- The NBA Cup, formerly known as the In-Season Tournament, begins knock-out stage play on Tuesday.
- NBA ratings are down 17% so far this season, but NBA Cup games have outperformed the general trend.
- League executives say they aren’t sweating lower ratings and are excited about the NBA Cup.
The NBA is battling an early-season ratings slump, but league executives told Business Insider they are confident the slide will be short-lived, as the knock-out round of its second-ever in-season tournament tips off on Tuesday night.
NBA ratings are down 17% for nationally televised games and 8% for local games from last year this season through December 6, according to Nielsen. The dip comes months after the NBA locked up an 11-year, $76 billion TV contract with Disney’s ESPN, Comcast’s NBC, and Amazon.
Cord-cutting contributed to those declines, as pay-TV subscriptions fell close to 7% in the first half of 2024.
The NBA execs who spoke with BI said that besides cord-cutting, other factors behind the viewership hit included a crowded sports calendar, the US elections, and injuries to All-Star caliber players.
“We have had just some unfortunate luck early season,” said Evan Wasch, the NBA’s EVP of basketball strategy and analytics.
Despite early-season ratings declines, there’s been a bright spot: fans seem especially interested in the NBA Cup. Viewership for group-play games in that in-season tournament was 7% higher on national TV and 9% higher in local markets versus non-Cup games this season, though it’s still off 10% compared to last year’s tournament matches.
“We were a little bit swimming upstream with some of those early-season challenges,” Wasch said. “But we’re definitely seeing some strength, especially when we have top matchups on — and certainly with the NBA Cup games.”
The Cup runneth over
The NBA instituted an inaugural In-Season Tournament, now called the NBA Cup, last year to drum up interest early in the season, when it competes with the NFL and college football.
All 30 NBA teams compete in group-play games, which count toward regular-season records and tournament rankings. Then comes a single-elimination knock-out round in Las Vegas.
While there was some confusion about the tournament in its first year, players and fans now appear to know what’s going on.
“That education piece was still our upside opportunity,” said Jenny Whitlock, the NBA’s head of global fan marketing.
Analysts have remarked in the last two years that competition is more intense than usual in NBA Cup games, which is an encouraging sign for the league in a slower time of the season.
“The thing that resonated most with fans was the level of intensity and player buy-in in the first year, because that was a big unknown,” Wasch said.
Las Vegas may get more than the NBA Cup
Among the contenders for this year’s NBA Cup are veteran teams and up-and-comers, plus a mix of major markets like New York and Atlanta, and smaller ones like Orlando and Milwaukee.
League executives hope that young stars will break out during the knock-out round, like Tyrese Haliburton did for the Indiana Pacers last year, as household names like LeBron James age.
“We want to make sure that people come into these competitions knowing what’s at stake, who’s the standout, who are the names that they should know about,” Whitlock said.
The NBA hopes that knock-out round games will draw stronger viewership than group-play games, like they did last year. But ratings may partly depend on whether popular, big-market teams advance.
As for what’s next for the NBA, its commissioner has hinted about expanding the league to 32 teams. Many analysts believe the leading cities for the next two NBA franchises are Seattle and Las Vegas, which is already home to the NBA Cup’s knock-out round.
Las Vegas has boomed in popularity as sports betting becomes legal across the US. Sin City has added three — soon to be four — major sports teams since 2017, and it’s the center of the NBA world this week. In the coming years, it could become a more permanent home for the league.
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