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NBA's Christmas games deliver record social engagement, high ratings

NBA's Christmas games deliver record social engagement, high ratings

The NBA's 2022 Christmas games delivered record engagement across social media, generating 250 million views across the NBA's social accounts and app (up 190% from 2021). Also, the NBA had Instagram's most-viewed account on Christmas Day.

In addition to the social-media buzz surrounding these games, ratings were up 5% compared to last year — with an average of 4,271,000 viewers across the five games.

The Philadelphia 76ers' victory over the New York Knicks averaged 4,036,000 viewers, up 38% from the noon ET window last season (when the Atlanta Hawks faced the New York Knicks). Sixers-Knicks was the NBA's most-watched Christmas game in the noon window since 2011 (when the NBA season began on Christmas).

The Boston Celtics' victory over the Milwaukee Bucks drew the largest average audience of the day, with 6,033,000 viewers. It peaked with 6,828,000 viewers from 7:30-7:45 p.m. Viewership was up 16% from last season’s 5 p.m. window when the Golden State Warriors squared off with the Phoenix Suns.

The Denver Nuggets' overtime win over the Phoenix Suns at 10:30 p.m. averaged 2,485,000 viewers, making it the most-watched Christmas late game since 2015.

Also, the NBA's holiday slate generated 3% year-over-year viewership increases in key demos, including ages 18-to-49 and 25-to-54.

The 2:30 p.m. matchup between the Los Angeles Lakers and Dallas Mavericks averaged 4,333,000 viewers, while the 8 p.m. game between the Warriors and Memphis Grizzlies generated 4,700,000 viewers. 

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