YES will likely promote Cole heavily in an attempt to turn each of his starts into a must-see TV eventGETTY IMAGES
Newly signed Yankees P Gerrit Cole’s nine-year, $324M contract is “as much about bringing eyeballs” to YES Network as it is “about winning World Series titles,” according to Bob Raissman of the N.Y. DAILY NEWS. Last season “provided evidence the Yankees still need mega-stars to move the TV ratings needle,” as they won 103 games, but “their ratings on YES were down 17%” from '18. Two of the Yankees’ “marquee attractions” -- RF Aaron Judge and DH Giancarlo Stanton -- missed significant playing time due to injuries. Adding Cole to the mix, and the “hype surrounding him” going into the '20 season, will “entice more viewers, not just Yankees fans, to tune in when he pitches.” YES, through its promotions, can “beat the drums loudly and turn each of Cole’s starts into an event, must see TV.” Loyal Yankees fans are a “captive audience” and will “tune in with regularity.” But YES also will "attract many added eyeballs: Yankee haters, tuning into the YES telecast to see if he loses." Cole “better turn out to be YES’ ratings elixir” (N.Y. DAILY NEWS, 12/14).
