The Los Angeles Lakers have bowed out of the NBA Playoffs with a sweep at the hands of the Dallas Mavericks, trouncing them 122-86 in the fourth and final game in the series. While the ejection of Lakers players Lamar Odom and Andrew Bynum late in the game as a result of flagrant fouls made the end ugly, the byproduct could be even more distasteful to the NBA.
The blowout may also signal the end of the NBA’s ratings momentum. (Clearly, many people enjoy seeing L.A. in distress; per Nielsen overnights, the elimination game on ABC drew a 6.5 rating, up 27 percent from comparable coverage of a Boston-Cleveland game a year ago.) writes Anthony Crupi. Along with representing the nation s No. 2 market, the Lakers are also a hard habit to break. Since 2000, the team has appeared in seven NBA Finals match-ups; five of these series averaged household deliveries of 10.0 or greater. Not for nothing did NBA commissioner David Stern in 2004 joke that his dream match-up for that season’s Championship round would be the Lakers versus the Lakers. The highest-rated NBA Finals broadcast not featuring the Lakers aired on ABC on 2006, when the six-game Heat-Mavs series averaged an 8.5 HH delivery. That showdown represents the least-watched Finals since 2000.
Adding to these ratings issues are the fact that the Boston Celtics are struggling against the Miami Heat, down now three games to one. Boston represents the seventh largest TV market and has a fervent nationwide fanbase for its sports teams.
“The good news for TNT and ESPN is that teams from several other high-ranked markets still remain in the running, as Chicago (No. 3) and Atlanta (No. 9) are knotted up at two games each in their best-of-seven series. From a big-market standpoint, perhaps the best result the NBA can hope for is a meeting between last year s Eastern Conference champs, Boston, and No. 6 Dallas, said Crupi. Simple momentum may also work in the networks favor. Through May 5, TNT is up 31 percent in total viewers, averaging 4.52 million fans per telecast. Together, ABC and ESPN are up nearly 27 percent versus the same time one year ago.
No matter which clubs advance to the Finals, the prospect of topping last year s Celtics-Lakers classic seems rather remote. The clincher scared up a 18.2 rating/27 share, making it the highest-rated NBA game since Game 4 of the 1998 Bulls-Jazz series (19.1/33), he noted. That series marked Michael Jordan’s swan song with the Bulls and stands as the most-watched NBA Finals in history (18.7). In the instant classic Game 6, Jordan scored the game-winning jumper with 5.2 seconds left on the clock, giving the Bulls their third straight title and drawing a stellar 22.3/38 for NBC.
Source: AdWeek