MLS’ domestic TV partners all saw double-digit audience gains during the '16 regular season, which MLS Senior VP/Media Seth Bacon said is a reflection of the league’s continued growth. Bacon: "Looking back on the season, both the continued growth and strong growth that we saw really makes it a successful 2016. We’re reaching more fans through our broadcast partners, and more people are consuming the sport, so it’s very positive for us." The league’s gross viewership across all nets this season was 27.5 million, up 8% year-over-year. Much of the gains for ESPN/ESPN2, Univision and Fox/FS1 were a result of the shift towards more games on the bigger nets (Fox, ESPN). Bacon said that the league's commercial partners were key in that push, as inventory was sold out on those nets, and creating new, extended windows helped to service that demand. He also cited the league’s attractive young demo as a driver behind that, as 55% of the league’s viewership is aged 18-49, the highest of any North American league.
WHAT THE FUTURE HOLDS: While MLS has not yet mapped out its TV coverage for '17, Bacon said the league expects to continue to work closely with the broadcast partners on scheduling to create intriguing matchups for TV, especially around special events on the calendar, such as Rivalry Week. The league is also building towards the MLS Cup final, which for the first time in league history will be aired on Saturday in primetime on Fox (Dec. 10). It will also be the first time since ’08 that the game will air live on English-language broadcast TV. Last year’s final aired on a Sunday up against NFL games. Bacon said the league is currently working on a series of promotional and marketing plans to drive viewers to this year's game.
