ESPN boss Jimmy Pitaro talks plans for NBA
On whether Pitaro sees any scenario where ESPN would not have a portion of the NBA’s next media rights contract given ESPN’s long history in the sport
Pitaro: I sure hope not. It’s an incredibly important property for us. We also see that property as ascending — younger demographics. Right now I think they have more parity than we’ve seen in a long time. We see young stars who are starting to catch on in the zeitgeist. We are incredibly excited about the NBA. We also like what we’ve done. We’re very happy with our team both in front of and behind the camera. I’m talking games. I’m talking about our studio programming.
That being said, do we need to continue to innovate? (NBA commissioner) Adam (Silver) and I have talked about this. Yes. Are these alternative broadcasts that we’ve done solid? They absolutely are. Do we need to be doing more of them? Do we need to be thinking about more innovation around the primary broadcasts? We do. We can’t just sit idle here and be complacent.
I know that there’s some discussion around the (ratings) comps to 2019, but we’re very pleased with our numbers for the NBA Finals, especially when you compare them to the past few years. Our sales team has been very happy with our ratings performance. We have a great relationship with the league, and I really want it to continue. Now, we have some time here. We still have three seasons left. So there’s no urgency. But we absolutely would like to extend our partnership with the NBA.
1a. With permission from Sports Business Daily managing editor/digital Austin Karp, the below chart is the NBA Finals viewership trend since 2013. Said Karp: “While Warriors-Celtics was well below the average for many of those matchups before the pandemic, the NBA Finals averaged its highest share of the U.S. TV audience in five years. What does that mean?
The overall TV-watching audience continues to decline — whether its news, sports or entertainment programming. But among the remaining U.S. audience, sports is getting a bigger piece of the pie.”