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 Turner Sports and NBA Digital announced record-setting numbers for their NBA All-Star 2009 multi-platform coverage which included exclusive programming across the TNT and NBA TV networks, and NBA.com. In total, more than 44.1 million people watched NBA All-Star coverage on TNT (+15-percent, 38.3 million in 2008), while an additional seven million viewed it online and via mobile devices from Fri, Feb. 13 through Mon., Feb. 16.
TNT hit a ratings milestone with its coverage of NBA All-Star Saturday Night on Sat., Feb. 14 which garnered double-digit growth in total viewers (+26%, 6,554,000) over the year prior and ranks as the most-watched telecast of the event in its 24-year history. Additionally, the network’s coverage of the 2009 NBA All-Star Game on Sun., Feb. 15 had 7,621,000 million total viewers, a 20 percent increase over 2008. TNT’s NBA All-Star programming secured the network the #1 ranking in primetime for both Saturday and Sunday among ad-supported cable television. The NBA All-Star Game and NBA All-Star Saturday Night also became the #1 and #2 telecasts, respectively, on ad-supported cable year-to-date for A18-34, A18-49, M18-34, M18-49 and M25-54. “The success of NBA All-Star 2009 speaks to the strength of the NBA brand and Turner's ability as a company to engage consumers with unique content on a multitude of distribution platforms,” said David Levy, President of Turner Broadcasting Sales, Inc. and Turner Sports. “By serving NBA branded content across multiple platforms, we are growing consumers’ interaction between events on our air and unique features offered on our sites, strengthening the NBA on TNT brand and creating a fully integrated experience for our advertisers.” NBA.com experienced record traffic during the weekend bolstered by the new NBA All-Star Scene feature on the site. The section received 1.4 million video streams and included more than 400 videos featuring and/or uploaded by NBA players, celebrities and fans. Additional NBA Digital coverage highlights included: - TNT OverTime Access, a mosaic featuring live streaming angles of the Saturday and Sunday All-Star events, with video streams up 60 percent.
- NBA Digital establishing the new record for video streams during All-Star, with more than 14 million, an increase of more than 35 percent from last year’s record.
- More than one million fans utilizing mobile devices to access All-Star content.
“The unprecedented success of NBA All-Star Scene shows how TV, the Internet and Wireless can be coordinated into a highly-engaging, multi-platform experience for fans and demonstrates the strength of the NBA Digital assets,” said Bryan Perez, SVP/GM of NBA Digital. “By taking fans where they've never been able to go before, in almost real-time and then allowing them to share that experience, not only with other fans on NBA.com, but on mobile devices, social networks and blogs, we've been able to raise the bar for interactivity in sports digital media." TNT ratings highlights include: - NBA All-Star Rookie Challenge & Youth Jam
- Adults 18-34 +35% (774,000 vs. 574,000)
- Adults 18-49 +23% (1,203,000 vs. 978,000)
- All-Star Saturday Night:
- NBA All-Star Saturday Night out-delivered all CBS and NBC programs for the night on key demos.
- Ranked as the #1 program of the night (Broadcast and Cable) on Total Viewers and all key adult and male demos.
- Ratings +25% (3.9 US Ratings vs. 3.1 US Ratings)
- Households +27%, (4,466,000 vs. 3,513,000)
- Adults 18-34 +35% (2,439,000 vs. 1,803,000)
- Adults 18-49 +28% (4,069,000 vs. 3,173,000)
- Adults 25-54 +22% (3,386,000 vs. 2,784,000)
- NBA All-Star Game 2009:
- NBA All-Star Game 2009 out-delivered Fox’s coverage of the 2009 Daytona 500 on adults and men 18-34.
- Ratings +17% (4.5 US Ratings vs. 3.8 US Ratings)
- Homes +18% (5,127,000 vs. 4,333,0000)
- Adults 18-34 +19% (2,708,000 vs. 2,281,000)
- Adults 18-49 +17% (4,426,000 vs. 3,792,000)
- Adults 25-54 +23% (3,803,000 vs. 2,083,000)
Source: Turner Sports, press release
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