There is considerable speculation and concern regarding NBA TV ratings, which have shown a downward trend earlier this season. However, former ESPN president John Skipper is not worried. In an appearance on Pablo Torre Finds Out, he downplayed these concerns and presented a compelling argument.
Skipper stated, “My view is (the NBA) are ascendant. The deals they just did are much, much more important than whatever the regular season ratings are. We should not assume the ratings are a dramatic indication of the league’s health. This year, the NBA ratings are fluctuating—up and down—but overall, aside from the Christmas games, they are slightly down. But so what? Adam [Silver, NBA commissioner] needs to address it, but his league is more healthy than ever. They just signed $76 billion worth of deals, triple what they received before. If you asked any owner or anyone associated with the NBA whether they’d prefer a ratings increase of 20% or a media rights increase of 300%, I believe the answer would be clear.”
Skipper’s point is valid. The NBA’s new 11-year, $76 billion media rights deal was announced last year, and partners such as Disney/ESPN, NBCUniversal, and Amazon were aware of the ratings trends prior to signing. Having previously negotiated such significant media deals while at ESPN, including the 2014 NBA deal, Skipper believes that the new agreement, beginning next season, is justified.
“I think the league is worth it; it is in good shape,” he continued. “People are watching the games, and fans care. In New York City, for instance, when the Knicks are good, the city comes alive. I believe the league is in excellent condition, and the minor fluctuations in ratings—whether down 3% one Sunday or up 2% another—are not particularly significant.”
Former ESPN president John Skipper sounds off on the NBA’s ratings drama 😳
“The deals they just did are much, much more important than whatever the regular season ratings are. We are back to people thinking the ratings are some dramatic indication of the health of the league.… pic.twitter.com/KRq6XdHaPn
— Pablo Torre Finds Out (@pablofindsout) February 14, 2025
Many theories have been proposed regarding the decline in NBA ratings, with analysts attributing it to factors like playing style—“Players shoot too many threes”—the impact of aging superstars such as Steph Curry and LeBron James, and even negative media coverage. Interestingly, WNBA star Caitlin Clark speculated that the decline could be due to NBA players being too talented.
Nonetheless, Skipper’s perspective that the situation is positive resonates. The $76 billion media rights deal highlights the NBA’s robustness.
