Fox TV Faces Second Year of Low World Series Ratings (Update1)
By Leon Lazaroff
Oct. 20 (Bloomberg) -- News Corp.'s Fox Television faces a second year of record low ratings for baseball's World Series championship after last night's victory by the St. Louis Cardinals set up a contest with the Detroit Tigers.
The matchup may be a repeat of last year when games between the Chicago White Sox and Houston Astros produced the lowest ratings ever for the World Series, said Brad Adgate, research director at Horizon Media Inc. Neither Detroit nor St. Louis is in the top 10 U.S. markets, and neither is likely to capture national attention, he said.
Fox, in the final year of a six-year $2.5 billion contract to broadcast baseball, may be able to salvage some ratings gains if the best-of-seven series extends beyond five games, Adgate said. Networks prefer a longer series because they can charge more for commercials, especially in the sixth or seventh game when interest is highest. Fox received an average $375,000 for a 30-second commercial last year, 7 percent higher than last year.
``Fox has to hope that this series goes to seven because on the face of it, this match-up doesn't bode well for them, said Adgate. ``The St. Louis fans are great, the problem is they aren't spread around the country.''
St. Louis beat the New York Mets to advance to the World Series against Detroit, which beat the Oakland A's. Detroit is the nation's 11th largest media market and St Louis is No. 21, according to Nielsen Media Research. New York is the largest.
`Number of Games'
Fox Sports President Ed Goren said he's most concerned that Major League Baseball's championship is a long one.
``The dream match up is not about the teams but the number of games,'' Goren said in an interview before St. Louis won. ``The key is a long running competitive series.'' The World Series victor needs four games to win.
``This year, Fox is saddled with two teams without a national or international following,'' Ganis said. ``The Super Bowl is strong regardless of which teams are in it.''
Even with Chicago, the country's third largest market, in last year's World Series, viewers were 30 percent fewer than in 2004 when the Boston Red Sox beat St. Louis, according to Nielsen. This year's contest, Adgate said, lacks a dramatic theme.
Last year's World Series attracted an average 11.1 percent of the 110.2 million U.S. households with televisions, said Nielsen.
Prior to the 2005 championship, the lowest ever ratings for the World Series was an 11.9 Nielsen measurement for the Anaheim Angels victory over the San Francisco Giants in 2002.
In July, Major League Baseball extended the contract through 2013.