The past several seasons we tried to pretend the NBA Finals were important because it was The Finals. Except it wasn’t the Finals anymore—it was like watching a balloon go flat. Pretending the NBA Finals mattered was just something we became accustomed to; it was like a chore to watch, instead of an event that we had to see.
With the Dallas Mavericks and Miami Heat advancing to the Finals, this is a series that the league and the fans can care about again. Nobody has to pretend anymore. To the league, it’s about ratings. To the fans, it’s about the entertaining ride two compelling teams can take us on. And for both, it’s about Shaq.
For the first time in a long time, the NBA Finals matter again.
If TV ratings are any indication, NBA fandom dreaded another Pistons-Spurs Championship slowdown—er, showdown. The TV ratings tell the story. In 2005, Game 1—which along with Game 7, should be the most watched games of the series-- drew a rating just under 9.
Historically, the Finals have always been a ratings draw for the NBA, roughly averaging somewhere in the neighborhood of 12-14 million viewers per series over the past 25 years. Until 2003, which drew a 6.5 rating for the Spurs and Nets, the last Finals to receive a rating under 10 was 1981—when the series drew a 6.7 rating and were shown on late night tape delay.
What these ratings say is “who cares about Tim Duncan and his fundamentals”? As impressive as he is, as good of a team as the Spurs are, no one wants to watch them isolate Duncan on the low block while the rest of his teammates stand around waiting for him to be double-teamed. And as much as we praise the team chemistry of the Pistons, no one wants to see them play hard-nosed defense and win games 80-75.
If we really wanted to watch these things, we’d check out a high-school game. But this is the NBA. This is the Finals. We want dunks. We want Magic skyhooks in the lane with five seconds left and finding out the Mailman truly doesn’t deliver on Sundays. We want coaches adjusting game plans and playing mind games with one another, working the sidelines with flair.
TV ratings are a reflection of how interested people are in who’s playing, not the NBA. By all indications, fans want to see something entertaining—not just NBA basketball. David Stern has always talked about the NBA as an entertainment product. Well, the product has been as entertaining as watching a Chia pet grow the past few years.
But all that changes on Thursday. The Dallas Mavericks and Miami Heat are anything but boring. Each of these teams is making its first appearance ever in the Finals.
It almost feels like the next week or two won’t be nearly enough time to discuss all the terrific subplots to this series—like Pat Riley’s return to the NBA’s definitive event by taking his third team to the Finals. Somewhere, Stan Van Gundy is on vacation, with his family, silently stewing. How about Mark Cuban taking the Mavericks to the NBA Finals with his new brand of ownership—let’s at least hope the Heat don’t win a Game 7 based on a foul call; Cuban will review the tape for three months before sending in a lengthy review to the league and be fined $75,000 for criticizing the officials.
Furthermore, do we realize that all seven games will be played in an arena named after American Airlines, but in two different cities? Or about the possibility of Dwyane Wade being the first superstar from the 2003 Draft Class to win a title? Or that Dirk Nowitzki had to lose his two best friends, Steve Nash and Michael Finley before going to the Finals? What are the odds Dirk is seen holding the Larry O’Brien trophy with a “We are all Nowitnesses” t-shirt on?
There is an actual possibility that Antoine Walker, Jason Williams, Gary Payton or Jerry Stackhouse and Keith Van Horn could all win an NBA title. Just think about that for a moment.
Above all else the NBA Finals are reborn this year because of Shaquille O’Neal. Consider that Shaq is attempting to cement his status as one of the best centers ever. Or that he’s playing in the NBA Finals for a sixth time with his third team. Or that he’s trying to win his first championship without Phil Jackson and Kobe Bryant.
Plus, Shaq is one of the last connections the NBA has with its most famous players of the past. One day O’Neal will retire to a life of law enforcement and intimidating people pulled over for a speeding ticket. Until then, he’s remains a link between the NBA past of Bird, Jordan, Magic, the Dream Team and the NBA future of Wade, Dirk, LeBron and Kobe.
To bridge the gap between now and when the young stars take over completely, the NBA needs Shaq in the Finals. To help get through the growing pains of the young stars taking over, the fans need Shaq in the Finals. The Finals and the NBA are just better when Shaq is involved.
For the past several seasons, the NBA’s fans have been largely dissatisfied by a series that had lost its character. The indiscernible personality of the Finals hurt the league, its ratings and its fans. Instead of looking forward to the NBA Finals, we’d grown tired of it. The culmination of professional basketball was not only unwatchable—it wasn’t even interesting.
The Basketball Gods have rewarded us with these Playoffs and this Finals match-up as a gift for putting up with so much. New blood, more entertaining teams, more personality and more Shaq.
The NBA Finals have returned. But this year, it’s really back.
