TNT scores
a record May with NBA
Network soars to best month in cable history
By Louisa Ada Seltzer
Jun 3, 2009
The highest-rated NBA postseason in TNT history also drove the network to another three records, scoring the best month ever on basic cable among adults 18-49 in primetime and total day as well as among 25-54s in primetime.
The network averaged 1.94 million 18-49s in primetime during May, as well as 838,000 in total day, according to Nielsen.
Among 25-54s, it set a record with 1.89 million in primetime, and TNT also set network records for best monthly delivery among adults 18-34, total viewers and households in both primetime and total day.
The gains were driven by a strong NBA postseason in which TNT saw year-to-year gains in virtually every demographic.
The network also scored the most-watched cable basketball game of all time, drawing 10.1 million viewers for game four of the Eastern Conference finals between the Orlando Magic and Cleveland Cavaliers last week.
That was the most-watched show of the month on cable, edging another basketball game on TNT and the fifth-season premiere of “Jon & Kate Plus 8” on TLC.
The strong NBA ratings helped TNT snap USA’s season-long monthly winning streak across all the major demos and total viewers.
USA placed second to TNT in total viewers, 18-49s and 25-54s in primetime. ESPN, which carried the Western Conference finals, jumped into second place in primetime among 18-34s.
“Jon & Kate” was the most-watched show among 18-49s and 18-34s for the month, drawing 6.1 million and 3.63 million viewers, respectively.
The show continued its strong delivery on Monday with its second and third episodes, which averaged 5.5 million and 5.9 million viewers, respectively, down from its debut but still the second- and third-most-watched episode in the program’s history.
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