Key Facts
The average across all five games was lower than 2023 and 2022’s average NBA Finals ratings (reportedly 11.6 million and 12.4 million, respectively), though the figure far exceeds the 2021 series (9.9 million viewers) and the 2020 contest (7.5 million), both of which were six-game series.
The final game of the Celtics-Mavericks series averaged 12.2 million viewers, according to ABC parent Disney, peaking at 13.2 million viewers.
Game 4—in which the Mavs routed the Celtics 122-84—drew about 9.6 million viewers, marking the second-lowest NBA finals game 4 to date, behind only a pandemic-era game 4 that had 7.54 million viewers in 2020, according to Sports Business Journal.
Games 1 through 3 also had relatively low viewership by pre-pandemic standards, averaging about 10.99 million viewers, 12 million viewers and 11.4 million viewers, respectively—pre-pandemic, average series ratings were typically higher than 16 million viewers, according to Sports Media Watch.
https://www.forbes.com/sites/mollybohannon/2024/06/18/nba-finals-hit-lowest-viewership-in-3-years/The term "big 4" sports leagues in America needs to be retired. The NFL is on a whole different tier than the others. I don't enjoy saying this. I'm much more of an NBA guy than an NFL guy. For most of my life I was more of an MLB guy than NFL guy.
Ratings for everything in America outside of football are plummeting. But the NBA is weird.
Culturally interest in the sport is very, very high. It trends extremely well on social media. Polls show lots of young people list basketball as their most popular sport. And anecdotally people seem very interested in talking about the NBA. My sister, a total non-sports fan living in a city without a team knows who many NBA players are.
But no one watches the game. The RS ratings are low. And even the finals are low. This series had the 4th and 11th biggest metros. It was not the 2021 finals with the 10th and 40th biggest metros. Still the ratings sucked.
The NBA is getting a huge TV deal that is far out of relation with their current tv ratings. As an outsider looking in, the logic behind it from the networks perspective is (i) young people will start watching games; (ii) networks need the NBA to keep cable afloat; (iii) the social media figures indicate a lot of middle aged folks will start watching games again.
I'm a believer in the efficient market hypothesis which is why I've never owned an individual stock and instead have index funds. So I presume the networks are correct. But if they're wrong and fans don't start watching games this deal is going to be a huge albatross for everyone who buys in.
I read a book about cigarettes that convincingly argued that to understand cigarettes you need to understand that they are just nicotine delivery devices. Burning the tobacco is just the best way of getting a super quick nicotine fix. The tobacco itself is just cancer-ridden packaging.
The NBA's social media popularity indicates the potential for a lot of money. But long-term the NBA owners may not get it. It is possible that basketball games are just athletic-highlight delivery devices. By that I mean many people interested in the sport online don't care about basketball games so much as they just like the dunks, 3s and spectacle. The games are just a way to deliver it.
If that is the case, the players themselves will probably pick up most of this money via more and more endorsements while the current tv deal will be a big loser for the networks. I'm not sure this is correct but I am certain a higher percentage of NBA fans are indifferent to the sport itself relative to other leagues.