As the national broadcaster of the NBA, CBS aired NBA games from the 1973–74 until the 1989–90 season, during which the early 1980s is notoriously known as the tape delay playoff era.
NBC then succeeded the broadcast rights from 1990 to 2002. During NBC's partnership with the NBA in the 1990s, the league rose to unprecedented popularity, with ratings surpassing the days of Magic Johnson and Larry Bird in the mid-1980s. Upon expiration of the contract in 2002, the league signed an agreement with ABC, which began airing games in the 2002–03 season. NBC had made a four-year $1.3 billion ($330 million/year) bid in the spring of 2002 to renew its NBA rights, but the league instead went to ESPN and ABC with a six-year deal worth $2.4 billion ($400 million/year), a total of $4.6 billion ($766 million/year) when adding the cable deal with Turner Sports. Partially due to the retirement of Michael Jordan, the league suffered ratings decline after ESPN and ABC took over the rights. The NBA extended its national TV package on June 27, 2007, worth eight-year $7.4 billion ($930 million/year) through the 2015–16 season, during which the league had its new resurgence led by a renewed Celtics–Lakers rivalry featuring Kobe Bryant and the dominance of LeBron James.
The 2001–02 season would mark the final year of regular NBA coverage on TBS, Turner Sports signed a new NBA television contract in which TNT would assume rights to the company's NBA package while TBS would discontinue game coverage altogether.
Year-by-year summary.
2000.
For the 1999–2000 NBA season, TBS shifted its primetime game telecasts from Wednesdays to Mondays. For the 2000–2001 NBA season, the broadcasts were moved to Tuesdays, while TNT assumed rights to Wednesday and Thursday evening games.
Starting in 2000, the NBA spread out telecasts of games from the Eastern Conference and Western Conference playoff series so that only two series would play on their scheduled game days (so as to avoid scheduling conflicts and ratings competition between TNT and TBS). TNT would air doubleheaders on most weekdays, while TBS would air one doubleheader each week.
2001.
The pre-game show for NBC's NBA telecasts was "NBA Showtime", a title that was used from 1990 until 2000, with the pre-game being unbranded afterward. "Showtime" was originally hosted by Bob Costas from the inaugural season of the 1990 contract to the 1995–96 season; Hannah Storm took over as host beginning with the 1996–97 season, who in turn was replaced by Ahmad Rashad in 2001 when Storm went on maternity leave. The video game "NBA Showtime: NBA on NBC", by Midway Games, was named after the pregame show.
During the NBA Finals, additional coverage would be immediately available on CNBC, in which the panelists provided an additional half-hour of in-depth game discussions, after the NBC broadcast network's coverage concluded.
The 2000–2001 season brought to an end to Bob Costas' direct role with the "NBA on NBC" (although Costas would work playoff games for the next two seasons and would return to host NBC's coverage for the 2002 NBA Finals). Costas deferred to Marv Albert, allowing Albert to again be the lead broadcaster for the NBA, and stayed on only to deliver interviews and special features. On the studio front, Hannah Storm left her position as studio host to go on maternity leave, with Rashad taking over for Storm; Isiah Thomas left NBC to become coach of the Indiana Pacers. Joining Rashad were former Phoenix Suns player Kevin Johnson and former NBA coach P. J. Carlesimo. Marv Albert joined Doug Collins as the primary broadcast team, and the two broadcast the 2001 NBA Finals, which had the highest ratings for a Finals match since 1998. After the season, Collins was hired away from NBC by the Washington Wizards, which forced the network to move the longtime secondary color duo of Steve Jones and Bill Walton to the lead broadcast team with Albert.
During the 2001 NBA Finals between the Los Angeles Lakers and the Philadelphia 76ers, NBC decided to cross-promote its NBA coverage with its then-popular quiz show "The Weakest Link". Two 10-minute editions of "The Weakest Link" aired during halftime of Games 2 and 3, featuring Bob Costas, Bill Walton and Steve Jones as contestants, along with Charlotte Hornets guard Baron Davis and WNBA team Los Angeles Sparks's center, Lisa Leslie.
In late 2001, the NBA was in the midst of putting together a new broadcast and cable television deal. At the time, conventional wisdom was that NBC would renew its existing broadcasting contract with the league. An October 5, 2001, "Sports Business Daily" article cited "The New York Times" sports columnist Richard Sandomir regarding the possibility of ESPN joining with ABC in obtaining a portion of the contract:
The negotiations were closely watched by those in the business world, as it was the first time that a major sports league crafted a television deal in the new economic environment since the September 11 terrorist attacks a few months before. Declining ratings for NBC's NBA game telecasts had already led many to believe that the NBA's next television rights fee would be lower than previous years, and the economic recession made that a likely scenario. As predicted, NBC's offer to the league was lower than the previous agreement's amount. Had the NBA agreed to the network's offer, it would have been the first sports league to experience a decline in rights fees. However, the NBA rejected NBC's offer and after the network's exclusive negotiating period with the league expired, ABC and ESPN stepped in. On January 22, 2002, the NBA signed a six-year deal with The Walt Disney Company and Turner Sports, which renewed an existing deal with TNT and allowed ABC and ESPN to acquire the rights to air the league's games. ABC and ESPN reportedly paid an average of about US$400 million a season. Technically, ESPN pays the NBA for its broadcast rights and "buys" time on ABC to air select games (this is noted in copyright tags during the end credits at the conclusion of the telecasts, saying "The preceding program has been paid for by ESPN, Inc.") In all, the contract allowed the NBA to increase its rights fees by 25%.
2002.
NBC's halftime show was sponsored by Prudential Financial ("Prudential Halftime Report"), and later NetZero ("NetZero at the Half") and Verizon Wireless ("Verizon Wireless at the Half"). The broadcasts also featured a segment during the live games called "Miller Genuine Moments", which provided a brief retrospective on a particular historically significant and/or dramatic moment in NBA history; this segment was discontinued towards the end of NBC's coverage. For a brief period in 2001–02, NBC aired a studio segment called "24", in which each analyst (at that time, Pat Croce, Jayson Williams or Mike Fratello) would have 24 seconds to talk about issues concerning the NBA. NBC (in conjunction with completely revamping the pregame show) discontinued the segment in February 2002, after Williams was arrested on murder charges.
The 2001–2002 season would ultimately mark TBS's final year of NBA coverage. Turner Sports signed a new NBA television contract in which TNT would assume rights to the company's NBA package, while TBS would discontinue game coverage altogether; ESPN assumed TBS's half of the league's cable television rights. During 2002, TBS aired doubleheaders every Tuesday night of the playoffs until the Conference Finals. The final NBA game ever to be regularly televised on TBS aired on May 13, 2002, when the San Antonio Spurs faced the Los Angeles Lakers in Game 5 of the Western Semifinals. In that last game, Robert Horry hit a key three-pointer that won the series four games to one for the Lakers to move on to the Western Conference Finals.
The 2001–2002 season featured several anomalies, as NBC started their coverage on the first Saturday of the season, for the first time since 1991. The reason for this was NBA legend Michael Jordan's return to playing, this time for the Washington Wizards. NBC covered an early December game featuring Jordan's Wizards as well, which marked the first time a broadcast television network aired more than one pre-Christmas NBA game since CBS in the 1980s.
That year also marked the return of Hannah Storm from maternity leave, with her and Ahmad Rashad alternating as studio hosts throughout the 2002 season. That year, NBC's studio team consisted of Rashad and Storm with former Philadelphia 76ers owner Pat Croce, the returning Mike Fratello, and former player Jayson Williams. The tandem stayed together through the 2002 NBA All-Star Game. During the week between the All-Star Game and NBC's next scheduled telecast, Williams was arrested after shooting and killing his limousine driver. He was promptly fired by NBC, which also did not return Croce or Fratello to studio coverage. Instead, the network brought in Tom Tolbert, who had only recently been added to NBC Sports as a third-string analyst paired with Mike Breen. Tolbert stayed on as the lone studio analyst through the end of the season, and won acclaim by several in the media, including "USA Today" sports columnist Rudy Martzke. Hannah Storm was not able to anchor the 2002 NBA All-Star Game as she was on assignment at the 2002 Winter Olympics in Salt Lake City serving as daytime studio host; Rashad solo anchored from the studio.
Two days before NBC was to begin its playoff coverage, both Marv Albert and Mike Fratello, returning from working a Philadelphia 76ers–Indiana Pacers game on TNT, were seriously injured in a limousine accident. That week, NBC juggled its announcing teams, which resulted in Bob Costas and Paul Sunderland working some early-round playoff games. Fratello would return to TNT after several days, and Albert returned to NBC for Game 1 of the Western Conference Semifinals between the Dallas Mavericks and Sacramento Kings.
The season would also turn out to be NBC's last with the NBA. As previously mentioned, in January 2002, the league announced a six-year agreement with The Walt Disney Company and AOL Time Warner, which resulted in the broadcast television rights being acquired by ABC. That year, NBC's playoff ratings were much higher than in previous years, including tallying record-high ratings for the 2002 Western Conference Finals. Those high ratings did not translate to the Finals, which scored their lowest ratings in over two decades.
In 2002, NBC set a record for the highest-rated Western Conference Final, including a 14.2 rating for Game 7 of the series between the Los Angeles Lakers and Sacramento Kings.
The NBA moves from NBC to ABC.
Upon the expiration of NBC Sports' contract with the NBA in 2002, the league signed a broadcast television rights agreement with ABC, which began airing games in the 2002–03 season. NBC had made a four-year, US$1.3 billion bid in the spring of 2002 to renew its NBA rights, but the league instead made six-year deals worth $4 billion with ESPN, ABC and TNT.
Simply put, NBC could not compete with the combined broadcast and cable deal that Disney had with ESPN and ABC. To put things into proper perspective, when NBC's relationship with the NBA ended in 2002, their only cable properties were CNBC and MSNBC. The major leagues receive more money from cable than broadcast, due to the duel revenue stream of subscriptions and ad revenue. It took a decade for NBC to have a strong cable portfolio, which now includes USA, E!, SyFy, and NBC Sports Network, amongst other channels. Another thing to keep in mind is the fact that NBC lost $35 million because of the failure of the XFL. As Charles Barkley summed it up during halftime of Game 1 of the 2002 NBA Finals "If y'all hadn't wasted all that money on the XFL, y'all would still have basketball."
Whereas NBC normally televised 33 regular games per year, ABC would generally air fewer than 20 regular season games annually. According to NBA Commissioner David Stern, the reduced number of network telecasts was at the league's own request since the NBA believed that they would get a higher audience for a single game (in contrast to NBC's tripleheaders). From 2002 to 2006, the NBA's ratings on broadcast television (ABC) dropped almost a full ratings point (from nearly a 3.0 average rating to just above a 2.0 rating). NBC averaged a 5.5 average rating during the 2002 NBA Playoffs. ABC averaged a 3.3 average rating for the 2005 NBA Playoffs.
In response to the impending loss of