Movin' On Up: Sports Programming On The Rise Across The Board
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Super Bowl XLII Leading The Way For
Increases In Recent Sports TV Ratings |
Led by Fox' "record-setting broadcast" of Super Bowl XLII, almost every sports league "has seen upticks in [TV] ratings and audiences" since November, according to Chris Pursell of TV WEEK. The NBA and NHL, two sports that "have seen steady declines in recent years," each have "bucked their ratings misfortunes, helping put the leagues, as well as the networks that carry them, back in the black on their broadcast deals." ESPN Senior VP/Research & Sales Development Artie Bulgrin: "The increasing penetration of HD households, as well as reception of HD content for sports is among the biggest drivers that is helping ratings. The early indication is that a sport produced in HD can drive viewing." Network sources said that the financial benefits of the ratings spike "likely will take hold next winter, when ad rates can be adjusted to match the growth."
BY THE NUMBERS: Pursell reported Super Bowl XLII drew the "largest average audience in the game's history" at 97.4 million viewers, and the Pro Bowl saw a 37% jump over last year's audience with a 6.3/12, though it was played on a Sunday this year compared to Saturday night in '07. NBA viewership this season is up 11% to an average of 3.7 million viewers on ABC, up 12% to 1.47 million on ESPN and up 1% to 1.42 million on TNT. College basketball on ESPN is up 7% in HHs and 25% in men 18-49. Bulgrin: "We've gotten a big lift ever since Nielsen decided to finally recognize the college student viewing audience." For the NHL, viewership on NBC this season has increased 26% to 1.8 million, while on Versus audiences grew 30%. Meanwhile, ESPN/ABC's coverage of Winter X Games 12 scored as ESPN's most-watched ever, and the U.S. Figure Skating Championships on NBC was the "most-watched in five years." PGA Tour golf is also up 8% for the networks that carry the sport. ESPN's coverage of the Australian Open was up 24% in household ratings (TVWEEK.com, 3/2).
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