Fox Sports Net's (FSN) "strategy to consolidate" local
MLB rights under its RSNs "appears for the first time to be
affecting local TV-station rightsholders, both in ratings
and local revenue," according to Michael Freeman of
MEDIAWEEK, who examines MLB ratings on both a local and
national level. Fox's "strength" and renewed interest in
MLB "is proving to be a boon for NBC," as media buyers say
that NBC, who has sold 90% of its World Series inventory,
was charging $300,000 per 30-second spot, up 20% over Fox's
$250,000 for last year's series, but the demand has become
"so strong" that NBC has "upped its rates" to $320,000 per
30-second spot. However, on a "local broadcast level, the
sales story is nowhere near as positive," as "a majority of
local TV-station rightsholders are finding it tougher going
because of Fox's apparent gains" in ratings and share of the
ad market. Some station execs have "suggested" that Fox's
"ability to offer national-broadcast and cable-network" ad
packages, along with some regional cable packages, has
"raised the amount of inventory and competition to force
down pricing for some local-baseball stations -- especially
those with teams holding losing records." One West Coast
station owner: "The bottom line is that there are the same
number of advertisers but a lot more inventory chasing the
same dollars" (MEDIAWEEK, 7/12 issue).
THE BOX SCORE: Of the 27 FSN-owned or -affiliated RSNs,
14 have seen MLB-ratings increases "of an average of" 42%
over last season, while 13 are "down" 8%, "on average."
Nationally, Fox has posted a 17% year-to-year gain in
households, and Fox Sports Exec Producer Ed Goren says that
Saturday afternoon's "MLB on Fox" is up 15% among men 18-49,
7% among men 18-34 and 40% among male teens. Overall, of
the 27 MLB U.S. clubs on TV (excluding the cable-only
carriage of the Reds and the two Canadian teams), 14 team
ratings "are down this season, while 13 are up or are
holding even." Freeman lists each MLB franchises and their
current local ratings average (MEDIAWEEK, 7/12 issue).
