MLB last night experimented with a set of shorter commercial breaks for the Rockies-Cardinals game, which was the showcase game on MLB Network. Commercial breaks that typically would be 2 minutes, 25 seconds were reduced by 40 seconds to 1 minute, 45 seconds. MLB also expanded upon its prior tests in virtual advertising, digitally displaying corporate logos in the batter’s eye, in foul territory near first and third base and along the top of Busch Stadium. The game, a 3-2 Cardinals win, still required 3 hours, 11 minutes to complete, six minutes longer than average MLB game times this season that are pacing at record-high levels.
The effort involved widespread coordination among the league, MLB Network, MLBPA, World Umpires Association, the two teams, FS Midwest and AT&T SportsNet Rocky Mountain. MLB has not yet formally committed to another game with the shorter inning breaks. However, as improving pace of play continues to be a key priority for MLB Commissioner Rob Manfred, further experiments with shorter breaks and different ad presentations are likely, particularly on league-owned media outlets before expanding to other rightsholders.
