Not necessarily. Like I said, the NCAA staggers games in prime time on low usage channels like TruTV and they still get great ratings. NCAA TV ratings are still on the rise:
http://variety.com/2018/tv/news/tv-ratings-ncaa-1202728915/ NCAA coverage (over 4 channels) averaged 8.6 million viewers.
http://www.sportsmediawatch.com/2018/04/nba-playoff-ratings-2018-tuesday-viewership/ NBA numbers are down in some areas.
My whole point is this - games that start at 10:30 EST seem stupid to me. It's like they don't care at all about so much of the country that watches it's product. And they put the game that late just so you can watch another 1st round playoff game to the very last second? Seems dumb to me....