Ratings Roundup: Despite First-Half Regular-Season Dip, NBA Hits All-Star High Note

The NBA may not be drawing viewers at the breakneck pace it did during the lockout-shortened 2011-12 season, but the league, nonetheless, came up big during its most high-profile weekend. TNT’s coverage of the 2013 NBA All-Star Gamedelivered an average of 8.0 million total viewers, based on Nielsen Fast Nationals, an increase of 13% over 7.1 million total viewers last year. The corresponding 4.6 U.S. HH rating was up 5% compared with a 4.4 U.S. HH rating in 2012 (the game aired up against the Academy Awards in 2012)…

…While the All-Star Game numbers are impressive, they come on the heels of a disappointing first half, as 31 of the 43 comparable NBA telecasts on ESPN/ABC and TNT (all national telecasts since Christmas) had declines in viewership, according to Sports Media Watch. Twenty-five of those games have had double-digit declines, including seven this month alone. Although much of the blame for these drops can be blamed on the fact that last year’s lockout-shortened schedule resulted in a higher concentration of premier matchups in national TV windows, even 20 of 33 pre-Christmas games this season were down compared to 2010.

Overall, average viewership has declined on each of the NBA broadcast partners this season — by 5% on ABC (6.9M to 6.5M), by 11% on ESPN (2.0M to 1.8M) and by 24% on TNT (2.8M to 2.1M). CLICK HERE for Sports Media Watch’s in-depth viewership chart for the NBA on national TV this season…

…As for local NBA ratings over the first half, the Oklahoma City Thunder have proven to be one of the most impressive ratings winners despite residing in the 41^st-largest US market. Through the first half of the season, Thunder games on FS Oklahoma are averaging an 8.6 rating, more than 45% higher than the second-place San Antonio Spurs (5.9 rating on FS Southwest), according to Sports Business Journal’s mid-season numbers for 26 of the NBA’s 30 teams. That number is also up 207% from the 2010-11 season, the NBA’s last full season.

The newly-relocated Brooklyn Nets on YES Network have jumped a whopping 262% from the 2010-11 season to a 1.1. Still, Nets ratings on YES are the fifth lowest rated in the league. Meanwhile, across town, Knicks games on MSG are up 122% to a 3.4 rating from 2010-11. The Knicks’ average audience of 254,000 homes is the league’s largest, more than doubling the third-place Bulls, which average 115,300 homes.

The Bobcats’ average audience of 7,200 homes per game and a 0.6 rating (down 22% from 2010-11) on SportSouth are the NBA’s lowest.

Teams that have moved to new networks have seen ratings drops. In its first season on Comcast SportsNet Houston, the Rockets are tied with the Wizards for the second lowest rating in the league. Their 0.9 rating is down 63 percent from 2010-11, when games were on FS Houston. CSN Houston has had trouble getting distribution in the market, which has hurt ratings. In its first season on TWC SportsNet, the Lakers are averaging a 4.3 rating, which is down 10 percent from the 2010-11 season, when games were on FS West…

…In other NBA All-Star ratings news, ESPN’s coverage of the NBA All-Star Celebrity Gameon Friday night delivered a 1.9 overnight rating, the best ever for the event, according to Nielsen. The 1.9 overnight rating is up 6% from 2012 (1.8) and 12% from 2011 (1.7)…

…Danica Patrick’sDaytona 500 pole win – the first ever taken by a female driver – on Sunday gave Fox a 2.0 overnight rating, up 11% from last year. Both NASCAR and Fox hope that the pole position will drive the main event next Sunday, which drew less than a 10 rating for the fourth consecutive year in 2012, after recording at least a 10 in seven of the eight previous years…

…One day prior, the Sprint Unlimited (previously the Bud Shootout) at Daytona powered Fox to first in prime time, averaging 5.2 million viewers With NASCAR, Fox also easily won the 18-to-49 age group…

…CBS’s Northern Trust Open drew a 2.5 overnight rating, down 39% from last year, which included extra-hole action involving big-name Phil Mickelson. The overnight is nearly even with the 2010 edition, which drew a 2.6.