Three reasons why the NBA continues to witness declining TV ratings
By Alex Mcewen
The NBA’s viewership has been steadily declining. Roughly one month into the new campaign, the ratings return is not great. Let’s examine some reasons why
Editor’s note: Originally this article had an incorrect number for the NBA Finals rating drop that has since been amended
The NBA Finals saw a 14 percent decline in ratings, according to Sports Media Watch. Many wrote the decline off due to the fact LeBron James missed out on the Finals for the first time since the 2009-10 season, coupled with the myriad of injuries to the Golden State Warriors, which included Klay Thomson and Kevin Durant.
Oh, and the eventual NBA champion the Toronto Raptors, they reside in Canada, great for viewership across the border, not so great for viewership stateside.
This brings us to today. According to Sports Media Watch, nine games have failed to reach the one million viewer threshold. During the duration of the 2018-19 season, a total of 12 games failed to eclipse one million viewers.
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What is going on here? There is no singular reason for the decline, below are three potential reasons for the ratings slippage:
Missing in action
The NBA thrives on its superstars. So far this season, several of the game’s biggest names have already missed time. Among the 26 players who made the 2019 All-Star teams, only nine have played in all their available games.
Breaking it down further, last year’s all-stars have appeared in a seldom 216 contests out of a possible 332 man games. Some players have been missing games for valid reasons, such as Durant and Thomson, who will miss the entire season due to Achilles and ACL injuries.
Is the NBA short on star power? No, they are not. Injuries have been an issue.
*Games played as of 11/18/19
More Morey, more problems
One potential reason for the continuing decline in NBA viewership could be yet another repercussion from Rockets GM Daryl Morey’s comments, which he made regarding Hong Kong during the preseason in October.
Morey’s comments undoubtedly will cause a decline in the NBA’s international ratings. It would not be far-fetched to ponder if his now infamous tweet offended the NBA’s Asian-American fan base as well.
Poor game selection
The TV schedule is announced long before the regular season tips off. Hence, it would be nearly impossible for the NBA to hit on every national matchup because it is a given some squads will surprise, while others will underwhelm.
Thus far among the 46 games televised on NBA TV, TNT, and ESPN 32 of said games have featured at least one of 16 teams who are currently under .500.
*Games played as of 11/19/19
What can be done to cure the problem?
The solution will need to come from the top. Many will clamor for a shorter schedule. Though, the answer may not be that simple.
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An answer to this troubling problem remains unknown for the NBA. But they should begin trying different remedies now, or the ratings will continue unraveling at an alarming rate.