NBA’s ratings down while NFL’s ratings increase
The NBA has long held Christmas Day as its crown jewel of regular-season programming, with high-profile games featuring marquee matchups and superstar players. However, the league faces a growing challenge from the NFL, which has increasingly scheduled games on Christmas, drawing attention and viewers away from the NBA’s showcase day.
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LeBron James, always a vocal and influential figure both on and off the court, addressed this rivalry head-on following the Los Angeles Lakers’ thrilling victory over the Golden State Warriors. Speaking to ABC’s broadcast team after the game, James said, “I love the NFL. I love the NFL, but Christmas is our day.”
Yet his statement comes amid troubling trends for the NBA, as it battles declining ratings while the NFL soars to record viewership levels.
A Tale of Two Leagues
The numbers paint a stark picture. The NBA’s ratings for the first half of the 2024-25 season have plummeted by 17% across major networks like ABC, ESPN, and TNT, as reported by CNBC Sport. Meanwhile, the NFL is thriving, boasting its highest average viewership per game in a decade. Through the first 10 weeks of the season, NFL games averaged 17.3 million viewers, even excluding games aired exclusively on platforms like Peacock and ESPN+.
While NBA Commissioner Adam Silver attributes the decline to factors unrelated to fan interest in the game, the league is clearly facing a critical challenge in capturing and retaining its audience.
The NFL’s Incursion into Christmas
Historically, American sports leagues have carved out their territories on the calendar: the NFL dominates Thanksgiving, MLB owns the Fourth of July, college football rules New Year’s Day, and the NBA shines on Christmas. This tradition has become part of the cultural fabric, with fans associating specific holidays with particular sports.
But since 2020, the NFL has begun to make inroads into Christmas. This year, the league scheduled two games on December 25, requiring teams to navigate condensed schedules to make it happen. Despite player dissatisfaction with the grueling calendar, the NFL delivered its games — and, as expected, drew massive audiences.
The NBA’s Counter
The NBA continues to invest heavily in its Christmas Day lineup, delivering competitive matchups designed to showcase the league’s best talent. This year was no exception. The Lakers-Warriors showdown provided a dramatic finish, with Austin Reaves scoring the game-winning layup after a clutch 3-pointer by Stephen Curry. LeBron James led his team with a commanding 31 points and 10 assists, proving once again why he’s one of the most marketable athletes in sports.
Other Christmas Day games, including victories for the New York Knicks, Minnesota Timberwolves, and Philadelphia 76ers, also delivered close contests, contrasting sharply with the NFL’s blowout results, where the Kansas City Chiefs and Baltimore Ravens both cruised to victories by an average of 24 points.
A Clash of Giants
For the NBA, Christmas is more than just another day on the schedule; it’s a tradition deeply embedded in the league’s identity. The NFL, however, operates on a different scale, commanding unrivaled ratings and fan engagement. Even with high-profile matchups and stars like James, Stephen Curry, and Joel Embiid on display, the NBA faces an uphill battle to compete with the NFL’s viewership dominance.
LeBron’s comments reflect a sentiment likely shared by many within the NBA: A desire to reclaim the day that has long been synonymous with basketball. Yet, as the NFL continues to expand its programming and audience, the NBA’s best strategy may be to focus on delivering high-quality games that keep fans engaged — even if they’re sharing the spotlight.
Why Is the NBA Struggling?
Several theories attempt to explain the NBA’s ratings decline. Some critics point to the league’s embrace of social justice activism, particularly in the wake of George Floyd’s death in 2020. While the NBA has since dialed back overt political messaging, high-profile figures like LeBron James and Steve Kerr remain vocal on political issues, potentially alienating certain segments of the fan base.
Notably, the NFL has also embraced social justice initiatives, such as allowing players to display messages on their helmets. However, it hasn’t suffered the same backlash, and its ratings have rebounded.
Other factors may also be at play, including changing viewer habits, oversaturation of games, and competition from streaming platforms.
Moreover, an overflow of three pointers is making the game less spectacular and less physical. After all, who doesn’t love a dunk?
