According to A.C. Nielsen:
Network Year Finals Rating
NBC 2001 Los Angeles Lakers 4, Philadelphia 76ers 1- 12.1
NBC 2002 Los Angeles Lakers 4, New Jersey Nets 0 - 10.2
ABC 2003 San Antonio Spurs 4, New Jersey Nets 2 - 6.5
ABC 2004 Detroit Pistons 4, Los Angeles Lakers 1 - 11.5
ABC 2005 San Antonio Spurs 4, Detroit Pistons 3 - 8.2
ABC 2006 Miami Heat 4, Dallas Mavericks 2 - 8.5
ABC 2007 San Antonio Spurs 4, Cleveland Cavaliers 0 - 6.2
Gee, y'think America wants to see another Spurs final?
It's ABC, not Stern, that wants to see a Lakers-Celtics final. ABC paid the dough, even if no one watches. But they promise their advertisers numbers, based on history.