NBA Finals Ratings Jump 68% in Three Years, Matching 1990s Peak

The 2026 NBA Finals averaged 19.6 million viewers—the highest since the late-1990s Bulls era—up 68% from 11.64 million in 2023. The surge reverses a three-year slide. Streaming via Peacock and Prime Video likely helped, reaching people who ditched cable. Networks will track the final games closely: ad rates hinge on sustained viewership numbers.