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Adam Silver acknowledges ratings drop as NBA tries to connect young viewers to broadcasts

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One of the NBA’s great strengths is its core audience is younger than the other major American sports.

One of the NBA’s great challenges is its core audience is younger than the other major American sports.

That means a lot of NBA fans are cord cutters — or, never had a cord to begin with — and don’t consume their entertainment the way their parents and grandparents did. Much the way we do a poor job measuring the economy by doing it the same way we did a century ago, using traditional Neilson rating measures is a poor way to judge the number of eyeballs on a game. Viewership is evolving.

But make no mistake, traditional ratings are down for the NBA, both nationally and at the regional level. Nationwide ratings are down by 12 percent, including 13 percent on TNT and 16 percent on ABC. On the regional level, the Sports Business Journal reports ratings are down by 13 percent. That is due to some big drops in certain markets (the Bay Area, for example), while the NBA says that ratings are up in 13 of the 28 markets that have reliable Neilson numbers (28 cities because Toronto and Denver are not included, the latter of which has a coverage/cable dispute that has much of the greater Denver region unable to view games at home).

NBA Commissioner Adam Silver owned the drop during All-Star weekend. He added that while the league could blame injuries to players that would be draws  — Stephen Curry and Klay Thompson with the Warriors, Zion Williamson with the Pelicans, Kevin Durant in Brooklyn, etc. — the bigger issue is connecting those younger viewers to NBA broadcasts.

“It’s well-known that on one hand we’re celebrated by some because we have such a young fan base, but that young fan base is disconnecting from pay television in record numbers, and by disconnecting, not just simply not subscribing to cable or so-called cutting the cord, they’re not watching traditional paid television the way they used to,” Silver said during his All-Star weekend press conference. “They’re watching over-the-top streaming services. They’re watching screens, but it’s not essentially pay TV.

“So the good news for the league is that, when we look at all other data points, particularly what we see in social media, what we see in terms of distribution of highlights and general chatter around our games, we’ve never been more popular. But we haven’t found a way to connect those young fans to our broadcast through whatever platform they’re going to be delivered.

“Again, I think it’s a very solvable problem. Our two primary media partners, Disney and AT&T, are both very engaged in these issues…

“So it’s not an issue unique to the NBA. We may be affected by it a little bit more compared to some properties because we have such a young fan base, but I’m super confident over time we’ll work through it because there remains enormous interest in our players and our game.”

Silver also showed at the NBA’s tech summit where he thinks the broadcast of NBA games is headed, trying to bring the courtside experience into the home (with an assist from Bill Murray).

Silver isn’t alone in thinking this way. Dallas Mavericks owner Mark Cuban, for one, said basically the same thing recently.

A well-respected media consultant recently told Forbes magazine he doesn’t think this ratings downturn is going to hurt the league in 2025 when it’s time to negotiate a new broadcast deal.

“This season’s NBA ratings story is silly. It is a small sample size. This is a year-round league with year-round stories,” says sports media consultant Lee Berke of LHB Sports. “The next NBA media agreements will be a substantially evolved set of deals because of streaming. There will be an increasing range of media companies that want the NBA for the U.S. and worldwide.”

The current $2.7 billion per year NBA deal with ESPN and TNT runs through the 2024-25 season, and Berke expects the next deal to roughly double in value.

That’s the vision Adam Silver sees. It’s just a matter of figuring out how to connect those young viewers to the content. Then to stop measuring viewership the way our grandparents did.

Joakim Noah says focus of Achilles recovery was to make Clippers roster

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Joakim Noahlike Kobe Bryant and so many athletes before them — didn’t want an injury to define how his career would end.

Noah said he injured his Achilles back in September and the focus of his rehab is the chance he has now with the Clippers.

“You know, in September, I had a freak accident and cut my Achilles, and you know, I told myself that that’s just not how I wanted to end my career,” Noah said on a conference call with reporters Saturday.

“So you know, the day after the surgery, I was in the gym working out with the hope of making this team. I knew that if I didn’t keep training and if I got a call from the Clippers and I wasn’t ready, I knew I would have regrets for the rest of my life. So I kept training, and to be in this position right now, I feel very fortunate to be in this position, being with God, great players, being in a position to win a championship, it’s not something that I take for granted.”

Joakim Noah added he was supposed to have a workout with the Clippers before the season, but the injury ended that.

“I was supposed to work out with them in September right before the season started. I was ready. I was really excited for the opportunity, and then, you know, just from up with one minute to the next, I cut my Achilles.

“So to be back in this position and to have the confidence from the organization… It’s just a class organization. I just feel like very, very blessed to be in this position right now.”

Noah provides depth and versatility behind an established Los Angeles frontcourt, something needed with the compacted schedule in the Orlando NBA restart. The Clippers start Ivica Zubac, a more traditional center, then bring potential Sixth Man of the Year Montrezl Harrell off the bench. Harrell brings his energy, 18.7 points and 7.1 rebounds a night, great pick-and-roll chemistry with Lou Williams, plus improved defense to the mix.

The Clippers are counting on the Noah from the second half of last season, where he was solid coming off the bench in Memphis playing quality defense plus scoring 7.1 points per game. Noah could even play himself into a Clipper contract for next season (depending on what happens with Harrell in free agency this offseason).

For now, Noah is just happy to be back on the court.

Philadelphia’s Ryan Broekhoff not in Orlando after wife tests positive

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Ryan Broekhoff, who never quite found a spot in the Dallas rotation, got a real opportunity when Philadelphia signed him as a substitute player for the restart in Orlando.

Except Broekhoff hasn’t gotten a chance to take advantage of the opportunity because there are things more important than basketball.

Broekhoff explained in a Tweet that his wife tested positive for the coronavirus and family has been his priority. As it should be.

Philly signed Broekhoff because the team needs shooting, and what he does is take and make threes — 51 of his 59 shot attempts in Dallas this season were from three (for his career 77.8% of his shot attempts are from deed) and he hit 40.3% of them.

Broekhoff was always going to struggle to find minutes with the Sixers. Philly is expected to start Shake Milton and Josh Richardson on the wing in Orlando, and coming off the bench behind them is Furkan Korkmaz, Matisse Thybulle, Glenn Robinson III, and Alec Burks.

Kawhi Leonard arrives in Orlando, Nikola Jokic expected soon

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The Clippers’ Kawhi Leonard has arrived in the NBA’s restart bubble in Orlando. The Nuggets’ Nikola Jokic is not far behind him.

They are two of the biggest name players who were delayed arriving in Orlando, but for them the delays were short.

“Kawhi, he is here, he is going through the protocol,” Clippers’ coach Doc Rivers said Saturday, adding the two-time Finals MVP arrived Friday night and is in the midst of the two-day/two-test quarantine all players and staff went through. If things go smoothly, he should be practicing with the team by Monday. Leonard’s arrival was delayed for “personal reasons” (and Leonard doesn’t open up much about his personal life).

Jokic tested positive for the coronavirus back in his native Serbia, which delayed his arrival stateside (where there were more tests and quarantine time). Nuggets coach Mike Malone said Jokic should arrive soon.

That leaves the two Houston stars — James Harden and Russell Westbrook — as the biggest names not yet in Orlando. Both are expected to arrive in the coming days. The Rockets have resumed practice without him.

Doc Rivers challenges Sen. Josh Hawley to acknowledge Black Lives Matter

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Missouri U.S. Senator Josh Hawley used the NBA’s list of social-justice messages players could put on their jerseys as an opportunity to grandstand. He wants more politics in the NBA — just his politics. ESPN’s Adrian Wojnarowski got in trouble for his succinct response to Hawley (Woj reportedly has been suspended).

Clippers coach Doc Rivers had a longer response — and a challenge for Hawley.

“I mean, we have a senator that Tweets at Woj yesterday just because he was talking about what we were going to put on the back of our jersey,” Rivers said from the NBA Orlando restart on a conference call with reporters. “And they always try to turn it into the military or the police. There’s no league that does more for the military than the NBA.

“But how that about that Senator? I’ll make a challenge: We will do things for the troops as long as he acknowledges Black Lives Matter. I think that would be really cool for him to do.

“You know, it’s funny, whenever we talk about justice, people try to change the message. Colin Kaepernick kneels, it had nothing to do with the troops. It had to do with social injustice, and everyone tried to change the narrative. How about staying on what we are talking about and dealing with that, instead of trying to trick us or change or trick your constituents? How about being real?

“I guarantee you, we’ve done more for the military than probably that Senator. And I guarantee you this: We also are going to do things for Black Lives Matter. How about him? Maybe he should join into that.”

Well said, Doc. Well said.

NBA players and coaches will continue to speak out throughout the Orlando restart, and there will be steps toward action. In an election year, expect other politicians to try and use that as a cheap opportunity to grandstand.