The MLB Cardinals "have been talking" with FS Midwest about a new TV contract, and the team now comes out of the All-Star break "with not only the best record in baseball but also a lofty spot in the lucrative chase for TV viewers," according to Dan Caesar of the ST. LOUIS POST-DISPATCH. The Cardinals have averaged a 9.3 local rating in St. Louis this year, up 25% "over the same point last year." The Cardinals also are "dominating St. Louis prime-time television," as FS Midwest is "No. 1 in the market on nights it is showing the Cardinals." Another "significant sign for the team is that in an era when television is having a harder time reaching younger viewers, FSM’s Cardinals ratings are up [in] several key demographics," including a 41% increase in the 18-34 demo. Caesar: "Talk about a negotiating chip." The Cardinals' current contract with FS Midwest expires after the '17 season. Meanwhile, Caesar reports St. Louis averaged a 17.9 local rating for Tuesday's MLB All-Star Game on KTVI-Fox, third-best nationally behind K.C.'s 31.4 and host city Cincinnati's 22.8 (ST. LOUIS POST-DISPATCH, 7/17).
