Navigating a Decline: Analyzing NBA Ratings Decline and Strategic PR Responses
The NBA had a bit of a viewership problem on its hands during the 2024-25 regular season.
What was once must-see TV has shown some concerning trends in the ratings department? But why? And more importantly, what can the league do about it from a public relations perspective?
The Numbers Don't Lie
The NBA's television ratings have been on a rollercoaster ride in the last 3 years. This unfortunately isn’t that type of rollercoaster that ends with cotton candy and smiles. What was once competing with the NFL in ratings has seen double-digit percentage drops. This of course has been during regular season broadcasts on major networks, with some games pulling in historically low numbers.
This decline stems from a multi-year trend that has NBA executives and their network partners sweating more than players in an overtime game.
Why Are Fans Changing the Channel?
There's never just one reason for a ratings decline, but several factors seem to be contributing to the NBA's viewership challenges:
Cord-cutting. As streaming services continue to dominate, traditional cable subscriptions are being left behind faster than defenders trying a Steph Curry closeout. The younger generation is also settling to watch games via illegal streaming websites.
Content oversaturation. There are simply too many entertainment options competing for. Between all streaming services, social media, gaming, and other sports leagues, the NBA is fighting for attention in a crowded arena.
Game presentation issues. The final two minutes of an NBA game can sometimes stretch longer than the line at the DMV. This is a cause of timeouts, replay reviews, and intentional free throws. The flow of the game continues to get disrupted right when it should be most exciting.
Superteam fatigue. Another possibility may be that some of the magic disappears. The lack of competitive balance in the NBA has left fans of many teams feeling like they're just background extras in someone else's championship DVD.
Strategic PR Responses: How the NBA Can Bounce Back
The NBA isn't just going to run the clock out on this problem. Here are some strategic PR approaches the league could implement:
1. Storytelling Beyond Superstars
The NBA has always been a star-driven league, but there are absolutely fascinating stories throughout all 30 teams that aren't being told. Tell the stories of the human side of basketball that goes beyond the stat sheet.
PR efforts should spotlight:
Up-and-coming players with compelling backgrounds
Team cultures on all social media platforms
Interactive community partnerships
2. Game Experience Renovation
The product itself needs some tweaking to recapture fan attention.
Consider:
Creating more meaningful regular season contests, instead of just a half-court shot that hardly anyone hits.
Finding the right balance of analytics-driven basketball and entertaining play styles and sharing across social media.
Photo Credit: Australian Sports Tech Network
3. Rethinking Competitive Balance
When fans of 20-25 teams feel like they have no shot at a championship before the season even starts, engagement suffers.
The league could:
A press release stating the league will Revise its salary cap structure
Find creative ways to incentivize stars to build in different markets
Celebrate the journey of team building and not just championship parades
The Final Buzzer
The NBA's ratings decline isn't a death sentence per say but it is an opportunity for reinvention. It seems as technology continues to enhance The NBA is being left in the dust. The league that has been by far the most progressive and forward-thinking among all the other major sports organizations needs to channel that same innovative spirit to address these challenges.
Some factors may effect next years rating like the surprise Luka Doncic trade or NBC taking over streaming rights for the following season. The NBA a remains an incredible product with global appeal. With thoughtful PR strategies that focus on accessibility, storytelling, and competitive excitement, the NBA can reverse its ratings slump and connect with fans in new meaningful ways. It's time for the NBA to the drawing board and come up with its next play.
Bio: Johnny Kontorovsky is a senior at California State University, Northridge (CSUN) with extensive knowledge of the sports and music industries. Having interned at Interscope Records in the sporting and entertainment division, Johnny brings both practical experience and analytical insight to discussions about the intersection of sports, entertainment, and media trends.