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Library/Moment/LeBron James: The Decision
Grade B18 sourcesHIS-01311

LeBron James: The Decision

Moment · 2010 · Notable

58Editable slideCertificate

LeBron James's ESPN announcement peaked at 13.1 million US television viewers.

Clip · Secret Base on YouTube
Clip · ESPN on YouTube
ESPN Special The Decision title card
Wikipedia (non-free, fair use)
LeBron James during The Decision on ESPN
ESPN
Sports Illustrated's I'm Coming Home essay, 2014
LeBron James, as told to Lee Jenkins / Sports Illustrated
LeBron James and Jim Gray shake hands on The Decision set
Deadspin

Spread Score

How it works
Reach53Contagion20Breadth70Velocity100LongevityNo data yet58

Numbers

US peak quarter-hour, seed broadcast; overlaps average
13.1M
As of Jul 8, 2010 · TV · Nielsen
Seed to observed peak
same day
Jul 8 ’10 to Jul 8 ’10
Platforms
5
Started on TV
Origin
Stunt
Sports

Mechanics

  • ControversyPrimary
  • Real-world spectacle
  • Platform jump
  • Press loop
  • Catchphrase

How it spread

Trace the origin

James announced his Miami move on ESPN. Jersey burning, Twitter reactions and a Comic Sans letter became follow-up stories. Sponsors funded Boys & Girls Club projects. The announcement later became a catchphrase, a video retrospective and a Hennessy ad.

Observed peak within the documented measurement window; not an all-time maximum.

Dec ’09Aug ’10Nov ’11Jun ’13Jun ’14Dec ’15Sep ’17Sep ’19Jan ’22May ’24Jan ’26TVXOpen webPressYouTube
TVXOpen webPressYouTube

13 more events on this chart

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Timeline (16)

  1. July 2010

    ESPN / LRMR Marketing precursor · Jul 7 ’10

    ESPN announced the special, its sponsors and a plan to donate proceeds to Boys & Girls Clubs.[1]

    Open the first post ↗

  2. LeBron James / Jim Gray seed · Jul 8 ’10

    James announced on ESPN that he would take his talents to South Beach and join the Miami Heat.[2][3][4]

  3. US television viewers observed peak · Jul 8 ’10

    Nielsen put the broadcast peak at 13.1 million viewers in its 9:15-9:30 p.m. ET quarter-hour.[5]

  1. backlash · Jul 8 ’10

  2. platform jump · Jul 8 ’10

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Why it worked

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  1. 1
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Origin
Stunt
Sector
Sports
Region
US
US peak quarter-hour, seed broadcast; overlaps average
13.1M
As of Jul 8, 2010 · TV · Nielsen
Evidence
Grade B

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