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The NBA’s Long December

With aging and often injured stars—and competition from an ever-expanding NFL schedule—the NBA is struggling to find an early-season audience. Will Christmas deliver for the league this year?

nba Nikola Jokic denver nuggets
There are any number of theories explaining the decline: LeBron and Steph are too old, the game has been hijacked by three pointers, the NBA is too “woke,” the league’s best young players are in tiny markets, etcetera. Photo: David Berding/Getty Images
John Ourand
December 20, 2024

Every fall, when ESPN executives map out their expectations for autumnal viewership, their conversations naturally focus on the NFL and college football. After all, ESPN holds the coveted rights to Monday Night Football and has invested nine figures in the SEC, ACC, and Big 12. NBA ratings—despite ESPN’s recently extended, multibillion-dollar deal with the league—are a mere afterthought as the leaves change colors.