|
TV's squeeze play
|
 |
October 3, 1996: 8:05 p.m. ET
Networks sacrifice some shows to gain more viewers for baseball playoffs
From Correspondent Sean Callebs
|
NEW YORK (CNNfn) - It's big money time for Major League Baseball---post-season play. The stakes are high and fan interest is at its peak.
Fox, NBC, and ESPN are televising this first round of playoff games, and in a switch from last year, every game is available nationally.
However, these athletes could be called the 90s version of the "not ready for prime time players." Compared to last year, ratings are down significantly. (791K QuickTime movie)
NBC's opening-night ratings were 8.6 this year. Last season, they were 10.1. The good news for baseball and the networks, though, is that the number of viewers is up.
Sound confusing?
Stephen Grubbs, vice president of television buying for BBDO Advertising, explained that "last year the baseball network ran regional feeds, so, in essence, they just televised one game nationally at a time.
"This year you're seeing all the games that are played, and so you're seeing three or four games versus the one you would have seen a year ago."
More games are being televised to a nationwide audience to give more people a chance to watch. Last year, the Baseball Network--a deal between NBC, ABC, and Major League Baseball--limited playoff games to regional coverage.
Dennis McAlpine of Josephthal, Lyon & Ross, said that even though this season's playoff ratings aren't what the networks want, some advertisers should be placated.(160K WAV) or (160K AIF)
ESPN paid about $48 million to show afternoon games, knowing they would draw a smaller audience. They did, drawing about a three rating.
To make room for baseball, Fox pre-empted its popular Wednesday night lineup that includes Party of Five and Beverly Hills 90210.
NBC is taking no chances with its blockbuster "Must See TV" lineup of Friends, Seinfeld, and ER. The top-rated network isn't showing any games on Thursday.
The reason is simple: A 30-second ad on Seinfeld sells for three to four times as much as an ad on playoff baseball.
|
|
|
|
|
 |
|
