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Opening-night doubleheader is Turner's most-watched ever

By Official Release, Turner Sports
Posted Oct 28 2009 5:16PM

NBA.com 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 at Cavaliers and Bulls at 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 at Cleveland Cavaliers and L.A. Clippers at 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 percent (3,676,000 vs. 2,579,000 in 2008) and households, up 40 percent (2,685,000 vs. 1,914,000).

Key demos saw tremendous increases, including:

A 18-34: +35% 1,299,000 vs. 961,000
A 18-49: +35% 2,170,000 vs. 1,608,000
A 25-54: +39% 1,905,000 vs. 1,374,000
M 18-34: +38% 975,000 vs. 707,000
M 18-49: +37% 1,562,000 vs. 1,143,000
M 25-54: +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.

NBA.com, which is jointly managed by Turner Sports and the NBA, also saw tremendous online growth for NBA Opening Night, including:

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

NBA on TNT Premiere Week presented by AutoTrader.com 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

NBA.com source: Omniture

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