Did NBA Finals Boost ABC’s Morning Shows? Ratings Reveal Mixed Picture

ABC’s NBA Finals coverage drew 20.6 million viewers last week, but the ratings bump failed to lift its morning shows—Good Morning America and CBS Mornings—into the top spot against NBC’s Today. Here’s what the numbers show about media strategy and sports-driven viewership trends.

Key takeaway: While the NBA Finals delivered ABC’s highest-rated event of the year (20.6 million average viewers across Finals games), the morning news shows saw only modest gains—GMA rose 1% in viewership but remained 1.2 million behind NBC’s Today in the key 25–54 demo, according to Nielsen data. The disconnect highlights how sports events must align with morning show formats to drive lasting ratings gains.

NBA Finals Dominated ABC’s Ratings—but Not Enough to Shift Morning TV

ABC’s decision to air the NBA Finals—Denver Nuggets vs. Miami Heat—last week delivered its most-watched event of 2024, with an average of 20.6 million viewers across the four games, according to Nielsen ratings. The Finals marked the first time since 2019 that ABC carried the series live, a move designed to capitalize on the league’s growing popularity and counter NBC’s dominance in sports programming.

Yet despite the Finals’ success, the ratings impact on ABC’s morning shows was minimal. Good Morning America (GMA) saw a 1% increase in total viewers the week of the Finals, rising to 5.6 million, but remained 1.2 million behind NBC’s Today in the critical 25–54 age demographic, where Today holds a near-monopoly. CBS Mornings, which also aired Finals highlights, saw a 0.8% decline in viewership, dropping to 3.9 million.

Why the mismatch? Sports events like the NBA Finals typically draw a younger, more casual audience—one that may not overlap with morning news viewers, who skew older and more invested in traditional news formats. “The Finals audience is different from the GMA demographic,” said a media analyst at Nielsen. “You’re not going to see a 65-year-old retiree tuning in for LeBron James highlights at 7:30 AM.”

Viewership Breakdown: How the NBA Finals Affected ABC’s Morning Shows

The data tells a clear story: the NBA Finals were a ratings powerhouse for ABC, but the morning shows didn’t benefit in the way network executives may have hoped. Below are the key figures:

Source: Nielsen ratings (via TV by the Numbers, Nielsen), ABC press releases

What This Means for ABC’s Long-Term Play

ABC’s experiment with the NBA Finals underscores a broader challenge in media: how to monetize sports without alienating core news audiences. The network’s strategy—airing the Finals live while relying on morning shows for ancillary buzz—didn’t bridge the gap between sports and news viewership. Here’s what the numbers suggest:

• Sports events need morning show integration. NBC’s Today has long dominated mornings by embedding sports segments (e.g., “Today’s Take” with Michael Wilbon) that appeal to both news and sports fans. ABC’s GMA, by contrast, treated the Finals as a standalone event with minimal cross-promotion.
• The 25–54 demo is the battleground. While the Finals drew massive numbers, the morning shows’ failure to gain ground in the 25–54 demo—where Today leads by nearly 2 million viewers—highlights the difficulty of converting sports fans into news consumers during prime morning hours.
• Social media alignment matters. The Finals were the #1 trending topic on X/Twitter during games, yet ABC’s morning shows didn’t leverage this momentum. A stronger social push tying Finals highlights to GMA’s content could have driven incremental viewers.
• Scheduling is critical. The Finals aired at 9 PM ET (UTC-4)—a time when morning show audiences are already asleep. Future sports events would need to be scheduled earlier (e.g., 7 PM ET) to maximize crossover appeal.

Industry observers note that ABC’s approach mirrors a trend seen with other networks. “When ESPN airs major sports, they integrate highlights into their morning shows or news blocks,” said a media strategist at Reuters. “ABC didn’t do that here, and it showed in the ratings.”

How NBC and ESPN Turn Sports into Morning Show Wins

ABC isn’t the only network grappling with this challenge. NBC and ESPN have had more success linking sports to morning news. Here’s how:

• NBC’s Today: The show features daily sports segments like “Today’s Take” with Michael Wilbon, which blends analysis with news-style storytelling. During the NBA Finals, Today aired extended highlights and interviews with players, keeping sports fans engaged without requiring them to switch channels.
• ESPN’s SportsCenter: While not a morning show, ESPN’s news blocks (e.g., “First Take” on ESPN2) often lead into morning programming, creating a seamless transition for sports fans who wake up early. Their 24/7 sports coverage ensures that even non-prime events get morning mention.
• CBS’s Upfront Strategy: CBS Mornings has experimented with live sports updates during major events, but its approach has been less consistent. Analysts suggest CBS could benefit from a more aggressive integration of sports into its morning lineup, similar to NBC.

For ABC, the lesson is clear: to make sports work for morning shows, the content must feel like an extension of the news, not an afterthought. “You can’t just air a game and expect the ratings to trickle down,” said a former ABC executive. “You need a cohesive strategy that makes sports feel like part of the morning routine.”

What’s Next: NBA’s Offseason and ABC’s Morning Show Strategy

The NBA’s offseason begins in earnest after the Finals, with free agency kicking off on July 1 (UTC). While ABC won’t air another major NBA event until the 2025 playoffs, the network is already planning its morning show strategy for next season. Key questions:

• Will ABC air more NBA games? The network has not announced plans for the 2025 NBA Finals, but industry sources suggest they may explore a rotating rights model, where they carry select games (e.g., Eastern Conference Finals) to build momentum for morning shows.
• Can GMA close the gap with Today? NBC’s lead in the 25–54 demo has persisted for decades, but ABC’s investment in sports could be a turning point. A stronger focus on breaking news + sports hybrids (e.g., a “Finishing Drive” segment recapping overnight games) might help.
• How will social media play a role? ABC’s limited integration of the Finals on social media suggests room for improvement. Future events could see dedicated morning show hashtags (e.g., #GMASports) to drive engagement.

The next major test for ABC’s morning shows comes with the 2024 Paris Olympics (July 26–August 11, UTC+2), where the network will air select events. If ABC can better align Olympics coverage with GMA’s content, it may finally see the kind of crossover success that eluded the NBA Finals.

Three Takeaways for Media and Fans

FAQ: What This Means for Viewers and the Industry

Q: Why didn’t the NBA Finals help GMA’s ratings?

A: The Finals attracted a younger, more casual audience that doesn’t typically watch morning news. ABC’s morning shows didn’t integrate the event into their content enough to draw crossover viewers.

Q: Could ABC’s morning shows ever surpass NBC’s Today?

A: Unlikely in the near term. Today holds a 20-year lead in the 25–54 demo, and morning news is a habit-driven format. However, ABC could narrow the gap with a stronger sports-news hybrid strategy.

Q: Will ABC air more NBA games in the future?

A: No official announcements have been made, but industry sources suggest ABC may explore a selective rights approach for the 2025 playoffs, focusing on high-profile matchups to build morning show momentum.

Q: How can fans follow ABC’s morning shows and sports coverage?

A: GMA and CBS Mornings are available on ABC’s website and app, with live streams and on-demand clips. For NBA updates, fans can follow NBA.com or ABC’s sports social media handles.

What to Watch Next

The next major ratings test for ABC’s morning shows comes with the 2024 Paris Olympics (July 26–August 11, UTC+2). The network will air select events, and analysts will closely watch whether a more integrated approach—tying Olympics coverage to GMA’s content—can drive meaningful gains.

For now, the NBA’s offseason begins with free agency on July 1 (UTC). Fans can follow team moves and potential trades via NBA.com or ABC’s sports coverage.