http://sportsmediawatch.blogspot.com/2009/05/cable-guys.html

After years of marginalization, its finally happened. The NBA Playoffs are less
of a television attraction on broadcast than on cable.

For years, viewers tuned in en masse for the NBA's Sunday afternoon broadcast
showcase. Games on cable merely supplemented the 'real' big show, whether on CBS
in the 1980s or on NBC -- usually at 5:30 PM ET -- in the 1990s. The idea that
one day more viewers would tune into late weeknight games on cable than Sunday
afternoon games on broadcast, especially in the playoffs, seemed unlikely at
best.

Fast forward to the present: 2009, the tail end of a decade that saw the NBA
drastically reduce the number of games it airs on broadcast. Through Thursday
night, eight of the ten highest rated games of the 2009 NBA Playoffs have all
aired on cable, including the five highest rated games. ABC's highest rating of
the playoffs was a 3.5 for Cavaliers/Pistons Game 4, well below TNT's high water
mark of 4.4 for Bulls/Celtics Game 7 and ESPN's top rating of 4.6 for
Lakers/Rockets Game 6.

While ABC's playoff average of 3.1 still tops the averages for TNT and ESPN, the
network has seen the biggest decline in ratings of the three networks.

Part of the problem for ABC this postseason has been a much less attractive set
of games than its cable competitors. While TNT rode five Celtics/Bulls games to
higher ratings in the first round, ABC aired only one -- missing out on Games 1
and 7, which both aired on weekends when the network could have conceivably
aired the games. TNT and ESPN have both drawn higher ratings thanks to the
Lakers/Rockets series, but the lone game to air on ABC not only drew the lowest
rating of the series, but was also the only game to see a decline.

The second biggest draw of the second round, Celtics/Magic, has been a complete
no-show on ABC. Barring a trip to the NBA Finals, the Celtics, who have now
played two stirring seven-game series, will finish with only one playoff
appearance on ABC. Meanwhile, the Cavaliers, who played two uncompetitive
sweeps, have made three appearances.

Because ABC airs so few playoff games, the network typically misses out on
series that capture national attention. In 2005, Suns/Mavericks was relegated to
cable while ABC featured Pistons/Pacers twice -- with both games seeing
declining ratings. In 2007, the Warriors' exciting playoff run was a cable only
affair, with ABC at one point choosing Pistons/Bulls Game 4 over Jazz/Warriors
Game 4, and drawing one of the lowest ratings ever for a second round game on
broadcast as a result.

Deciding what playoff series to feature is an inexact science, and a problem NBC
never had -- since the network typically aired at least one game from almost
every NBA Playoff series. And with ABC choosing some less than exciting games
this postseason (Cavaliers/Pistons, Cavaliers/Hawks and Heat/Hawks come to
mind), cable has been the beneficiary. The high profile, highly rated games have
been the ones on TNT and ESPN, with ABC left out in the cold.

ABC should finally be able to buck the trend this Sunday, as Rockets/Lakers Game
7 is likely to draw the highest rating of the playoffs so far. Then again, the
network will still be missing out on yet another marquee game -- Magic/Celtics
Game 7, which will air in prime time on TNT.

Highest rated games of the 2009 NBA Playoffs.




Date
Time
Game
Net
Rating



Thu., 5/14/09
9:30 PM
Lakers/Rockets Game 6
ESPN
4.6



Sat., 5/2/09
8:00 PM
Bulls/Celtics Game 7
TNT
4.4



Wed., 5/6/09
10:30 PM
Rockets/Lakers Game 2
TNT
4.2



Fri., 5/8/09
9:30 PM
Lakers/Rockets Game 3
ESPN
3.9



Mon., 5/4/09
10:30 PM
Rockets/Lakers Game 1
TNT
3.6



Sun., 4/26/09
4:37 PM
Cavaliers/Pistons Game 4
ABC
3.5



Thu., 4/30/09
7:00 PM
Celtics/Bulls Game 6
TNT
3.5



Sun., 4/26/09
1:00 PM
Celtics/Bulls Game 4
ABC
3.3



Tue., 5/12/09
8:00 PM
Magic/Celtics Game 5
TNT
3.3



Tue., 5/12/09
10:30 PM
Rockets/Lakers Game 5
TNT
3.3




Published by Paulsen at 9:17 AM View Comments

Labels: ABC, NBA