This study investigates the effects of consumer-based discrimination on consumption of nationally televised NBA games. Previous research has found that NBA games enjoy increased viewership when there is greater participation by white players. This suggests that consumers of the NBA may discriminate against non-white players which, in the NBA, consist mainly of African-Americans. The present study reexamines the possibility of consumer based discrimination among NBA fans by employing an ordinary least squares (OLS) model to test for the determinants of the Nielsen ratings of nationally televised NBA games. Controlling for a wide variety of other variables that may affect Nielsen ratings. this study finds that fans have no preference against African-American players, but that they may discriminate against African-American head coaches. As the present study employs a more recent data set than those used in previous research, the results suggest that consumer tastes may be changing with respect to African-American players, but there may be some resistance towards the increasing number of African- Americans in the head coaching position.