The Emirates NBA Cup, now in its second year, presents a unique opportunity for betting businesses. However, the tournament’s mixed television ratings—marked by a decline in national viewership and a rise in local audience engagement—require careful analysis by bookies and sportsbook owners. Understanding these trends can help fine-tune betting offerings and marketing strategies to maximize profitability during this experimental tournament.
National vs. Local Ratings: What Bookies Need to Know
This year’s NBA Cup has seen a 10% drop in national group-play broadcast ratings on ESPN and TNT compared to last year. The average audience fell from 1.49M to 1.33M viewers, according to Nielsen data. Yet, this decline comes alongside a significant 7% increase in group-play viewership compared to non-group-play games aired on these networks.
The Local Fanbase Effect
While national ratings have dipped, local team broadcasts tell a different story. Ratings for NBA Cup games increased by 6% on regional sports networks, aligning with a broader trend of local fanbases driving higher engagement. As Playfly Sports CEO Craig Sloan pointed out, the format and unique elements of the NBA Cup, such as painted courts and high-stakes matchups, appear to resonate more with regional audiences.
This trend highlights an important insight for bookies: focus on local fan engagement during NBA Cup games, especially in later stages like semifinals and finals. These matches generate higher excitement among fans of participating teams, making them prime opportunities for targeted betting promotions.
Quarterfinal Success Stories
Another bright spot in the NBA Cup’s ratings came during the knockout round quarterfinals. Games like Bucks vs. Magic and Thunder vs. Mavericks saw a 47% jump in viewership on TNT/TRU, averaging 1.32M viewers. This surge trimmed the overall decline in NBA Cup ratings to 6%.
For bookies, this is a clear signal to prepare for increased betting activity during knockout rounds, as these high-stakes games tend to capture broader interest.
External Factors Impacting National Ratings
The national ratings decline may seem concerning at first glance, but it’s essential to consider the external circumstances that likely contributed to this trend.
Competing Events: NLF overlapped with NBA Cup games, drawing attention away from basketball.
Election Coverage: Ongoing presidential election updates further splintered the national sports audience.
Key Player Absences: Injuries to high-profile players early in the season also reduced the appeal of some nationally televised games.
Understanding these variables helps contextualize the ratings dip, showing that it may be more circumstantial than indicative of a failing product.
How Bookies Can Leverage NBA Cup Basketball Betting
Prioritize Local Markets
Given the strong local interest in NBA Cup games, bookies should tailor their offerings to regional audiences. This could include:
Custom Prop Bets: Focus on individual team or player performances that resonate with local fans.
Geo-Targeted Promotions: Use localized campaigns to engage bettors in markets where participating teams are popular.
Capitalize on Knockout Rounds
The spike in quarterfinal viewership highlights the potential for increased betting activity during these games. Bookies should:
Offer enhanced odds for knockout matchups to attract attention.
Create special promotions like free bets or cash-back offers tied to these games.
Adapt to External Competition
To compete with other major events like the World Series or high-profile boxing matches, bookies can:
Promote the unique aspects of the NBA Cup, such as its experimental format and painted courts.
Emphasize the tournament’s fast-paced schedule and high-stakes games, distinguishing it from regular-season basketball.
Educate Bettors About the NBA Cup
Since the tournament is relatively new, many bettors may not fully understand its structure. Providing clear, engaging content about how the NBA Cup works—such as the significance of group play and knockout rounds—can help generate interest and boost participation.
Boost Your Business With Basketball Betting
The NBA Cup’s ratings trends reveal a dual narrative: while national viewership has dipped slightly, local engagement is on the rise, particularly during high-stakes games. For bookies, this represents an opportunity to capitalize on local fan excitement and adapt to the tournament’s evolving dynamics.
By leveraging regional markets, focusing on knockout rounds, and crafting targeted promotions, betting businesses can turn the NBA Cup into a profitable venture. With thoughtful strategies and a keen eye on emerging trends, bookies can position themselves to succeed in this unique basketball betting environment.
