The NBA continues to emerge from the ratings slump experienced earlier this season. According to a report from Tom Friend of Sports Business Journal, national NBA viewership is down 5% year-over-year, an improvement from the 19% decline noted before Christmas Day. Currently, the national average stands at 1.77 million viewers per game across ABC, ESPN, and TNT/truTV.
As expected, February’s viewership has increased significantly compared to January, largely due to the remarkable NBA trade deadline earlier this month. The Luka Dončić trade has certainly rekindled interest in the league, as evidenced by ESPN drawing over 2 million viewers for his debut with the Los Angeles Lakers during a 10:30 p.m. ET tip-off.
While ESPN and ABC are performing slightly better than TNT, with NBA viewership on the Disney-owned networks down just 1% compared to last year, TNT has faced a 14% decline. This trend aligns with the broader 13% yearly drop in total cable viewership attributed to cord-cutting.
Locally, the viewership landscape is mixed. The Cleveland Cavaliers are among the success stories, with a remarkable 57% year-over-year increase, making them third in the league despite challenges from cord-cutting. This surge can largely be attributed to the team’s on-court success. In contrast, the Portland Trail Blazers lead in growth, boasting a 69% increase after switching from the limited-reach RSN Root Sports Northwest to their own over-the-air platform, Rip City Sports Network, along with a direct-to-consumer streaming service.
However, not all teams have found the same success; the Utah Jazz, despite launching a similar over-the-air and direct-to-consumer model, have experienced a 44% decline in local viewership, ranking fourth-worst in the league. According to SBJ, “the novelty appears to be over” for viewers seeking Jazz games on a free platform, compounded by the team’s lackluster performance.
Local viewership differs significantly from national trends but still accounts for roughly 55% of all NBA viewing, according to SBJ. Overall, while the league has faced losses, these seem far less dramatic than earlier forecasts suggested. In fact, the league is “beating the spread” considering the sharper decline in overall cable viewing.
