NBA Conference Finals Net Impressions, Watch-Time Wins: TV By the Numbers

Jimmy Butler #22 of the Miami Heat attempts a three point basket against the Boston Celtics during the second half in Game Six of the 2022 NBA Playoffs Eastern Conference Finals at TD Garden on May 27, 2022 in Boston, Massachusetts.
(Image credit: Kathryn Riley/Getty Images)

Below is a snapshot of TV by the numbers for the week of May 23-29, highlighting the most-watched shows and networks using glass-level data from Vizio’s Inscape, and network and show TV ad impressions insights via

Most-Watched Shows and Networks

Via Inscape, Vizio’s TV data product with glass-level insights from a panel of more than 19 million active and opted-in smart TVs. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

With conference finals concluded, the NBA once again keeps its watch-time lead with 2.81% of all minutes watched from May 23-29. That’s up from 2.69% the previous week despite fewer games, as the Boston Celtics and Golden State Warriors both secured trips to the NBA Finals.

Some additional insights about the top programming on TV:

  • Beyond the NBA, live sports remains hot, making up seven of the top 25 programs – including the NHL (No. 3), college softball (No. 9), college baseball (No. 11), PGA Tour golf (No. 13), French Open tennis (No. 15) and MLB (No. 16).
  • Good Morning America and Today both make week-over-week moves by minutes watched, with the former jumping from No. 7 to No. 4 in our ranking.
  • “Regular” SportsCenter is joined by SportsCenter With Scott Van Pelt in our ranking. The two combined for 1.29% of minutes watched from May 23-29.
  • NCIS moves from No. 6 to No. 2 in our ranking week-over-week, securing 0.90% watch-time.

Most-watched shows on TV by percent shared duration May 23-29.

CBS keeps the top spot as the most-watched network, thanks in part to the PGA Tour’s Charles Schwab Challenge, which featured Sam Burns besting Scottie Scheffler in a playoff. The network had 6.61% of watch-time on the week.

Additional insights around the most-watched networks from May 23-29:

  • Watch-time increased for both CNN and MSNBC amid coverage of the tragic school shooting in Uvalde, Texas.
  • In anticipation of Memorial Day cookouts, Food Network leaned into holiday-specific content – and saw total minutes watched rise from 1.23% to 1.36% week-over-week.
  • Yellowstone wins again as Paramount Network climbs from No. 40 to No. 23 by watch-time week-over-week thanks in large part to marathon viewing of the show.
  • NBC and ABC flip-flop as the former benefits from the Indy 500 (among other programming) to hop from No. 3 to No. 2 in our ranking week-over-week.

Most-watched networks on TV by percent shared duration May 23-29.

Top Shows and Networks by TV Ad Impressions

Via, the always-on TV ad measurement and attribution company. Rankings are by TV ad impressions, for new episodes only. 

NBA TV ad impressions rose by over 6% week-over-week, with the conference finals delivering 3.25 billion impressions – or nearly 3.5 times more impressions than the nearest program (SportsCenter).

More data about the top programs by TV ad impressions:

  • With an assist from its two-part season 18 finale, Grey’s Anatomy arrives in our ranking at No. 25 by impressions, after finishing outside the top 50 the previous week.
  • Speaking of finales, Survivor wrapped up season 42 and delivered 0.95% of TV ad impressions on the week (No. 18 in our ranking).
  • National MLB game TV ad impressions climbed by nearly 5% week-over-week, while minutes of advertising climbed by slightly more (over 7% on the week).
  • Today made big moves week-over-week, as impressions soared by almost 15% week-over-week, and the show’s third hour saw a 16% climb.

Top shows by TV ad impressions May 23-29.

CBS leads our ad-impressions-by-network ranking once again, with 14.37% of impressions on the week. Quiz and giveaway shows (including The Price Is Right and Let’s Make A Deal) account for close to 20% of the network’s impressions for the week.

Additional insights around the top networks by impressions:

  • ESPN jumps from 6.3% to 7.7% of TV ad impressions week-over-week, with the NBA and NHL combining for nearly half of the network’s impressions from May 23-29.
  • Discovery Channel boosts impressions by 18.7% week-over-week, leaning on new episodes of shows such as Expedition Unknown: Uncovered, Deadliest Catch and Street Outlaws: America’s List.
  • Spanish-language networks Univision, Telemundo, and Galavision all make week-over-week gains by impressions share of voice, with Univision leading the way at 4.46% (No. 7 overall).
  • History Channel climbs to No. 22 in our ranking (up from No. 24 the previous week), with TV ad impressions for The Secret of Skinwalker Ranch nearly doubling week-over-week.

Top networks by TV ad impressions May 23-29.

John Cassillo is an analyst and contributor with TV[R]EV.