NFLN universe has dwindled to just over 40 million homes, among the lowest levels since Nielsen began tracking NFLN distribution in November 2006.

The most recent blow to NFLN came from Dish Network, which moved the channel from its Top 100 package to the Top 200.  This is estimated to have cost NFLN about 4 million subs.  This comes on the heels of the neverending Comcast dispute, as well as issues with numerous other MSOs. 

To put this number in some further context, consider these channels - all of whom have wider distribution than NLFN:

Fox Business Network:  41.8 million homes

• Although it launched just over 7 months ago, FBN has made huge initial distribition strides

FIT TV:  43.2 million homes

• Saw this on at the gym a few times.  Not sure what it is, but they run Gilad shows.

VH1 Classic:  52.6 million homes

BBC America:  60 million homes

ESPN Classic:  62.7 million homes

• These are some of the least-watched ad-supported cable channels with significant distribution. 

Also, several other sports-themed channels (Golf, Versus, Speed) are in about 35 million more homes than NFLN - that’s nearly double the distribution. 

Without a resolution to these carriage limitations, NFLN will continue to struggle.

The third game of Penguins/Red Wings (and the first on NBC after Games 1 & 2 aired on Versus) averaged a 2.4 in Men 18-49 and a 2.3 in Men 18-34.

Compared to last year’s Game 3 on NBC (6/2/07), the telecast was up +243% in Men 18-49 and +283% in Men 18-34.

To put these numbers in additional context, NBC’s entertainment lineup (composed of repeat programming) averaged a 1.7 in M18-49 on Monday and a 1.6 on Tuesday.  Among M18-34, NBC averaged a 1.4 on Monday and a 1.2 on Tuesday.

So, for once, the NHL (which has accounted for historically low Primetime ratings on both NBC and ABC in past years) was actually a stronger performer than time period benchmarks. 

Celtics/Pistons hit series-high levels with Game 5 on Wednesday 5/28.

With tonight a possible series-ender, expect these numbers to grow further.

A down-to-the-wire Lakers/Spurs contest ending in controversy gave TNT the highest rated Conference Finals game of this post-season.

Airing on Tuesday 5/27 from 9:14-11:02p, Game 4 averaged a 4.92 among Men 18-49, a 5.31 in Men 18-34 and an average audience of 6.2 million viewers.

Through 4 games, TNT is averaging in the low 4s in male demos with over 6 million viewers.

Compared to the first 4 games of the Eastern Conference Finals on TNT last year, the channel is up 42% in Men 18-49, 49% in Men 18-34 and 43% in average audience.

Median age is stable at 41 years.  Male skew has dropped slightly from 69% to 67.

A Memorial Day evening telecast of Celtics/Pistons on ESPN (8:30-11:30p) had an average audience of over 6 million viewers - a series-high.   Demos were flat or down slightly vs. the first 2 telecasts on ESPN (game 3 aired on ABC).

ABC also had a respectable number for Game 3, considering it aired on a Saturday of a holiday weekend.

Given that the Celtics seem to insist on stretching every series to 7 games, expect these numbers to grow.

A holiday weekend and strong NBA competition sent Sunday Night Baseball to its lowest levels of the season.  The game was also down compared to Indians/Tigers on the same night last year.

Season to date, the only games Joe Morgan sees are down slightly in key male demos and virtually flat in average audience.

Airing on Saturday 5/24/08, Game #1 of Detroit/Pittsburgh on Versus (8-10:51p) averaged a healthy 2.26 in Men 18-49, a 2.64 in Men 18-34 and an average audience of 2.4 million viewers.

Compared to Game #1 last year (Mon 5/28/07; Anaheim/Ottawa; 8-10:55p), Versus was up 223% in Men 18-49, 380% in Men 18-34 and 206% in average audience.

Strongest demo was Men 25-34 (3.08 rating, up 397%).

Male skew increased from 63% to 67%.  Median age dropped from 43 years to 40.

(Keep in mind, Ottawa is not rated and Anaheim had sub-standard Versus distribution last year).

Memorial Day weekend brought with it depressed usage levels, driving ratings for Game 3 to series-low levels.

Through 3 games, TNT is averaging 4s in male demos with nearly 6 million viewers.

Compared to the first 3 games of the Eastern Conference Finals on TNT last year, the channel is up 38% in Men 18-49, 45% in Men 18-34 and 39% in average audience.

Median age is stable at 42 years.  Male skew has dropped slightly from 69% to 67.

The Stanley Cup Finals begin tonight on VS, airing directly against Celtics/Pistons.

For some perspecitve, Game 1 last year (Anaheim/Ottawa; 5/28/07) averaged just a .70 in Men 18-49, a .55 in M18-34 and an average audience of 771,000 viewers. 

These numbers were anemic, hurt by a matchup of an unrated Canadian market and a West Coast market with little to no distribution for VS.

So, we’ll be hearing a lot about how the 2008 Finals are up significantly from 2007 - you can bet on it.  But, try to keep this in perspective.  These numbers will be nothing to crow about in any other context.