MLB Net's Ad Sales Spurred By Yankee Stadium All-Star Game

Through the first week of MLB games on ESPN and ESPN2, the nets are averaging 1.3 million viewers. ESPN's three games are averaging a 1.4 coverage area rating (1.7 million viewers), which includes the opening-night Braves-Nationals game and two mid-afternoon opening-day games. Last year, the net averaged a 1.5 coverage rating for 64 games during the season. On ESPN2, the net is averaging a 0.9 coverage area rating (1.1 million viewers) through five games. Last season, the net averaged the same rating for 24 total games. The following lists ratings and viewers for each MLB game on ESPN and ESPN2 this season (THE DAILY).

RECORD PACE: In this week's SPORTSBUSINESS JOURNAL, John Ourand reports MLB's TV partners are "selling ad inventory at a record pace this season, with both Fox and Turner reporting that they are virtually sold out for the regular season." ESPN said that it is "'very, very well sold,' and is planning to hold back some inventory for the scatter market." Ourand notes FSN's regional nets were 85% sold out ahead of MLB's Opening Day. Ad buyers and ad sale execs "unanimously believe" part of the reason for the strong early ad sales this season is due to the All-Star Game being played at Yankee Stadium this year during its final season. ESPN/ABC Sports Consumer Marketing & Sales President Ed Erhardt: "These are the kinds of things that make this season special. There is an anticipation among New York buyers." The All-Star Game also is "paying dividends" for Fox. The game already is "80[%] sold, with new advertisers paying as much as $550,000 for 30-second spots." The amount of units sold for this year's game is "pacing [20-25%] above last year" (SPORTSBUSINESS JOURNAL, 4/7 issue).

TURNER: MEDIAWEEK's John Consoli reported TBS, in its inaugural national Sunday afternoon MLB broadcast April 6 featuring Red Sox-Blue Jays, "offered assorted new sponsorship opportunities to marketers including Old Mutual, Pepsi and DirecTV." Old Mutual sponsored the on-screen "Hit Predictor" feature, which offered stats on "where a batter is likely to hit the ball on the field." DirecTV is the official HD TV sponsor for the net's Sunday telecasts, as well as its playoff broadcasts. Turner Sports Exec VP/Ad Sales Trish Frohman said that Pepsi will "sponsor the Clutch Performer of the Week award" each game. TBS telecasts also will premiere 30-second vignettes for Applebee's, produced in-house in conjunction with the restaurant chain by Turner Sports Creative Sports Services (MEDIAWEEK, 4/7 issue).

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