Fox’ Postseason Successful Despite Four-Game World Series

Fox Keeps Ratings From Being Swept Away

The four-game Cardinals-Red Sox World Series, which averaged a 15.8/25 Nielsen rating, averaged 25.4 million viewers per game, up 26% over the six-game Marlins-Yankees World Series last season, making it the most-watched World Series since Braves-Indians in ’95, and the most-viewed ever on Fox. The World Series posted year-to-year increases of 14% in adults 18-34 (6.6 vs. 5.8), 27% in adults 18-49 (8.8 vs. 6.9), 12% in men 18-34 (8.1 vs. 7.2) and 22% in men 18-49 (10.7 vs. 8.8). The Series also saw increases of 16% among women 18-34, 35% among women 18-49 and 34% among women 25-54. Fox earned an average rating of 10.0/18 for its entire 24-game slate of MLB postseason coverage (MLB).

HAPPY AT FOX: Fox Sports President Ed Goren: “A four-game World Series delivered almost an average rating of a 16 household – this is unprecedented. We have dominated primetime over the last three weeks, and we hand the network back to our folks in primetime in great shape for a great November” (HOLLYWOOD REPORTER, 10/29). USA TODAY’s Rudy Martzke notes Fox sold out its ad inventory for the four World Series games “at premium prices, reaching more than $23[M] a game.” Goren: “I’d say this postseason of baseball on Fox has been a success. Of course, when you get four games, there’s no question you’re leaving money on the table. But when you have a World Series that averages over a 15 rating, you’re going to a large number of eyeballs” (USA TODAY, 10/29).

ENHANCEMENTS OR DISTRACTIONS? In Illinois, Ted Cox notes Fox “took a bath early on its baseball contract and now seems intent on squeezing every possible dollar out of advertising.” Cox adds, “For every advance like [Diamond Cam] we get a step back, such as the distracting ... mid-game interviews with the managers” (ILLINOIS DAILY HERALD, 10/29). In Milwaukee, Bob Wolfley: “Fox never grows weary of fiddling with enhancements, changing the look, changing the sound of a telecast. Their aim obviously is to make the baseball telecasts better. But sometimes the enhancements are just distractions.” Wolfley writes the “lowlight of the Series telecasts” was Fox’ Chris Myers interviewing A-B’s “Leon” character, adding, “Myers’ reputation as a credible reporter took a big hit” (MILWAUKEE JOURNAL SENTINEL, 10/29). In Boston, Bill Griffith notes Fox did not want to stop showing fans in bars, “but in deference to Boston crowd-control worries, it switched to Sox and Cardinals fans watching in [N.Y.] and [L.A.] pubs” (BOSTON GLOBE, 10/29).

ROGERS THAT: In Toronto, William Houston reports Rogers Sportsnet drew four of its top five all-time audiences during the MLB playoffs. Red Sox-Yankees ALCS Game Seven ranks first with 1.144 million, while Red Sox-Cardinals Game Four ranks third (912,000), Red Sox-Yankees Game Six fourth (883,000) and Cardinals-Red Sox Game One fifth (777,000). Rogers Sportsnet drew 65% of the total Canadian viewing audience during the World Series, despite airing MLB’s international feed. Fox’ Canadian outlets drew the remaining 35% (Toronto GLOBE & MAIL, 10/29).