“This is our month!” That’s what St John’s coach Rick Pitino said as March arrived with its madness. That time of the year when college hoops are at the center, no slip-ups are allowed, and we, the fans, are in for a treat. The players have their eyes locked on a championship while the networks are rubbing their hands together, knowing millions will tune in. And, at this moment, basketball as a whole needs this big time. 

Why? Because, as legendary coach Pitino just put it, this sport isn’t sitting where it once was. “When I started coaching, college basketball and college football were even. The NBA and NFL were even,” Pitino said. “Today, a bad Saturday football game … will outdraw an NBA playoff game.”

And the numbers back him up. The NBA’s ratings are in a bit of a free fall. ESPN’s NBA ratings are down 28%. And that’s after the league locked in an eye-watering $76 billion media deal, with broadcasters fighting tooth and nail for rights.

So, what’s going on? Why does it feel like the NBA’s buzz is fading?

For starters, there’s just too much regular-season action. The games don’t feel special anymore. Add to that the constant team-hopping, uniform switches, and an identity crisis—fans are struggling to keep up. Some say streaming services like League Pass are a factor, pulling viewership away from traditional TV. Others argue it’s the product itself: too many three-pointers, techs for hanging on the rim, and a noticeable drop in physicality.  

Moreover, this isn’t a one-season fluke. While this year’s dip caught some eyes, the NBA’s ratings have actually been sliding for a while now. ESPN’s first-month numbers are down 7% compared to the 1.9 million average they pulled in during the 2016-17 season. Simply put, the ratings are beefed up compared to a decade ago. The league needs to figure it out—and fast.

Meanwhile, over at college, it’s March and Pitino has sent a plea to fans to prove that the basketball fandom is as strong as ever. “But this is our month. This is what college basketball lives for — March,” he asserted. And truly, the March Madness is still the crown jewel of hoops viewership. Last year’s men’s final pulled in 14.82 million viewers, while the tournament as a whole averaged nearly 10 million per game—a 3% jump from the previous year. 

Live sports still rule, and in March, nothing competes with the Madness. So, all in all, this is what it all comes down to—whether it’s for viewership or the teams themselves. And as for how successful this season turns out to be, we’ll see. 

For the time being, St. John’s is on the brink of something historic

Rick Pitino leads St. John’s back to NCAA Tournament after a decade

It’s been a long, long time—ten years, to be exact—since St. John’s heard its name called on Selection Sunday. And if we’re talking about actual tournament success, it’s been 25 years since their last March Madness win. For the players on this roster, this is all new territory.

“Nobody on this team was even born the last time we advanced,” Pitino, fans’ picked best coach, reminded us. That changes Thursday night at Amica Mutual Pavilion when the Red Storm faces No. 15 seed Omaha. For a team that’s been building momentum all season, this is the moment they’ve been working toward.

“As my freshman season went by, I figured out how hard winning actually is and how connected a team has to be,” senior Aaron Scott shared. “I’m here now, I got a lot of experience under my belt, so I’m ready for it.” Sophomore Simeon Wilcher added, “We grew up watching this tournament. We just have to bring it.”

And bring it they have. St. John’s secured its first outright Big East regular-season title since 1985. Then, they went and won the Big East Tournament for the first time in 25 years. Madison Square Garden was rocking like it was the ‘80s again. Now, the Johnnies are on to Phase 3: making noise in the NCAA Tournament.

Pitino, always the strategist, isn’t looking past Omaha. “I just hope they play like they played in Phases 1 and 2,” he said. The odds are in their favor—No. 2 seeds have a dominant 145-11 record against No. 15s historically. 

But, crazier things have happened in March, and Rick Pitino knows better than to take anything for granted. So, the pressure is on. Expectations have skyrocketed. The Red Storm has lost just once since New Year’s Eve, and fans aren’t just hoping for a win—they’re expecting a deep run. Just making the tournament isn’t enough.