After seeing a 5 percent ratings dip for game telecasts last season across ABC, ESPN, TNT and NBA TV, viewership numbers have continued to decline for the NBA.
The NBA has grown in popularity, creating offseason storylines as well as any league thanks to superstars regularly changing teams through trade and free agency. While those storylines are enjoyed by fans and media, the heightened focus on player movement has not led to any growth ratings for game telecasts
But according to Dallas Mavericks owner Mark Cuban, the NBA’s TV partnerships are the biggest cause of their ratings decline. Most of the NBA’s national games are on cable networks, which are not as readily available on streaming packages as broadcast networks according to Cuban. As consumers cut the cord and move away from traditional cable providers, they may not have access to the NBA’s national games.
“Ratings are down because all of our national broadcasts are exclusively available on cable, which is losing subs daily,” Cuban wrote on Twitter. “Football benefits from being on broadcast TV which is in every digital and traditional package along with gambling available in some of the biggest markets.”
FOX Sports radio host Colin Cowherd disagreed with Cuban, instead blaming the ratings decline on the location of the NBA’s stars. Player movement created more league parity for the NBA, but many of their biggest stars moved to the West Coast.
LeBron James, Kawhi Leonard and others playing most of their games in the Pacific Time Zone has been the biggest culprit for decreasing TV ratings. According to Cowherd, a lack of superstars in the Eastern Conference creates low ratings for the early window of national broadcasts, acting as a weak lead-in for their West Coast games.
“On the flip side we help all cable broadcasters and distributors stay alive by keeping sports packaging alive, hopefully for the next 10yrs or more. Once it makes sense to simulcast streams in a low cost digital package, numbers will change” Mark Cuban later added.
Whether it’s load management for players, a regular season that lasts too long, superstars playing on the West Coast or cord-cutting, the NBA has no problem generating interest on social media, but they’ve failed to generate positive TV ratings out of that interest.
Brandon Contes is a freelance writer for BSM. He can be found on Twitter @BrandonContes. To reach him by email click here.