Neither Phoenix nor Milwaukee has a national following, and Phoenix, unlike the Barkley years, lacks the transcendent star right now. That Phoenix team with Barkley, Majerle, Kevin Johnson, Tom Chambers, and others was exciting to watch. The Phoenix team with Steve Nash and Amar'e Stoudemire was also fun to watch. The markets are small. But there's also the sense that the best teams/best players lost because of injuries, so ratings are low. But ratings were even worse last year with Lebron, the Lakers, and Heat. In 2016, game 7 with Warriors-Cavs hit 31 million viewers.
Next year if it's Brooklyn vs. Golden State or Dallas or even the Lakers, they might hit 20 million again.