in ,

NBA Finals Ratings Were Officially the Lowest in Modern History

LeBron James won his NBA fourth championship on Sunday, with the NBA’s marquee franchise, the Los Angeles Lakers. However, the spectacle of this event was not enough to curb the downward viewership trends for the NBA Finals. Here is a look at the six games this year versus the six games last year (viewership in millions):

The last time LeBron James played in the NBA Finals, in 2018 Cavs-Warriors, the games averaged 17.56 million viewers. This year represents a 57.6% drop from that.

Yes, there are a number of variables affecting the numbers. The NBA played out of season. There were no fans at the games, making the viewing experience feel less communal. There is a glut of live sports and only so many hours in the week with which to watch them, even if leagues are not in direct competition.

I also want to be fair and give Adam Silver and the NBA tremendous credit for pulling off the bubble. There were zero positive tests and the quality of play was consistently excellent. It would be revisionist history to say everyone thought this would succeed. Read these stories from USA Today and CNBC if you want to remember the profound skepticism about plans for the NBA.

However, Game 6 of the NBA Finals went up against the NFL Sunday Night Football game between the Vikings and Seahawks, which averaged 15.1 million viewers. You read that right: regular season NFL in primetime nearly doubled Game 6 of the NBA Finals featuring LeBron and the Lakers.

But it warrants mentioning that a per-game average of 7.45 million viewers is the lowest as far as the public numbers go back, which is to 1986. The next-lowest was in 2007, when the Spurs swept the Cavs. Those four games averaged 9.29 million viewers. There are also more people at home now than normal due the pandemic, and the NBA and all sports are for the first time benefitting from out-of-home viewership getting counted immediately.

Undoubtedly, the factors cited above contributed to the drop. But, let’s say the NFL or SEC or Big Ten football were happening in the spring instead of the fall. Would they be down by half?

It is my opinion that there are also a number of viewers out there who do not want social justice messaging directly embedded into sporting events like it was in the NBA bubble.

NBA commissioner Adam Silver tacitly acknowledged this, in saying that he expects the messaging to disappear from the court in future seasons. “I understand those people who are saying ‘I’m on your side, but I want to watch a basketball game,’” Silver told Rachel Nichols last week. It later came out in the New York Post that Silver was surprised by the low viewership for the NBA Finals.

The silver lining for the NBA is that these numbers should rebound. Kevin Durant and Kyrie Irving will be in the New York market. Steph Curry and Klay Thompson will return for Golden State. Next year’s Finals will likely be played in the summer and compete only against regular season baseball.

Written by Ryan Glasspiegel

Ryan Glasspiegel grew up in Connecticut, graduated from University of Wisconsin-Madison, and lives in Chicago. Before OutKick, he wrote for Sports Illustrated and The Big Lead. He enjoys expensive bourbon and cheap beer.

12 Comments

Leave a Reply
  1. Hopefully, this serves as a warning to every other sports league in America to refrain from political positions. Saying Black Lives Matter is one thing, but supporting the Marxist BLM organization that looted and burned our cities is another. It shouldn’t take a genius to see the difference between the slogan and the group.

  2. Pro sports in America has created more wealth for people of color than any industry in the history of the world. The American university system has created more opportunities for people of color than any other institution in the history of the world. As I avid sports fan, I am done with all of it. I will take my time and money elsewhere.

  3. Lakers fan here. I’m excited that we got #17, but it just wasn’t the same this year. I didn’t get all jacked up like I did during previous Championship years. Hell, I didn’t even watch the trophy ceremony, nor the postgame speeches. Why? Because of Adam Silver. Right before giving the trophy to the team, he of course had to make some racial injustice, SJW speech. So I just turned it off. Silver and majority of NBA bigwigs just don’t get it. These record low ratings are undoubtedly self-inflicted. LeBron has been the biggest reason for that IMHO. I have become less excited to watch the Lakers because of him. It is pretty depressing to say the least. I have always preferred the athletes from my preferred team stay off social media. I don’t need to know if they are conservative, liberal, atheists, christians, etc… I just want to come home and watch the greatest talents of each respective league duel it out without any other crap taking away that excitement/competitiveness of the game itself. As Joe Torre always stated about his pitchers: “I want my pitchers to be mysterious. It puts fear into the batters’ minds because they know nothing about them”. If only all athletes understood how much more valuable they are as a player/businessman when viewers know nothing about them.

  4. That is a huuuge drop any business should have major concerns about that but the head employee the queen said “don’t watch” so i didn’t that and their constant lecturing turned off a large swath of Americans. And moving forward i don’t intend to come back any time soon and i imagine i am not alone in my thinking.There are lots of other things to do than watching a bunch of overpaid ant American chicom loving ingrates bounce a ball around.

Leave a Reply

to comment on this post. Not a VIP? Signup Here

L.A. TV Reporter Had To Ask Dodgers Pitcher Walker Buehler About His Tight Pants

ABC/FOX Reporter Threatens To Kill Mayor On Voicemail