During the first round of the NBA Playoffs, ESPN averaged a 2.7 rating, 2,708,000 household impressions and 3,667,000 viewers – – the network’s highest-rated and most-viewed first round ever, according to Nielsen.
ESPN’s eight telecasts scored a 20 percent improvement in viewership (3,048,000 for nine telecasts in 2010), an 18 percent increase among households (2,295,000 in 2010) and a 17 percent ratings gain (2.3 in 2010).
ABC’s first round coverage averaged a 3.5 rating, 4,083,000 household impressions and 5,640,000 viewers to become the highest-rated and most-viewed first round on the network since 2004. The network’s four first-round broadcasts were up 31 percent in viewership (4,305,000 viewers in 2010) and up 25 percent over a 2.8 rating and 3,258,000 households last year.
In key demos, ESPN and ABC also delivered double-digit growth: ESPN – up 21 percent among men 18-34 (2.9 vs. 2.4); 23 percent in men 18-49 (2.7 vs. 2.2); and 24 percent in men 25-54 (2.6 vs. 2.1); ABC – up 20 percent in men 18-34 (3.0 vs. 2.5); 29 percent in men 18-49 (3.1 vs. 2.4); and 24 percent in men 25-54 (3.1 vs. 2.5).