Adam Silver Talks NBA Ratings, Europe, CBA, Las Vegas

Speaking to Joe Vardon and Sam Amick of The Athletic and other media outlets on Tuesday ahead of the NBA Cup championship game, NBA commissioner Adam Silver admitted that the league’s television ratings are “down a bit” this season, but expressed confidence that interest in the league remains strong.

“If you look at other data points, in terms of our business, for example, we’ve just come off the last two years of the highest attendance in the history of this league,” Silver said. “We’re at a point where our social media audience is at the highest of any league and continuing to grow exponentially. So, it’s not a lack of interest in this game.”

Silver pointed out that the NBA isn’t the only league dealing with a decline in traditional television ratings. According to Sports Media Watch, while the ratings for NBA national broadcasts are down 19% compared to the same period last year, men’s college basketball (21%), the NHL (28%), and women’s college basketball (38%) have seen more significant ratings dips. Viewership for college football games has also dropped across all networks this fall, per Sports Media Watch, albeit by single-digit percentages.

“We’re almost at the inflection point where people are watching more programming on streaming than they are in traditional television,” Silver said. “And it’s a reason why for our new television deals, which will enter into next year, every game is going to be available on a streaming service. And as we move to streaming service, putting aside how the actual game is played on the floor, it’s going to allow us from a production standpoint to do all kinds of things that you can’t do through traditional television. All kinds of new functionality, all kinds of new options and screens that are available.”

Some fans and league observers have suggested that a focus on analytics, which has led to a significant increase in three-point shots, has hurt the game’s appeal. According to Vardon and Amick, Silver said moving back the three-point line isn’t something the NBA is seriously considering, but he made it clear the league is having “discussions about the style of basketball” and is open to rule tweaks that wouldn’t drastically change the game.

“It’s not unique to the NBA, where analytics start to be too controlling and create situations where players are doing seemingly unnatural things because they’re being directed to do something that is a more efficient shot,” Silver said. “And part of what we’re focusing on, too, is that what makes these players so incredible is the joy they bring to playing the game and the freestyle notion of the game too.”

Here are a few more highlights from Silver’s media session on Tuesday:

• Silver confirmed that the NBA and FIBA have been discussing launching a new professional league in Europe. “We’re not ready to make any public announcements. We haven’t made any internal decisions yet, but I do think there continues to be an enormous opportunity to take basketball to another level in Europe,” Silver said, per The Athletic. “I think the quality of the basketball in Europe has been fantastic. Many of our top players, of course, are from Europe, but we think there is more of a commercial and fan opportunity to create something special in Europe.”
• Responding to NBA team executives who believe the trade rules in the new Collective Bargaining Agreement have had unintended consequences that have made it too challenging to make deals, Silver suggested those consequences were, in fact, intended, according to Tim Reynolds of The Associated Press. “I understand the frustration of some of the general managers because particularly if you go over the apron, we’ve cut down on your flexibility,” Silver said. “But that was the very intent of the second apron and with the goal being to have a better distribution of star talent around the league. And I think we’ve been successful in doing that.”
• As Reynolds relays, the commissioner pointed to the Bucks (a second apron team) and the Thunder (operating under both aprons) ahead of the NBA Cup final as proof that teams can still succeed using a variety of cap/spending strategies under the new system. “There’s many different ways to win,” Silver said.
• Asked about whether Las Vegas will continue to host the NBA Cup semifinals and final going forward, Silver acknowledged that some teams have expressed interest in playing those games in their home markets. While the league isn’t shutting the door on that idea, it would make scheduling more complicated, according to the commissioner, who said he likes the job Vegas has done as a host the past two years. “You start to build in tradition, you have a lot of fans who can circle these dates on their calendar and plan to come to Las Vegas, plan a holiday around it,” Silver said. “I think the teams are on both sides. I think they like the idea of winning that opportunity to play at home. But then you’ve got to move tickets very short term. We have some experience doing that in the playoffs, but this is a little bit different.”