via press release:

NBA Opening Night is Turner’s Most-Watched Regular Season Doubleheader since 1996 and its Most-Watched Opening Night in 26 Years of NBA Coverage Sees Huge Growth in Total Video Streams, Page Views and Unique Users

On the heels of the most-watched NBA regular season in Turner Broadcasting’s 26 years of airing NBA basketball, TNT tipped off the 2009-10 season with its most-watched doubleheader since Feb. 2, 1996 with nearly 3.7 million total viewers. The previous record is held by a doubleheader featuring the Suns @ Cavaliers and Bulls @ Lakers. In addition, the doubleheader ranks as Turner’s most-watched opening night in its 26 years of airing NBA basketball. TNT, which has enjoyed back-to-back years of ratings increases for its regular season and NBA Playoffs, last night earned a 2.3 U.S. household rating for its exclusive doubleheader of the Boston Celtics @ Cleveland Cavaliers and L.A. Clippers @ L.A. Lakers.

In addition, TNT had double-digit growth over last year’s doubleheader of Cavaliers/Celtics and Trail Blazers/Lakers in total viewers, up +43% (3,676,000 vs. 2,579,000 in 2008) and households, up +40% (2,685,000 vs. 1,914,000). Key demos saw tremendous increases, including:

A18-34: +35% 1,299,000 vs. 961,000
A18-49: +35% 2,170,000 vs. 1,608,000
A25-54: +39% 1,905,000 vs. 1,374,000
M18-34: +38% 975,000 vs. 707,000
M18-49: +37% 1,562,000 vs. 1,143,000
M25-54: +40% 1,358,000 vs. 969,000

The Celtics/Cavaliers game delivered a 2.6 U.S. household rating, 4,021,000 total viewers and 2,977,000 households. The match-up earned a 20.0 rating in the Cleveland market and an 8.3 rating in the Boston market.

The Clippers/Lakers game delivered a 2.1 U.S. household rating, 3,358,000 total viewers and 2,415,000 households. The match-up earned a 6.2 rating in the Los Angeles market., which is jointly managed by Turner Sports and the NBA, also saw tremendous online growth for NBA Opening Night, including:

A 121% increase in total video streams.
A 25% increase in total page views.
A 21% increase in unique users.

NBA on TNT Premiere Week presented by continues on Thursday, Oct. 29 at 8 p.m. (ET) with an exclusive doubleheader featuring the San Antonio Spurs visiting the Chicago Bulls.  The second game will feature the Portland Trail Blazers hosting the Denver Nuggets at 10:30 p.m. (ET).  Inside the NBA presented by Hyundai will wrap up the night’s action following the doubleheader.

TNT Source: Television data based on Nielsen Media Research, Live + Same Day data. NBA Regular Season Opening Night games only, 11/04/1994 through 10/27/09 Source: Omniture

Posted by:TV By The Numbers

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