NBC cites nostalgia as ratings lift

NBC Sports has spent the Western Conference finals week selling more than a game window. In press materials tied to Thunder-Spurs, the company has repeatedly framed the package around the NBA's return to NBC and Peacock after a 24-year gap, pairing current playoff coverage with callbacks to its earlier NBA era. NBC said in an April 13 playoff guide that the NBA playoffs were returning to NBC Sports "for the first time since 2002," and an April 8 season wrap highlighted "innovations, nostalgia, and milestones" from its first regular season back with the league. That marketing push has landed alongside audience gains. Sports Media Watch reported Saturday that Wednesday's Spurs-Thunder Western Conference finals Game 2 averaged a combined 10.10 million viewers on NBC, including 7.77 million from Nielsen and 2.3 million in streaming measured by Adobe Analytics. The outlet said the audience passed Heat-Bulls on TNT in 2011, at 10.04 million, for the most-watched conference finals Game 2 in the Nielsen people meter era. (nbcsports.com) ### Where is NBC leaning on nostalgia? NBC's own language has made the theme explicit. An NBC Sports betting and preview page for Game 3 said, "after 24 years, the NBA is back on NBC and Peacock," echoing the network's broader campaign around its restored league package. A separate NBC Sports press release on April 8 said its first season back included "innovations, nostalgia, and milestones." (sportsmediawatch.com) April 13 marked another formal reset point. In its playoff viewing guide, NBC Sports said it would carry up to 41 playoff games and exclusive coverage of the Western Conference finals, presenting the postseason as the network's first NBA playoff run since 2002. ### What do the ratings say about that push? (nbcsports.com) Game 1 had already set a benchmark before Game 2 topped it. Sports Media Watch reported that Monday's Spurs-Thunder Game 1 averaged a combined 9.16 million viewers across NBC and streaming, which it called the largest audience on record for a West finals Game 1. (nbcsports.com) Wednesday's Game 2 then produced what Sports Media Watch called a "second-straight milestone audience" for the series. The 10.10 million combined viewers made it the most-watched conference finals Game 2 in the people meter era, according to the outlet's comparison with 2011's Heat-Bulls telecast. (sportsmediawatch.com) ### What was NBC putting around the game itself? May 22 was built as a full event window. NBC Sports said Game 3 from Frost Bank Center in San Antonio would air Friday at 8:30 p.m. Eastern on NBC and Peacock, with Mike Tirico, Reggie Miller, Jamal Crawford, Zora Stephenson and Ashley ShahAhmadi assigned to Games 3 and 4. (sportsmediawatch.com) Pregame coverage also carried familiar studio names. NBC said Carmelo Anthony, Tracy McGrady and Jamal Crawford would host its Western Conference finals coverage, and its May 22 "NBA Showtime" notes circulated Anthony's comments on Oklahoma City's adjustments and center Isaiah Hartenstein's role. (nbcsports.com) ### What did Carmelo Anthony say on the pregame show? Carmelo Anthony used Hartenstein as an example of Oklahoma City's frontcourt response to Victor Wembanyama. In NBC's press notes ahead of Game 3, Anthony said Hartenstein was "doing a great job of making Wemby work" and credited the Thunder big man for "being physical" and "understanding angles," according to the network's release. (nbcsports.com) Mark Daigneault also drew praise from Anthony in the same notes. Anthony said the Thunder coach's adjustments reflected "the epitome of a championship basketball team," NBC's release said. ### What comes next in the series and on NBC? Friday, May 22, brought Game 3 in San Antonio, and NBC said the same on-air team would handle Game 4 from Frost Bank Center. (nbcsports.com) NBC Sports' press box and NBA press release pages are carrying the network's game notes, scheduling updates and audience claims as the Thunder-Spurs series continues. (nbcsports.com)