Through Monday, 26 of 31 NBA playoff games on national TV have had declines in viewership compared to last year. Keep in mind that excludes Sunday’s Game 4 doubleheader on ABC, for which final numbers were not immediately available.
From Friday to Monday, each of the 12 playoff games on cable (ESPN, ESPN2, TNT and NBA TV) declined , with all-but-one of those down by double-digits.
The poorest performers should be no surprise. Each game of the Wizards’ four-game sweep of the Raptors dropped by double-digits, including declines of 37 percent for Game 4 on TNT, 49 percent for Game 2 on NBA TV, and 53 percent for Game 3 on ESPN2. Games 2, 3 and 4 of Hawks/Nets each declined by at least 30 percent, with Game 4 off by a third. Grizzlies/Blazers had back-to-back declines of 43 and 34 percent for Games 3 and 4, respectively.
Those low-wattage series have not been alone in sinking by double-digits, however. Each game of Bulls/Bucks has dropped by double-digits, despite the Bulls welcoming back Derrick Rose. The Rockets/Mavericks and Spurs/Clippers series each had declines for their first four games, despite pitting relatively high-profile teams.
The only bright spots on national TV have been the Cavaliers and Warriors, who despite sweeping their respective series have accounted for the only increases of the postseason. Games 1 and 2 of Cavaliers/Celtics increased over last year, and overnights for Game 4 were up by double-digits on ABC. Meanwhile, Games 2 and 3 of Warriors/Pelicans also posted gains.
The weak start to the playoffs is in keeping with the trend of the regular season. Out of 143 regular season telecasts, 81 — or 57 percent — had fewer viewers than last year. Take the Cavaliers out of the mix, and the picture is even poorer. 79 of 118 non-Cavaliers telecasts had declines , equaling roughly two-thirds of the league’s LeBron-free slate.
On the bright side for the NBA, this year’s performance can be somewhat explained away. Last year’s first round was particularly dramatic both on and off the court, ending up as the second-most watched ever on ESPN and TNT . Compared to the 2013 postseason, only 16 of the 31 games have declined — still more than half, but a far better ratio.
Moreover, several of the league’s most popular teams finished in the lottery. The Knicks, Thunder and Heat ranked among the five most-watched NBA teams on national TV during the regular season, and each is out of the postseason. The Lakers, who from Michael Jordan’s retirement to LeBron James’ TV special were the most important franchise in the NBA, have slipped completely off the radar.
Beyond those mitigating factors, brighter days may yet be ahead. There is the potential of strong numbers in a Bulls/Cavaliers second round series, and to a lesser extent in a Spurs/Warriors Western Conference Finals. It is also possible that the mismatches that led to six 3-0 first round series will translate into closer, more competitive series in later rounds. The playoffs had a similarly slow start in 2012 before compelling series in the later rounds boosted the numbers.
Paulsen is the founder of Sports Media Watch and a contributor for Sporting News. Follow him on Twitter @Paulsen_SMW .
