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"PBC" Gets Boxing's Best Viewership In Years, But Still Needs Ad Support, Production Work

NBC drew a 2.1 fast-national rating and 3.4 million viewers for the debut of “Premier Boxing Champions” on Saturday night, marking the most-viewed pro boxing broadcast since ’98. That telecast 17 years ago was “Oscar De La Hoya’s Fight Night” on Fox, which drew a 4.3 rating and 5.9 million viewers for a Monday telecast in late March. “PBC” on Saturday peaked at 4.2 million viewers from 10:30-11:00pm ET during Rounds 7-12 of Keith Thurman’s win over Robert Guerrero (NBC). ESPN.com’s Dan Rafael wrote while the “PBC” viewership “isn’t considered a home run, one significant positive for boxing is that it led NBC to a Saturday prime-time victory among adults 18-49.” Boxing “typically skews to an older audience,” so the win “has to be seen as good news” for all involved parties. However, “there was little national advertising in the telecast,” and most ads “were promos for NBC shows and some local ad spots.” In order for “PBC” -- or “any boxing on network television -- to succeed long-term there is going to have to be national ad support.” The debut numbers are “solid enough to build on and hopefully will attract some national sponsors” (ESPN.com, 3/9).

WORK TO BE DONE: YAHOO SPORTS’ Kevin Iole wrote, "The quality of the NBC broadcast failed to live up to the quality of the action in the ring.” There were “far, far, far too many voices, and it never allowed veteran play-by-play man Marv Albert to get into a groove.” Albert was “solid and with a little more room could have been outstanding.” The “much bally-hooed 360-degree camera, which was supposed to be able to show the action from all sides, wasn't used too often and was a dud when it was.” It “didn't add much to the broadcast.” However, it is “not wise to write off the PBC just yet after one show.” Iole: “This was supposed to be boxing's coming out party, a reinvention, if you will, of how it is broadcast. Unfortunately, it seems like the PBC and NBC still have a lot to learn” (SPORTS.YAHOO.com, 3/9).

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