The numbers are in and they do not necessarily add up in my mind. The NBA All-Star festivities were on TV over the same weekend and time period as NASCAR’s Daytona 500. Here are the sizes of the TV audiences for those events from the folks who have managed to come up with a way to make such measurements:
- NBA All-Star Events = 8.0 million
- Daytona 500 = 7.4 million
- Advantage to the NBA by 8.1%
The NBA likes to portray itself as America’s #2 sport bowing to the obvious stature of the NFL while asserting firmly that the NBA has overtaken MLB in the hearts and minds of American sports fans. Let me put aside the question posed there to point out that neither the NBA nor MLB has the same pull as college football or March Madness and so any argumentation about the positioning for the NBA vis a vis MLB is a question of “who’s in fourth place or fifth place”.
Few would try to argue that NASCAR is positioned to stake a claim on such a lofty perch for itself; and yet, when one of NASCAR’s signature events goes up against one of the NBA’s signature events, the audience difference is a mere 8%. Here are the numbers that might convince you that – indeed – the NBA is far more influential as compared to NASCAR:
- Media Rights for NBA = $7.7B annually
- Media Rights for NASCAR = $1.1B annually
- Advantage to the NBA by 600%
Or another way to look at all these numbers in toto might be to say that the networks that bought the NASCAR rights got themselves a stone-cold bargain; they got themselves a comparable audience size for a tiny fraction of the cost. Admittedly, that is far too simplistic a comparison because the value of the NBA rights is not the size of any of its “one-off events”.
The value of the NBA is that it provides inventory to the broadcasters; the NBA regular season consists of 1,230 games each of which will comfortably fill a 3-hour time slot for a network. That is almost 3700 hours of programming and NASCAR cannot come close to that level of programming inventory.
And since I mentioned in passing the NFL above, let me put in perspective the size difference between the audiences under discussion here and the audience size for the Super Bowl this year – – proximal on the calendar to the NBA All-Star events and the Daytona 500:
- Super Bowl Audience = 124.9 million
Moving on … The NBA continues to attract European fans to its product. Like the NFL, it stages regular season games in Europe to “grow the game” and to plant seeds of fandom there. About a month ago, the Magic and the Grizzlies played one game each in London and Berlin and the Managing Director of NBA Europe – yes, there is such an organization – said that the NBA and FIBA continue to explore the possibility of a European Basketball League that would rival the existing EuroLeague. [Aside: FIBA is the international governing body for basketball sort of like FIFA is the international governing body for soccer.]
I cannot pretend to be a follower of the EuroLeague, and I was surprised to read that pro basketball in Europe is not represented in many of the major metropolitan areas of the continent. From what I have read, there are no permanent teams in:
- Berlin
- London
- Paris
- Rome
I have no idea what sort of “European NBA” entity the planners might have in mind, but I am confident that population centers of the size of those cities would be prime locations for new franchises. Moreover, the NBA should find it easier to get a foothold in Europe with a new league than the NFL might. For one thing, it would be a new league with a self-contained schedule and identity. For another, there is some infrastructure in Europe for youth basketball as a talent developmental pathway; there may be a few American football clubs in Europe but not many.
I think the big question is not the viability of a pro basketball league in Europe; one is already there. I think it will be important to see how or if the existing EuroLeague might co-exist with the concept of a “European NBA”. This story has a long way to go …
Finally, I shall close today with this observation from Tiger Woods:
“Hockey is a sport for white men. Basketball is a sport for black men. Golf is a sport for white men dressed like black pimps.”
But don’t get me wrong, I love sports………