The NBA’s television ratings are the lowest they’ve been with viewership on ESPN being down 28% through Nov. 5 and national viewership going down 5% compared to last season.
There are a multitude of reasons why consumers and fans have been watching less. This includes the rise of the three-point shot and the poor exposure of the NBA. These problems have been issues that the NBA is trying to avoid, but with the direction the league is going, it is no surprise.
Starting with the issue of three-pointers, as of Feb. 24, the league average for three-pointers attempted is about 37.5 shots with a percentage rounded up to about 36%. Along with this stat, in one average NBA game, viewers could see a total of about 74 threes a game, with each team shooting 37 percent. In some games, half of a team’s shots are three-pointers. For example, in a game against the Los Angeles Clippers, the Miami Heat shot 52 three-pointers, though only making 17, out of their 83 total shots. To some, this makes the game boring with players just shot chucking.
Another major reason ratings have been so low is that the NBA is not doing its part when it comes to marketing emerging star players and teams. For example, the Philadelphia 76ers have 27 nationally televised games, while the Cleveland Cavaliers, placed first in the Eastern Conference, only have 13 nationally televised games. The 76ers have underperformed severely this season with their star rookie, Jared McCain, being out for the season with an Achilles injury along with All-Star center and former league MVP Joel Embiid only playing in 19 games this season.
In addition, global interest in the NBA isn’t high in some places. The NBA has made efforts to expand the game by holding games in France and New Mexico, similar to what the NFL did this year by holding games in Germany, London, and Brazil.
Although the need for global attention is a much-needed improvement, the NBA should bring its stars to games like these so that the international audience can see the skill and talent the NBA has to offer. The hope of next year’s draft with rising stars Cooper Flagg, Dylan Harper, and Ace Bailey paired with the eventful moves made after the trade deadline, these factors could hopefully help with ratings for this continuous season.
To celebrate the beginning of the 2023 NBA Summer League in Las Vegas, Sphere transformed the Exosphere into a basketball with a welcome message to teams, players and fans. (K.M. Cannon/Las Vegas Review-Journal/TNS)
