The New York Knicks are one of the big stories out of the NBA playoffs so far, as breakout superstar Jalen Brunson leads the team to an advantage in the Eastern Conference semifinals. But as TV viewership numbers role in, the Big Apple’s beloved basketball squad may not be as big a draw as fans might think.
Though 4.7 million and 4.2 million people watched the Knicks’ past two playoff games against the Pacers and 76ers respectively, Sports Media Watch ratings founder and analyst Jon Lewis highlighted recently that the Knicks don’t always give the NBA an upsurge in viewership.
“I do wonder about the Knicks,” Lewis said on the Sports Media with Richard Deitsch podcast on Wednesday. “Every Knicks game you see all the big celebrities … but the numbers have always kind of been a little bit lower than you would expect, given how big the Knicks are in New York.”
Lewis pointed out that last year’s second round series between the Knicks and the Miami Heat was “not a great draw.” The longtime TV ratings tracker also noted New York’s two NBA Finals appearances in the 1990s had fairly meager ratings relative to other championship series.
“The numbers were pretty subpar for ’94 and ’99,” Lewis said.
At the same time, a rival executive recently commented to Sports Business Journal that the NHL’s Rangers out-rated the Knicks on MSG Networks during the regular season in an article talking up NHL regular season ratings.
Still, this doesn’t tell the full story.
As Lewis notes, the Knicks’ past two games signal a potential uptick. Total local viewership is always going to be higher in the New York area given its population. And as NBA fans always hear from national analysts, the Knicks being involved in the postseason can be a rising tide that lifts the whole bracket’s viewership.
More people in New York interested in the NBA playoffs is a net positive. Knicks fans may tune in to watch their potential matchup next round in Boston compete against Cleveland, or watch the early game on MSG Networks and then jump to TNT or ESPN for the late game.
That’s not to mention social media or other content that New York basketball fans absorb.
Like all teams, this Knicks team probably needs to build name recognition and national buzz before they rise to the level of a LeBron James team or the Golden State Warriors dynasty. They have not vaulted instantly to must-see TV for the average sports fan.
But the Knicks have wind in their sails on the court, and the NBA could soon really benefit.
[Sports Media with Richard Deitsch]
About Brendon Kleen
Brendon is a Media Commentary staff writer at Awful Announcing. He has also covered basketball and sports business at Front Office Sports, SB Nation, Uproxx and more.