OKLAHOMA CITY — As the NBA Finals kick off, the spotlight falls on a unique pairing: the Indiana Pacers versus the Oklahoma City Thunder. Though they are ranked 25th and 47th in terms of media market size, these numbers hold little meaning for those who appreciate the essence of basketball.
The finals, starting Thursday, feature two young, dynamic teams celebrated for their high-scoring abilities and marketable stars. Indiana’s Tyrese Haliburton, an Olympic gold medalist, and reigning MVP Shai Gilgeous-Alexander from Oklahoma City lead their respective teams. What these finals promise is a classic showdown featuring star power, skilled coaching, and an ensemble of All-Stars, fitting into the NBA’s recent trend of competitive balance.
While this matchup may not guarantee stellar television ratings due to smaller home markets, true basketball aficionados are unlikely to be deterred. As debates around market size ensue, it’s worth noting that viewers might be turning to alternative platforms to follow games. Social media engagement is skyrocketing, with NBA content experiencing a 64% surge compared to last season; this playoff season alone has generated 32 billion views. Gilgeous-Alexander and Haliburton, prominent figures in this frenzy, have collectively amassed 1.5 billion views to date.
Despite potential dips in traditional viewership metrics for the finals, the NBA is unfazed. The league’s substantial 11-year, $76 billion media rights contracts with Disney, NBC’s Peacock, and Amazon Prime Video illustrate the enduring demand for NBA content, validating its significant digital consumption. As streaming and mobile viewing gain ascendancy, traditional Nielsen ratings are becoming less relevant.
Beyond ratings, these deals underpin the league’s financial health, irrespective of the series’ performance in television numbers. Haliburton anticipates fans who tune in will witness two elite teams displaying top-tier basketball, with multiple players contributing to the dynamics, appealing to both younger audiences and seasoned observers who relish the high-caliber competition.
NBA Commissioner Adam Silver has recognized the challenges posed by a declining cable subscriber base, noting that a modest 2% dip in viewership is tolerable amid shifting media consumption habits. The league, focused on the bigger picture, sees promise in the widening of national exposure for teams like Indiana and Oklahoma City. Similar past successes by underdog cities such as Milwaukee and Denver suggest promising futures for both the Pacers and Thunder, potentially including prime slots in next season’s national broadcasts, like the coveted Christmas Day games.
Both teams exemplify fiscal discipline, emerging into the finals without incurring luxury taxes, a strategy not seen in decades. Their rise from a combined 49 wins three years ago offers a roadmap for other franchises seeking to turn around their fortunes and build around emerging stars successfully.
True fans anticipate a thrilling series, witnessing the potential of these up-and-coming contenders. As Haliburton expressed it, this is an exhilarating moment for those deeply invested in basketball’s growth and diversity.