NEW YORK (AP) -- The emergence of NBA stars like Clippers forward Blake Griffin may explain the league's increased appeal among hard-to-attract younger viewers.
These players are young, engaging and Twitter-savvy.
The lockout-shortened season drew robust TV ratings across the board. But the numbers were particularly strong among the young -- a development that sponsors always like to see.
TNT had its highest-rated regular season in its 28-year relationship with the NBA, as the average viewership increased 4 percent from last season. Among adults aged 18-34, though, the audience was up 13 percent, and the median viewer age decreased from 38 years to 36.7.
ABC also had its highest-rated regular season for NBA games on the network, up 10 percent from last year. Among viewers 18-34, the rating increased 15 percent.