In a season marred by criticisms of declining ratings, the NBA is finishing strong on the back of the aftermath of the Luka Dončić trade.
Dončić’s first game back in Dallas drew 2.26 million viewers Wednesday at 7:30 p.m. ET, the most-watched non-Christmas Day game of the season on ESPN, the network announced Thursday. While it was one of the most-watched games of the season on cable, it did not rate as high as the Feb. 25 game between the same two teams which drew 2.5 million viewers on TNT. That game was played in Los Angeles just three weeks after the 26-year-old star was traded by the Mavericks to the Lakers
The NBA’s full-season viewership is down 2% compared to last year, a stark improvement from the double-digit declines the league was facing earlier in the year. ESPN platforms were even compared to last year, though driven by ABC viewership. As consumers continue to cut the cord on cable, viewership has dipped on games broadcast on ESPN and TNT.
“I’m happy with where they’re trending now,” NBA commissioner Adam Silver said last month at a press conference. He cited the World Series and U.S. presidential election as reasons for the early-season decline. “In this environment, particularly when you’re largely featured in legacy media and particularly cable—and no question cable subscriptions are going down—that seems like a victory.”
Down in Dallas
While the Dončić trade has certainly created positive business for the NBA, the same can’t be said for the Mavericks. ESPN’s Tim MacMahon reported Wednesday that the team’s decision to trade the Slovenian will cost the franchise “nine figures over the next several years.” The losses will come from declining ticket and merchandise sales, as well as the loss of corporate sponsors.
MacMahon also reported the Mavericks had some sponsorship deals prepared with brands Dončić endorses that did not push through after the star’s camp pointed out he no longer plays for Dallas.
The team also issued refunds to season-ticket holders as many canceled their plans after the trade. Fans at the American Airlines Center expressed their anger toward general manager Nico Harrison on Wednesday by chanting “Fire Nico!” throughout the game.
Despite the backlash, the Mavericks still paid tribute to Dončić by giving each fan a T-shirt that read “Hvala za vse” (“Thanks for everything” in Slovenian). They also played a three-minute tribute video for their former star during starting lineup intros that brought Dončić to tears.
Dončić returned the favor by dropping 45 points, his highest point total since joining the Lakers, in a 112–97 Los Angeles win.
