Ratings were already bad for the 2007 NBA Playoffs. Michael Hiestand of USA Today reports that ratings across all three networks (ABC, ESPN and TNT) are averaging a 1.8 through last Tuesday. The highest rated playoff game on ABC drew a 3.3 rating. As a comparison, Yankees/Red Sox on ESPN on April 22 drew a 3.5 national rating.
Now, in what could be the biggest deathblow to NBA ratings, the Utah Jazz have dispatched of the Houston Rockets in seven games. This is nothing personal against the Jazz, who could very well go to the Western Conference Finals this year. However, Utah plays in one of the smallest television markets in the NBA, and the Jazz lack any discernible star power. Carlos Boozer dominated Game 7 in Houston, but he is far from a household name. Casual fans are not going to flock to their television sets to watch Mehmet Okur.
Expect ratings for the Warriors/Jazz series to be the lowest for a second round series — possibly ever. While people were interested in seeing Golden State knock off the #1 seeded Dallas Mavericks, the Utah Jazz are far from a Goliath. Can the Warriors carry ratings on their own? It is plausible, considering their exciting play. Plausible but unlikely.
As great as the ratings were for the 2006 NBA Playoffs, expect the 2007 NBA Playoffs to set a new mark in futility. If the San Antonio Spurs defeat the Phoenix Suns, there is no doubt that the rest of this postseason will set record lows across all networks. A Jazz/Spurs West Final, possibly paired with a Nets/Pistons East Final, would barely draw numbers higher than Sunday Night Baseball games. And if the Spurs play the Pistons — again — do not be surprised to see 2003 level numbers for the NBA Finals.
God forbid Utah play New Jersey. That series might not even draw a 4.0 average rating.
