SAN ANTONIO, TX – MAY 06: Stephen Curry #30 of the Golden State Warriors celebrates a shot against the San Antonio Spurs during Game One of the Western Conference Semifinals of the 2013 NBA Playoffs at AT&T Center on May 6, 2013 in San Antonio, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Ronald Martinez/Getty Images)
2015By Ken Fang on

Early in the 2015-16 NBA season, the league’s TV partners, ESPN and TNT were reaping the benefits of airing the defending champion Golden State Warriors plus front loading some of the league’s biggest stars. Ratings and viewership were up and it appeared that the networks were on their way to a good season. But a funny thing happened as the season progressed, the ratings began to fall below 2014’s levels and with them, the key demographics that advertisers crave.

The Wall Street Journal reports that as of last week, TNT and ESPN were off from last season especially in the 18-49 age group;

Through last week, the average audience for TNT’s national games is down 8.2% from 2014, according to Nielsen, while ESPN’s national games are down 5.6%. Both cable networks also saw early-season losses in the valuable demographic of adults ages 18 to 49, with TNT off by 12.7% and ESPN down 4.5% through Thursday.

ESPN is quick to point out that four of its Opening Week games went up against the World Series and the Republican Debate and without them, their ratings would be just about even with last season.

Turner Sports notes that its Thursday night doubleheader is opposite Thursday Night Football and their ratings should go up once that schedule is finished this week.

And the NBA itself doesn’t seem worried yet:

In response to the early declines this season, NBA spokesman Mike Bass said: “The ratings for our teams’ broadcasts are up over last year, and through the combination of local and national broadcasts, plus our NBA League Pass package, we’re reaching more fans than ever before—and the season is just getting started.”

And while both ESPN and TNT can handpick games to showcase the Association’s hottest teams, they know that there’s still much of the season left, plus ESPN has a new Saturday night schedule on ABC that could bring the numbers up. So while the season is off to a slow start on TV, ESPN and TNT are hopeful that the rest of the schedule will bring higher numbers and younger viewers back to the table in January

[Wall Street Journal]

About Ken Fang

Ken has been covering the sports media in earnest at his own site, Fang's Bites since May 2007 and at Awful Announcing since March 2013.

He provides a unique perspective having been an award-winning radio news reporter in Providence and having worked in local television.

Fang celebrates the four Boston Red Sox World Championships in the 21st Century, but continues to be a long-suffering Cleveland Browns fan.

View all posts by Ken Fang

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