The Oklahoma City Thunder’s historic NBA championship win not only delivered a fairy-tale ending to a thrilling season—it also sent a shockwave through television screens across America.
Game 7 of the 2025 NBA Finals, in which the Thunder outplayed the Indiana Pacers 103-91, became the most-watched NBA Finals game since 2019, averaging a massive 16.4 million viewers on ABC. At its peak (between 9:45-10:00 PM ET), the combined audience across ABC and ESPN+ surged to 19.3 million, underscoring just how powerful a Game 7 can be—especially when stakes, emotions, and legacies collide.
But behind the big finale lies a deeper story of shifting fan behaviors, declining engagement on traditional platforms, and the NBA’s broader commercial crossroads.
A Tale of Two Finals: From Historic High to Record Low
Despite the dramatic conclusion, the 2025 Finals series faced an uphill ratings battle.
With two small-market teams—Oklahoma City Thunder and Indiana Pacers—squaring off, early games struggled to draw national attention.
- Game 1 averaged just 8.91 million viewers, the lowest for a Finals opener outside of the pandemic-disrupted seasons.
- The highest viewership before Game 7 came in Game 5, peaking at 9.54 million.
- Across all seven games, the average viewership was 10.3 million, a 9% decline compared to the previous year’s Celtics-Mavericks matchup (11.31 million).
In fact, aside from the COVID-disrupted 2020 and 2021 seasons, this was the least-watched Finals since 2007.
Yet, all was not bleak. The 2025 NBA Playoffs as a whole, across ABC and ESPN, saw a 10% increase in viewership from 2024, averaging 6.1 million per game over 34 broadcasts. The appetite is clearly there—but it’s fragmenting, evolving, and demanding a different kind of engagement.
Analysis: A Broadcasting Wake-Up Call
Conrad Wiacek, Head of Analysis at GlobalData Sport, offered a sharp critique of how the Finals were packaged and perceived:
“By not making the finals broadcast a special event, ESPN is devaluing the product and therefore making it less commercially appealing. Sponsors will not want to associate with the NBA, driving down values and impacting long-term commercial health.”
Wiacek’s point signals a strategic misstep: in an era where entertainment and sport are fused, presentation and narrative framing are everything. For brands and broadcasters alike, “big game energy” must be manufactured—not assumed.
Thunder’s Glory: A Story Worth Telling
This Finals was historic on several fronts:
- Oklahoma City Thunder clinched their first NBA title since relocating from Seattle.
- The team’s 68-14 regular season record was the best in the league.
- The rise of their young core, fueled by smart draft strategy and culture-first leadership, was a reminder that dynasties aren’t born in big cities alone.
In a media landscape that rewards storytelling and brand authenticity, the Thunder’s rise is pure gold.
What This Means for Rights Holders, Sponsors & Media Partners
At 365247 Consultancy, we’re helping sports organizations, federations, and commercial partners unlock value in changing environments. Here are three strategic implications:
Narrative Architecture Matters: It’s not enough to air the games. Finals content must be elevated to the level of cinematic experience. Think docuseries integrations, influencer crossovers, and cultural moments—not just stats.
Small Markets, Big Potential: Oklahoma City and Indiana may not be NYC or LA, but their stories resonated deeply. With the right brand collaborations and localized activation, they can drive powerful emotional ROI.
Platform Diversification is Urgent: Viewership trends show the NBA needs to evolve its delivery. Exclusive social-first broadcasts, TikTok recaps, immersive second-screen experiences—these are the battlegrounds of fan acquisition.
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IMAGE: Getty Images
