A version of this article originally appeared in the Sports Business Journal. This is just a tiny glimpse of the data available to CivicScience clients. Discover more data.
The Sunday after the Super Bowl brought another marquee sporting event – the NBA All-Star Game. This year’s game featured a new format, but as the league has had its viewership struggles this year, that format wasn’t enough to prevent a double-digit ratings decline YoY. CivicScience data show that more than a quarter of those who follow the NBA at least ‘somewhat’ closely chose to skip it. However, a deeper look at the data reveals a more nuanced reception:
Fans Who Watched Were More Receptive
While a notable portion of NBA fans refrained from watching, those who did tune in were more likely to view the new format positively – 49% said it was ‘better’ than past All-Star Games, while 25% said it was ‘worse’ (26% had no strong opinion). The impact on future viewership tells a similar story: 41% of NBA fans are ‘more’ likely to watch again, compared to 23% who are ‘less’ likely, with 35% reporting no change.
Let us Know: What did you think of the 2025 NBA All-Star Game?
All-Star Game Resonates with Gen Z, Millennials, and Women
Gen Z adults and Millennials responded far more positively to the game than those 45 and older, including 49% of Gen Z (18-24) who watched. They’re also significantly more to say they would likely tune in for future All-Star events.
Even more notable is the game’s lack of reception among men. Only 18% of female viewers said the new format made them less likely to watch again, compared to 32% of men who said the same – a whopping 14-point difference.
Use this Data: The press, brands, and marketers can use this chart to understand how the new NBA All-Star game format impacted male and female viewers and how this might shape their respective viewership for future All-Star events.
Rising Stars Were a Hit, the Amount of Breaks in the Action Was Not
The game itself was structured as a mini-tournament, featuring the addition of a team of “Rising Stars” with a mix of rookies, sophomores, and G League players. CivicScience data shows that most viewers enjoyed the rising stars’ participation, while a slightly smaller majority found the overall event ‘exciting and competitive.’ However, opinions diverged on the game’s pacing, with 57% of viewers agreeing that there were ‘too many breaks in the game.’ Despite the positive reception toward the rising stars’ participation in the tournament, a slim majority of viewers disagreed that they enjoyed the mini-tournament format. This negative sentiment is driven by male viewers with 45% agreeing they enjoyed the mini-tournament, compared to 53% among women.
Join the Conversation: What should the NBA do about the All-Star Game?
While the NBA All-Star Game’s new format garnered mixed reactions and culminated in a ratings decline, it resonated with key demographics like Gen Z, Millennials, and women, offering a potential blueprint for future engagement. While pacing issues are a concern, the strong reception among younger audiences and female fans suggests the league has an opportunity to refine and build upon these changes to drive long-term interest in emerging demographics among sports fans.
