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Even with its woes,
baseball's way hot


ESPN games are up 15 percent in total viewers

Jul 10, 2006

There haven’t been a lot of cheery storylines for Major League Baseball heading into tomorrow’s All-Star Game. After a season dominated by the depressing, you might expect MLB viewership to be down.

A suddenly flat Barry Bonds is months away from breaking baseball’s all-time home runs record, and defending National League MVP Albert Pujols has been hurt. Top pitcher Roger Clemens took a three-month holiday, and steroid headlines continue to dominate baseball coverage.

Yet baseball’s biggest national carrier, ESPN, has seen huge viewership increases this year compared with last. ESPN’s 52 games through last month have averaged 1.4 million total viewers, up 15 percent over 1.13 million at this time last year. Eighteen games on ESPN2 have averaged 923,000, up 21 percent over last year’s 764,000, according to figures given by the network to Variety.

Some credit certainly goes to changes in restrictions on which teams ESPN can show. The network is now allowed to show teams four times per year on the weekly “Sunday Night Baseball” instead of three. That means that the Red Sox and Yankees, for example, can be featured once more than last year, thus drawing more viewers.

Also, as part of their most recent deal, MLB and ESPN agreed that in their first two weekday appearances on the network, teams would not be blacked out in local markets in deference to regional carriage deals.

But some of the credit for the surge in ratings also goes to teams that have turned themselves from basement dwellers to contenders, from the New York Mets and Detroit Tigers to the Cincinnati Reds, though they are now fading. And of course there's the dominant Boston Red Sox.

Even those who aren’t fans of those teams tune in to see if their hot streaks will continue.

Detroit leads the AL Central with a record of 58-24 through Saturday night. Last year the Tigers lost 91 games and finished second-to-last in the division. A game with the Astros last month even set a record on FSN for the best-ever Tigers household rating, at over a 10.

Meanwhile, the New York Mets have had such a resurgence that regional coverage of the team outdrew the crosstown Yankees once this season. The Mets finished seven games behind Atlanta last year in the NL East; this year they lead the division by an astounding 12 games. And Cincinnati, which finished 27 games behind the St. Louis Cardinals in the NL Central last year, was behind by just three through Saturday night despite cooling off from a hot early start.

Meanwhile, in other sports ratings for the week ended July 2, Fox’s Pepsi 400 NASCAR race ranked No. 1 with an average 5.1 household rating.

On cable, ESPN’s annual July 4 telecast of the Nathan’s Hot Dog Eating Contest was up 74 percent over last year, from 660,000 households to 1.15 million.

 

NETWORK SPORTS PROGRAMS
Ranked on Households
Week Ending July 2

#

PROGRAMS

Net

Episode

Households

Persons 2+

US Rtg%

Shr

(000)

(000)

1

FOX NASCAR NEXTEL CUP (S)(S)-07/01/2006

FOX

PEPSI 400

5.1

11

5603

8248

2

FIFA WORLD CUP-7/1 10:30A(S)-07/01/2006

ABC

ENGLAND VS PORTUGAL

3.3

10

3661

4902

3

US WOMENS OPEN-SUN(S)-07/02/2006

NBC

3.1

8

3378

4282

4

FOX SATURDAY BASEBALL

FOX

VARIOUS TEAMS AND TIMES

2.6

7

2824

3600

5

WWE SMACKDOWN!

UPN

2.4

5

2592

3756

6

COPA MUNDIAL 2006 60-UNI(S)-07/01/2006

UNI

BRASIL VS FRANCIA

2.3

6

2559

4302

7

US WOMENS OPEN-SAT(S)-07/01/2006

NBC

1.6

4

1739

2103

8

COPA MUNDIAL 2006 57-UNI(S)-06/30/2006

UNI

ALEMANIA VS ARGENTINA

1.6

5

1790

2708

9

COPA MUNDIAL 2006 59-UNI(S)-07/01/2006

UNI

INGLATERRA VS PORTUGAL

1.6

5

1765

2466

10

COPA MUNDIAL 2006 55-UNI(S)-06/27/2006

UNI

BRASIL VS GHANA

1.4

5

1530

2239

11

WIMBLEDON TENNIS-SAT.(S)-07/01/2006

NBC

1.3

4

1484

1814

12

COPA MUNDIAL 2006 56-UNI(S)-06/27/2006

UNI

ESPANA VS FRANCIA

1.3

4

1384

2037

13

KANSAS INDY 300(S)-07/02/2006

ABC

1.2

3

1277

1617

14

COPA MUNDIAL 2006 58-UNI(S)-06/30/2006

UNI

ITALIA VS UCRANIA

1.2

4

1327

1903

15

WIMBLEDON TENNIS-SUN.(S)-07/02/2006

NBC

1.1

3

1160

1368

16

COPA MUNDIAL 2006 54-UNI(S)-06/26/2006

UNI

SUIZA VS UCRANIA

1.1

3

1260

1652

17

BUICK CHAMPIONSHIP-7/2(S)-07/02/2006

ABC

1.0

3

1138

1385

18

COPA MUNDIAL 2006 53-UNI(S)-06/26/2006

UNI

ITALIA VS AUSTRALIA

1.0

3

1108

1422

19

BUICK CHAMPIONSHIP-7/1(S)-07/01/2006

ABC

0.9

2

976

1130

20

CBS AUTO RACING:AMR LEMNS(S)-07/02/2006

CBS

NEW ENGLAND GRAND PRIX

0.8

2

862

1163

21

CBS SPORTS SPECTACULR-SU2

CBS

INTERCONTINENTAL POKER CHAMP-5

0.7

2

762

1032

22

CBS SPORTS SPECTACULAR-SA

CBS

ARETE HONORS - COURAGE

0.6

2

621

810

23

COPA MUNDIAL 2006 19-TF(S)-06/27/2006

TF

BRASIL VS GHANA

0.5

1

512

739

24

CBS SPORTS PRESENTS...(S)-07/01/2006

CBS

CHAMPS NCAA: SPRING HGHLTS

0.4

1

476

619

25

CBS SPORTS SPECTACULAR-SU

CBS

JACK & ARNIE:TALKIN' GOLF-PT2

0.4

1

480

612

26

COPA MUNDIAL 2006 20-TF(S)-06/30/2006

TF

ALEMANIA VS ARGENTINA

0.4

1

442

682

27

WWE - RAW

TEL

0.3

1

328

425

28

COPA MUNDIAL 2006 18-TF(S)-06/26/2006

TF

ITALIA VS AUSTRALIA

0.3

1

346

473

29

COPA MUNDIAL 2006 21-TF(S)-07/01/2006

TF

BRASIL VS FRANCIA

0.3

1

315

427

29

SOLO BOXEO DE MILLER SAT

TF

CZARES V GUILLEN/MRUA V ARROYO

0.2

0

215

278

30

MEJOR DE COPA MNDL 06 TF3(S)-07/02/2006

TF

INGLATERRA VS PORTUGAL

0.2

0

260

386

31

MEJOR DE COPA MNDL 06 TF1(S)-07/02/2006

TF

BRASIL VS GHANA

0.1

0

158

227

32

MEJOR DE COPA MNDL 06 TF2(S)-07/02/2006

TF

ITALIA VS UCRANIA

0.1

0

147

213

Source: Nielsen Media Research



Toni Fitzgerald is a staff writer for Media Life.




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