Strong Viewership Numbers: NBA's Success with New Media Rights Deals
The NBA is experiencing strong viewership numbers in the first year of its new media rights deals. Data shows that the NBA has averaged 1.8 million viewers per game across NBC, ESPN/ABC, and Prime Video during the regular season up to the All-Star break, marking a 16% increase compared to last season. Including NBA TV games, viewership rises by 38% compared to the previous season, despite fewer games being aired on NBA TV this year.
NBC has been a significant contributor to the increase in viewership, with games averaging 2.6 million viewers, a remarkable 97% increase from last year's comparable windows on TNT. The NBA's decision to partner with NBC, a broadcast network with broader reach, seems to have paid off. The broadcast-heavy strategy has resulted in nine out of the ten most-watched games of the season airing on broadcast networks, with the NBA Cup Final on Prime Video being the only exception.
ESPN and ABC have also seen solid gains in viewership, averaging 2.06 million viewers per game, an 18% increase from last season. Five of the top ten most-watched games of the season were broadcast on ESPN/ABC, with all five airing on Christmas Day. Prime Video, on the other hand, has experienced a slight decrease in viewership compared to last year's comparable windows, which is expected as the platform transitions from linear television to streaming.
Despite the decrease in viewership on Prime Video, the platform has attracted a younger audience, with increases in the 18-34, 18-49, and 25-54 demographics. The median age of a Prime Video NBA viewer is 46.9, nine years younger than viewers of linear partners. The NBA's gains in viewership this season are significant, even after accounting for Nielsen's recent methodology changes to include out-of-home viewing and Big Data integration.
In conclusion, the NBA's new media rights deals have proven to be successful in increasing viewership, with NBC, ESPN/ABC, and Prime Video all contributing to the growth. The broadcast-heavy strategy has resulted in higher viewership numbers, particularly on NBC, while Prime Video has attracted a younger audience despite a slight decrease in viewership. The NBA's gains in viewership this season are substantial and reflect the changing landscape of media consumption.