18-49s were glued to cable’s NBA playoff basketball during the week of May 11-17, as 7 total games on TNT and ESPN dominated delivery in the demo (Live+SD). 5 TNT telecasts were led by a Magic-Celtics battle (4.76mln) and averaged 3.29mln, while the ESPN tilts averaged 3.4mln. Also, TNT’s “Inside the NBA Playoffs” (2.29mln) took 10th. The remaining top 10 slots were filled by WWE content on USA (2.53mln) and Comedy Central’s “Dane Cook: Isolated Incident” (2.37mln).

(Data provided by Nielsen)

05/11/2009-05/17/2009
TOTAL-05/11/2009
RANK TELECASTS EPISODE TITLE ORIG DAY(S) S TIME R DUR P18-49 P18-49 P18-49
Live+SD US AA% Live+SD US SHR Live+SD AA(000)
1 NBA PLAYOFFS-05/17/2009 MAGIC/CELTICS TNT ……S 8:07 PM 159 3.6 10 4756
2 NBA PLAYOFFS-CONF SEMIS L-05/14/2009 LAKERS/ROCKETS ESPN …T… 9:51 PM 164 3.2 10 4288
3 NBA PLAYOFFS-05/12/2009 ROCKETS/LAKERS TNT .T….. 10:45 PM 155 2.4 9 3215
4 NBA PLAYOFFS-05/11/2009 NUGGETS/MAVERICKS TNT M…… 9:53 PM 180 2.2 7 2885
5 NBA PLAYOFFS-05/12/2009 MAGIC/CELTICS TNT .T….. 8:00 PM 165 2.2 6 2871
6 NBA PLAYOFFS-05/13/2009 MAVERICKS/NUGGETS TNT ..W…. 9:09 PM 165 2.1 6 2734
7 WWE ENTERTAINMENT-05/11/2009 WWE RAW USA M…… 10:00 PM 63 1.9 5 2531
8 NBA PLAYOFFS-CONF SEMIS L-05/14/2009 CELTICS/MAGIC ESPN …T… 7:00 PM 171 1.9 7 2498
9 DANE COOK:ISOLATED-05/17/2009 ISOLATED INCIDENT CMDY ……S 10:00 PM 60 1.8 5 2368
10 INSIDE THE NBA PLAYOFFS-05/17/2009 TNT ……S 10:46 PM 50 1.7 5 2285

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MSNBC-NBC News Split Dates Set

In a Wednesday editorial call reported on by the trades, MSNBC SVP, Newsgathering Scott Matthews outlined when the cable network will break away from NBC News as part of the Versant spinoff from NBCUniversal

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