TV Sports Ratings

Despite being the series-clincher, Game 6 ratings were clearly hurt by the lopsided score - ending up as just the 2nd highest rated of the series.

Airing from 9:05p-12:01a on ABC, Lakers/Celtics averaged 8.6 ratings in both Men 18-49 and M18-34 with an average audience of 16.9 million viewers. 

These levels are up slightly from the last deciding Game 6 (2006; Miami vs. Dallas).

The full series averaged a 7.8 rating among Men 18-49, a 7.9 in Men 18-34 and an average audience of 14.9 million viewers.

Compared to the 2007 Finals (Cleveland/San Antonio; 4 games), Lakers/Celtics was up 59% in Men 18-49, 61% in Men 18-34 and 61% in average audience.

This stands as the highest rated Finals since 2004 (Detroit/LA Lakers).

Game 5 of Celtics/Lakers (ABC; Sunday 6/15/08) hit series-high levels with 9.2 ratings in both Men 18-49 and M18-34 and an average audience of 17.4 million viewers.

This was the highest rated Finals Game 5 since 2004:

Through 5 games, the 2008 Finals are averaging 7.7 ratings in Men 18-49 and Men 18-34 (up 57% vs. the 2007 Finals full 4 game average) and 14.6 million viewers (up 57%).

Celtics/Lakers is sure to be the highest rated Finals since Lakers/Pistons in 2004, but is unlikely to meet or surpass those lofty numbers.

Hampered by a lopsided first half, Game 4 of Celtics/Lakers dropped from Game 3 (about 10% in demos).  However, this was still the highest rated Game 4 since 2004.

The lack of growth from Game 3 to Game 4 likely erases the remote chance that the full series average could match or exceed 2004.  However, the 2008 Finals are pacing to be the highest rated since that 5 game set.

Tuesday night’s Game 3 picked up a full point in Men 18-34 and 1 million viewers from Game 2.  Airing on ABC from 9:04-11:59p, Celtics/Lakers averaged a 7.8 in Men 18-49, an 8.1 in Men 18-34 and an average audience of 14.5 million viewers.

This is the highest rated Game 3 since 2004:

Through 3 games, the 2008 Finals are averaging a 7.3 rating in Men 18-49, a 7.3 in Men 18-34 and an average audience of 13.8 million viewers.

Compared to the 2007 Finals (Cleveland/San Antonio) through 3 games, ABC is up 52% in both Men 18-49 and Men 18-34, while up 52% in average audience.

Game 2 of Lakers/Celtics on Sunday night averaged a 7.1 in Men 18-49, a 7.0 in Men 18-34 and 13.5 million viewers.

These are very similar to the levels for Game 1.  Also, as was the case with the series opener, these are the best Game 2 numbers since 2004.

Through 2 games, ABC is averaging a 7.1 in Men 18-49, a 6.9 in Men 18-34 with an average audience of 13.4 million viewers.

Compared to 2007 through 2 games, ABC is up 48% in Men 18-49, 44% in Men 18-34 and 52% in average audience.

These are the best Finals ratings through 2 games since 2004.

As expected, Lakers/Celtics delivered strong numbers - the best for a Finals opener since 2004 (the last time the Lakers appeared in the championship series).

Airing on ABC, the telecast averaged a 7.1 rating among Men 18-49 and 13.4 million viewers.

Compared to the 2007 opener (Cleveland/San Antonio), the game was up 39% in Men 18-49 and 46% in average audience.

Male skew (64%) and median age (43 years) were steady.

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.

The NBA continues to enjoy a strong post-season, with the Cavs/Celtics series putting Finals-caliber numbers.  Much of what is being written is based on Household ratings or average audience (as usual).  Here is the real demo story:

TNT saw a strong 27% gain in the key Men 18-34 break.  It remains to be seen if TNT’s Kobe vs. same old Spurs series is a more appealing matchup than Celtics/same old Pistons on ESPN.

ESPN had larger % gains than TNT, including a 38% jump in Men 18-34.  It still seems like they get hurt by the sporadic scheduling (TNT has a more regular presence).  Regardless, they have to be happy.

Although Sunday’s Cavs/Celtics game was huge and numbers are up significantly vs. 2007, these levels are still well below what ABC was doing at the start of this contract.

Airing on ABC on Sunday 5/18 (3:25-6:44p), Game 7 averaged a 5.2 in Men 18-49, a 5.4 in Men 18-34 and an average audience of 8.7 million viewers.

This was the highest rated telecast of the week on all of TV among Men 18-34 (broadcast or cable).

UPDATE:  ABC has not had higher M18-49 and M18-34 ratings for an NBA Playoff game since Game 6 of the 2006 Finals (Miami at Dallas; Tue 6/20).

This was the highest M18-49 rating for a non-Finals game on ABC since Game 7 of the 2006 Eastern Conference semi-finals (Cleveland at Detroit; Sun 5/21) and the highest M18-34 rating for a non-Finals game on ABC since Game 6 of the 2003 Western Conference semi-finals (San Antonio at Lakers; Thu 5/15).