If you're already worn out from the never-ending NBA ratings chatter, then you might want to sit this one out—because the 2025 NBA Finals are officially set, and it's the Oklahoma City Thunder taking on the Indiana Pacers. The Pacers punched their ticket by knocking off the New York Knicks, 125-108, in Game 6 of the Eastern Conference Finals on Saturday.
Or, maybe this matchup will fire you up even more, especially if you're curious about the whole "small-market teams don’t draw" debate. Just how much star power do guys like Shai Gilgeous-Alexander and Tyrese Haliburton really have when it comes to pulling in viewers?
We’re about to find out—because for the first time in NBA history, the Finals will feature two teams from markets outside the top 20 in Nielsen rankings, which track TV audience sizes. According to the latest data, Indianapolis ranks No. 25, and Oklahoma City sits at No. 47. The last time we saw something this "small-market" was back in 1971, when the Milwaukee Bucks swept the Baltimore Bullets.
That, of course, was a different era. Just 17 NBA teams existed back then, and TV coverage was nowhere near today’s level. Even if you only look at this century, the closest we’ve come to this was Denver vs. Miami in 2023, San Antonio vs. Miami in 2013 and 2014, and San Antonio vs. Detroit in 2004.
Of that group, only San Antonio falls into the bottom 10 markets based on TV audience and metro size. Meanwhile, Detroit, Denver, and Miami sit at 14th, 15th, and 17th, respectively.
But Indiana and Oklahoma City? These are true small-market squads, and if the NBA is banking on its new era of parity—designed to give more teams a shot at the title—then this series becomes a crucial test. Will fans rally around two wildly entertaining, yet not widely familiar, teams?
Especially the Pacers, who many argue don’t even have a true superstar, though Haliburton often plays like one. On the other hand, the Thunder boast the league MVP in Gilgeous-Alexander, although he’s picked up some criticism for drawing fouls a little too easily. Let’s be honest—the NBA's marketing department was likely rooting for the Knicks over the Pacers.
But does that old way of thinking still apply? The answer is still yes—but maybe less so than it did just five years ago. With League Pass, social media, and more fan access than ever, talent can shine from any city. And the league is betting that fans care more about great basketball and great stories than just big markets and big names.
And make no mistake, the Thunder might be on the verge of becoming one of the best teams ever. Add in the emotional layers from their move from Seattle and a historic rebuild by Sam Presti, and you’ve got some serious narrative juice. On the flip side, the Pacers are returning to the Finals for the first time in 25 years, after reigniting their legendary rivalry with the Knicks.
Their style is electric—run-and-gun basketball that’s all about movement, not one guy dribbling the life out of the clock. They pass the ball around like a hot potato, relying on unselfishness and flow rather than isolation plays. If you’re betting on pure hoops, not star appeal, to drive viewership, then the Pacers are your team.
And the underdog storylines? They’re everywhere. Of all the starters in this series, just one was drafted in the top five—Chet Holmgren, who went No. 2 in 2022. Gilgeous-Alexander was picked 11th in 2018, and Haliburton went 12th in 2020. Neither came into the league with the weight of superstar expectations—both were acquired via trade and evolved into the faces of their franchises.
Let’s talk second options. Jalen Williams from OKC was practically invisible outside of hardcore draft nerd circles before emerging from Santa Clara. And Pascal Siakam? For years, critics questioned if he could truly lead a contender. Since joining Indiana, he’s been lights out and proving those doubts dead wrong—especially this postseason.
Then there’s Aaron Nesmith, tossed aside by the Celtics and now a defensive anchor and sharpshooter in Indiana. Andrew Nembhard and T.J. McConnell are scrappy, relentless and pure heart. If McConnell played football, his movie would be called Rudy 2.
This series is packed with storylines, and the basketball quality is high. That said, OKC’s defense could be so tight that new Pacers fans might wonder what all the hype was about their offense. Easy looks will be rare for Indiana, which adds another layer of intrigue for hardcore basketball junkies.
But here’s the kicker—TV ratings don’t live or die by the diehards. It’s the casual fans, the ones chasing spectacle, that move the needle. The big question: Will the Pacers and Thunder capture their attention?
This Finals showdown might just be a watershed moment for the NBA, a litmus test for whether the league’s shift toward parity can truly thrive. If it works, expect more small-market clashes like this to become the new norm, not just a rare twist in the basketball script.