TV deal paying off in first season

In the first season of a massive new $24 billion television contract, the NBA saw its combined domestic ratings for all networks stay even when compared to last season.

For Bill Koenig, the league’s president of global media distribution, that qualifies as a big victory.

Long immune to the ratings tumbles that have plagued other television shows in the era of DVRs and cord-cutting, some sports leagues did see their viewership numbers dip in part because of a bombastic presidential election cycle. The NBA also opened its season going head-tohead with a historic World Series matchup between the Cubs and Indians, but has emerged with what Koenig sees as some encouraging signs as the playoffs are set to begin next week.

The combined U.S. ratings held firm at 0.8 for the season while the league has seen a 3 percent rise in unique viewers and a 6 percent increase in the total hours of game action fans have watched in a season in which more games were broadcast nationally than ever before.

“I think our game is very attractive to the younger, more technologically savvy, multicultural fan. Those numbers are growing over time,” Koenig said in a telephone interview. “I also think there is a real emphasis here of promoting our game through traditional means, buying advertising, but also through social media.”

Koenig was at the forefront of negotiations for the record-breaking contract with Turner and ESPN/ABC that flooded the league with revenue this season. If the sheer size of the deal put more pressure on the NBA to deliver big ratings, Koenig isn’t telling.

“We worked with our network partners to drive tune-in, to make a compelling schedule and to use our digital and social media in ways that are an advantage for us,” Koenig said. “I wouldn’t say it’s any more important this year than it was in years past, but as time goes on we have more in our arsenal to help drive viewership.”

The NBA leads all U.S. sports leagues with 1.3 billion combined followers on social media and is feeding the appetite for content.

With 19 additional national television games this season, fans have watched 37 million more hours of game action, the league said. The Christmas Day game between Cleveland and Golden State was the most viewed early game in ABC’s history, opening night on TNT was up 8 percent and the most-viewed curtain-raiser since 2013 and the Warriors-Cavaliers rematch on Martin Luther King Jr. Day was the mostviewed MLK Day game since 2013.

That contrasts with the NFL, which saw its ratings decline by 8 percent last season, while marquee games on Sunday and Monday nights were down 12 percent and 10 percent, respectively.

Compelling story lines including Russell Westbrook’s pursuit of averaging a triple-double through an entire season, LeBron James’ title defense in Cleveland, Kevin Durant’s move to Golden State and James Harden’s renaissance in Houston have helped drive interest.

But Koenig’s job hasn’t been easy. The second half of the season has seen the issue of resting players rise to the forefront, with television partners expressing concern. It will be a hot topic this week when the owners convene in New York for Board of Governors meetings.