Tag Archives: Nielsen

If You’re a Baseball TV Ratings Geek, You Will Really Enjoy This Story

I will totally cop to being a ratings geek.  Even when I was a kid and they would publish local TV or radio ratings once a quarter in the entertainment section of the paper, I would immediately glue myself to the story and memorize the numbers and rankings. I love ratings so much, I selected my college major and career path just so they could be a part of my work.  So when I see an article like Maury Brown’s in Forbes from the other day, it’s like handing me a pound of peanut M&Ms and saying, here you go, chow down.

Brown takes a good look at the Nielsen TV ratings for the 29 clubs based in the U.S. (Toronto is in Canada and thus is not measured by Nielsen, so they’re not included here.) I would recommend you go on over and read his story for yourself, but if you can’t make time, here are a few high points from it:

  • Local baseball telecasts continue to dominate their markets during prime time (defined as 8p-11p Eastern and Pacific, and 7p-10p Central and Mountain). Ten teams rank #1 in their markets, led by Kansas City, St. Louis, Detroit and Pittsburgh. Another six come in at #2 or #3. This is amazing because almost all the telecasts run on cable regional sports networks, which do not have penetration into all the TV households in their markets, yet they routinely outpull even broadcast (aka “over-the-air”) stations in total viewers.
  • If you exclude broadcast stations from the analysis, baseball ranks #1 for 24 of the 25 local TV markets (except only Houston, who are handicapped by having to overcome a horrible TV situation with Comcast Sportsnet  from last year).
  • The Royals are riding their surprise World Series appearance and fast start this year to a +114% ratings increase versus last year, which puts them at the top with an astounding 12.7 household (HH) rating.  This means that 12.7% of all TV HH in Kansas City are tuned to the Royals at any given time. The Royals have both the highest rating and the greatest increase over last.  The Cardinals are second with a 10.2 HH rating. The Tigers (7.7), Pirates (7.6) and Mariners (6.3) round out the top five in ratings.
  • After the Royals, the  Cubs are riding a similar surge in win-loss record, plus exciting new young players, to a similar increase in ratings: +112% over last year, up to 3.1 from 1.5.  The Padres (+52%), Cardinals (+35%) and Nationals (+29%) round out this top five.  On the flip side, the White Sox are disappointing on TV as well as on the field, losing viewers at a -42% clip over 2014.  The Indians (-36%), Braves (-32%), Brewers (-27%) and Reds (-25%) have had similarly horrifying ratings losses, and yet, these latter four teams are still the #1 ratings grabbers in their markets.
  • In terms of total average viewers, big markets rule: The Yankees (206,000) and Mets (180,000) are 1-2, with the Red Sox (146,000), Tigers (141,000) and Cardinals (125,000) coming in at #3 through #5.

Here is the table from the Maury Brown story.  You can click through it to go directly to his story over at Forbes.

h/t Forbes.com and Maury Brown.
h/t Forbes.com and Maury Brown.