It’s hard to decide who the biggest winner was last Thursday night at the NBA Draft. Was it the Minnesota Timberwolves, picking number one overall and getting Karl-Anthony Towns from Kentucky, a can’t miss big man? Was it the Miami Heat, who eagerly snatched up Justise Winslow at a spot well lower than he should have gone? Or was it ESPN, who aired the NBA Draft and made it the most-watched ever?
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With 3.738 million watching, this year’s Draft rose 8% from last year, when the NBA faced World Cup soccer. The primetime long broadcast averaged a 2.4 household rating, which is a bop up of 4% over the 2014 Draft. Both viewership (5.13 million) and HH ratings (3.3) peaked in the 8-8:15 PM period. Among adults 18-49 Live Same Day ratings, the 2015 Draft was tied with the 2014 Draft with a 1.5. In metered market results, last night’s draft pulled in a 3.1, which is also a match with last year’s MM rating – the best ESPN has ever had. In local markets, Louisville was a solid No.#1 with a huge 8.5 MM result.
ESPN has put a lot of weight behind its NBA coverage, with multiple games airing each week on the cable network during the season as well as additional games on broadcast TV on ABC still being presented by the ESPN team. If fans are willing to watch the draft in record numbers, it’s only a matter of time before the games themselves are setting cable records and restoring ESPN’s negotiating power with cable and satellite TV providers.