Tince
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LOL how do you measure popularity?
Shoes sales?
Jersey sales?
Basketball cards?
Or are you just going off feel?
I haven't given it much thought. Probably to no surprise to you, I don't spend much time trying to break down things that are vague and up to a lot of interpretation. I think all the things you listed are reasonable. Social media engagement, viewership variables, q-score, and many other factors would probably need to be added. How do you weight those, especially when comparing different decades? No clue! Does a rookies populartiy matter to the popularity at their peak? No clue!
I think it's safe to say MJ's popularity grew exponentially from 1984 to 1999 (the peak of NBA ratings). It's also safe to say the access, competition, etc for eyeballs is very different between the 2020's and the 1990's. Some to the advantage of the NBA, some to the disadvantage. Attempting to confirm the leagues popularity is most strongly associated to one or two variables would seem overly simplistic to me.
To get this back on topic. I don't think scoring being up (or down) is the main variable to league "popularity". If I had to use data over the last decade or two, I would guess there is a weak positive correlation between scoring increasing and NBA viewership. I would not be comfortable concluding that more scoring would mean increased ratings or games in the low 90s would increase ratings. Seems like the pluses/minuses are much bigger than scoring.