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Greater China: NBA play-offs in China pip Grand Prix viewership

BEIJING/SHANGHAI: The first NBA games played in China pulled in the highest TV ratings since the summer Olympics, according to Nielsen Media Research (NMR).

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NMR recorded 11.5 rating points for the pre-season playoffs in Shanghai and Beijing in mid-October compared with the same month's inaugural Shanghai Grand Prix's 9.6's rating points. It helped that the pre-season games featured Chinese hoop star Yao Ming playing with the Houston Rockets against the Sacramento Kings. The games were broadcast on Shanghai Sports Channel and CCTV-5. The ratings equate to just over one million viewers. Siabhan Duguid, director of Field Asia linked the viewership levels to the NBA's early investment in China. "It has been a slow, steady burn, centered around TV coverage of its regular games with a view to building loyalty."

This article was first published on Media Asia

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