The NBA’s Ratings Woes: Why 2024 is Looking Like a Dunk Gone Wrong
The 2024 NBA season is here, but the league is not exactly coming out of the gate like a Ja Morant fast break. Ratings are tanking harder than the San Antonio Spurs pre-Wembanyama sweepstakes, and the reasons aren’t as simple as lackluster matchups or too many load management nights. The stealth culprit? The NFL is playing chess while the NBA fumbles through a messy checkers game.
Let’s break it down.
NFL’s Big Flex: Thursday Domination and Christmas Crowns
Thursday nights used to be a stronghold for the NBA, with TNT’s Inside the NBA crew providing fans with post-game laughs and analysis. But the NFL said, “Nah, we’ll take that too,” planting its flag firmly on Thursdays. Now, Inside the NBA is awkwardly shuffled to Tuesdays, and fans aren’t adjusting. The move feels like watching Shaq try to pull off a mid-range jumper—just weird. To add to it, do fans even know where to watch games anymore? Between ESPN, TNT, ABC, NBA TV, and your local provider, how time-consuming is it to figure out exactly where your latest match-up will come from?
Historically, the NFL only played on Christmas when it fell on a Sunday. But that has changed over the last few years. And now, there’s Beyoncé.
In an unprecedented move, Queen Bey is headlining the NFL’s Christmas Day halftime show, taking a shot directly at one of the NBA’s signature marquee days. Let’s be real: how many people are flipping back to see the Sixers when Beyoncé’s serving “Cuff It” live?
The NFL’s numbers speak for themselves. According to Nielsen, Monday Night Football saw a 12% rise in viewership this season, and Thanksgiving matchups set records with over 35 million viewers tuning in. Compare that to the NBA’s ratings, which are struggling to maintain last year’s mediocre averages. It’s like comparing a prime LeBron to… well, current LeBron on a back-to-back.
NBA Struggles: Too Many “DNP-Rest” Nights
While the NFL is thriving on drama, star power, and predictable scheduling, the NBA continues to shoot itself in the foot. The load management era has left fans guessing if their favorite players will actually hit the court. Nothing kills a vibe faster than shelling out cash for Lakers tickets only to find out AD is sitting because “precautionary reasons.”
Add in the lack of compelling rivalries (where are the real Celtics-Lakers matchups?) and reliance on younger stars who haven’t quite transcended into household names, plus the endless threes and no defense, lately the NBA feels more like a filler episode than must-see TV.
Urban Pop Culture Eats the NBA’s Plate
The NBA has long been a mainstay in urban culture, with stars like Steph Curry and Kevin Durant showing up in music videos and viral memes. But lately, even that arena seems dominated by the NFL. Whether it’s Travis Kelce and Taylor Swift overshadowing NBA players’ personal lives or Tom Brady continuing to grab headlines without stepping on the field, the NBA is losing its off-court clout and “cool factor” that kept it culturally on top during the 90s and 00s.
How Can the NBA Rebound?
The league has a chance to fight back, but it’ll take more than a few buzzer-beaters to compete with the NFL juggernaut. Here’s what they need:
- Consistent Star Power: Fix the load management issue. Stars sell tickets and drive ratings.
- Marquee Matchups: Double down on rivalry games and make them events. The Christmas Day lineup isn’t sexy.
- Cultural Resurgence: Partner with artists, brands, and influencers who resonate with younger audiences.
- Fan Engagement: Incentivize in-person attendance with behind-the-scenes access, merch drops, and exclusive experiences.
- Creative Broadcasting: With a mix of new and old partners coming up in the 2025-2026 season, it’s time to shake things up. We know “Inside The NBA” has been licensed to ESPN for premiere events, but new partners Amazon and Peacock/NBC better have some heat in the cut.
The NBA needs to channel its inner Kobe Bryant—ruthless, focused, and relentless—to keep fans engaged and stay competitive. Until then, the NFL is scoring big on and off the field, leaving Adam Silver and company to figure out how to stop the bleeding. Maybe they should call Beyoncé for advice?
