Do you think July NBA basketball has a negative impact on ratings

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Mid summer is the dead time of television. There is a lot of talk about ratings these Finals, and how they are up from last year, but down overall historically. Many people blame the teams playing, but I think playing in July plays a significant portion. Viewers are creatures of habit. The impact changing the NBA Finals to mid July is hard to quantify, but I have to imagine it causes fewer viewers. There is a reason networks have stayed away from mid summer for their shows. Its a dead time