SBD/October 24, 2012/Research and Ratings

Recent Trend For World Series Audience, Cost Of 30-Second Spot, Median Age

The World Series is coming off a seven-game set for the Cardinals-Rangers series last year, which gave Fox a 10.0 average rating and 16.6 million viewers, up from an 8.4 rating and 14.3 million viewers for the Giants-Rangers five-game set in ’10. That ’10 matchup, along with the rain-affected ’08 Phillies-Rays matchup, has the mark of the lowest-rated World Series to date. The ‘08 World Series was the least-viewed, with an average of 13.6 million viewers. Last year’s seven-game Cardinals-Rangers set was also slightly behind the five-game ’12 Heat-Thunder NBA Finals on ABC (16.8 million viewers). The average cost of a 30-second spot during the World Series has been above the $400,000 mark since ’07. Over the past 20 years the median age of the World Series viewer has been trending upward, with the past two years having a median age above 52 (THE DAILY).

WORLD SERIES AUDIENCE TREND SINCE '94 STRIKE
YR
NET
GMS
RAT.
VIEWERS
(000)
TEAMS
30-SEC
SPOT
MEDIAN
AGE
'11
Fox
7
10.0
16,645
Cardinals-Rangers
$421,400
52.5
'10
Fox
5
8.4
14,268
Giants-Rangers
$447,000
52.6
'09
Fox
6
11.7
19,387
Yankees-Phillies
$456,900
49.9
'08
Fox
5
8.4
13,636
Phillies-Rays
$400,000
50.5
'07
Fox
4
10.6
17,123
Red Sox-Rockies
$425,000
49.7
'06
Fox
5
10.1
15,812
Cardinals-Tigers
$399,025
51.5
'05
Fox
4
11.1
17,162
White Sox-Astros
$395,000
49.8
'04
Fox
4
15.8
25,390
Red Sox-Cardinals
$375,000
48.4
'03
Fox
6
12.8
20,142
Marlins-Yankees
$298,983
48.3
'02
Fox
7
11.9
19,261
Angels-Giants
$278,571
48.0
'01
Fox
7
15.7
24,528
D'Backs-Yankees
$307,143
48.2
'00
Fox
5
12.4
18,081
Yankees-Mets
$350,000
46.1
'99
NBC
4
16.0
23,731
Yankees-Braves
$300,500
48.2
'98
Fox
4
14.1
20,340
Yankees-Padres
$300,000
46.4
'97
NBC
7
16.7
24,790
Marlins-Indians
$257,500
46.0
'96
Fox
6
17.4
25,220
Yankees-Braves
$300,000
45.6
'95
ABC
6
19.5
28,970
Braves-Indians
$248,300
45.9

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