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Thursday, July 28, 2022

MLB Rules Prime Time, Even With Regional Sports Network Viewership Flat Year-Over-Year

Baseball continues to be highly sought after by advertisers given its large inventory of games, and near-daily rhythm that allows blanketing of products on commercials.

“Our ad revenue continues to grow for the last five years on double-digit CAGR (compound annual growth rate),” said Craig Sloan, COO of Playfly Sports, the company that sees Home Team Sports, a company that covers a portfolio of advertisers across many of the RSNs, as a subsidiary. “It’s double-digit increases year over year.”

As Sloan notes, baseball sees extremely consistent numbers based on fan loyalty. The household impression numbers bear this out as many seeing gains are lagging in the standings. Leading the way with the largest gain are the Texas Rangers. The Rangers see a +42% increase year-over-year. They are followed by the Los Angeles Angels and Seattle Mariners (+33%), St. Louis Cardinals (+30%), and Philadelphia Phillies (+25%).

Maybe the biggest factor in MLB’s popularity with advertisers is how it dominates primetime against broadcast and cable competition. Eleven of the 29 rank #1 in their designated market area (Yankees, Phillies, Dodgers, Astros, Cardinals, Giants, Mariners, Guardians, Padres, Brewers, Royals), and five rank #2 (Braves, Tigers, Twins, Rays, Reds, and three rank #3 (Mets, Red Sox, Orioles).

RoyalsRetro (AG#1F) Posted: July 28, 2022 at 10:40 AM | 7 comment(s) Login to Bookmark
  Tags: television ratings

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   1. ERROR---Jolly Old St. Nick Posted: July 28, 2022 at 01:33 PM (#6088757)
Baseball continues to be highly sought after by advertisers given its large inventory of games, and near-daily rhythm that allows blanketing of products on commercials.

If you watch a lot of out-of-town games over Extra Innings, it's hard not to notice that there are virtually no commercials during inning breaks. All you usually see is a "We'll Be Back Soon" message with an annoying soundtrack. This was definitely not the case just a few years ago, when commercials filled every moment whenever there was no action on the field.
   2. The Yankee Clapper Posted: July 28, 2022 at 02:08 PM (#6088762)
If you watch a lot of out-of-town games over Extra Innings, it's hard not to notice that there are virtually no commercials during inning breaks.
Commercials run in the local markets for those broadcasts. It’s just that MLB won’t give those advertisers a nationwide audience for the cost of a local ad. There may have been issues in the early days of Extra Innings, depending on how precise the contracts were written, but the current practice seems to have taken hold. In any event, ad revenue is up according to the article, and if MLB can figure out how to sell out-of-market ads via Extra Innings, they’ll make even more.
   3. NaOH Posted: July 28, 2022 at 02:35 PM (#6088766)
...if MLB can figure out how to sell out-of-market ads via Extra Innings, they’ll make even more [revenue].


There aren't many different ads, but they air the handful of sponsors they've found for out-of-market radio.
   4. JJ1986 Posted: July 28, 2022 at 02:52 PM (#6088769)
I think up until last year they used to air the local radio commercials on MLB Audio, but all I get this year are ads for terrible podcasts.
   5. Maury Posted: July 28, 2022 at 02:53 PM (#6088770)
Kill your TV. In other news, baseball isn’t dying and this is my first post on this site in far too long. Finally, the author of this article is an idiot. I should know.
   6. Buck Coats Posted: July 28, 2022 at 03:38 PM (#6088774)
Nice article, Maury. Is all the data available somewhere?
   7. Walt Davis Posted: July 28, 2022 at 04:06 PM (#6088781)
The Rangers see a +42% increase year-over-year.

A number like this makes me think they are comparing total revenue 2021 to 2020. Or they were so desperate/scared in 2021 that they offered huge discounts. Still I can easily believe that baseball is the best single ad outlet during summer, especially for local ads.

I find it interesting they can't sell Extra Innings/MLBtv ads in the US either. We don't get them here other than the occasional public service ad and a big push for this Bullet Train movie. We do at least get a highly, highly, highly repetitive highlights reel. We used to get some MLBtv ads but I haven't noticed them pimping any of their other content. Anyway, in the US, I'd have thought they'd be able to get enough national booze, car, tourist, etc. ads to at least generate enough heavily discounted ad revenue. Makes me wonder if MLBtv/Extra generates as much revenue as they tell us.

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