UPDATE: When selecting "Read More" you will find a complete breakdown of Average Ticket and Premium Ticket Price comparing 2010 to 2009

For the19th year, Team Marketing Report has released their Fan Cost Index report for MLB, which looks to determine what a family of four might spend at the ballpark. Much like the annual Forbes franchise valuations (see Inside the 2010 Forbes MLB Franchise Valuations), the FCI may not be a perfect measure, but given that it places even weight year in and year out, it does a good job of showing ticket cost along with other in-stadium costs that come with going to a game.

Here’s how the FCI works:

It is designed to simulate what a family of four might spend at the ballpark by comprising the prices of two (2) adult average-price tickets, two (2) child average-price tickets, two (2) small draft beers, four (4) small soft drinks, four (4), regular-size hot dogs, parking for one (1) car, two (2) game programs and two (2) least expensive, adult-size adjustable caps. Team Marketing Report determines that costs by telephone calls with representatives of the teams, venues and concessionaires. Identical questions were asked in all interviews.

Added to the FCI is a matrix of average ticket cost and average premium ticket cost. TMR’s methodology is based on average ticket price represented by a weighted average of season ticket prices for general seating categories, determined by factoring the tickets in each price range as a percentage of the total number of seats in each venue. Premium seating (tickets that come with at least one added amenity or is classified by team as premium) are not included in the survey to calculate average ticket price. Luxury suites are also excluded from the survey. Season ticket pricing is used for any team that offers some or all tickets at lower prices for customers who buy season seats. Teams have a say in what seats are considered general or premium.

What does it add up to?

With this year’s Fan Cost Index report, the 2010 season will see an average ticket to a Major League game up just over 1 percent from last year to $26.74. At the same time, the total price to take a family of four to a game, based on TMR’s methodology, dropped by more than a dollar to $194.98, according to Fan Cost Index for 2010.

According to TMR, the 1.5 percent increase in average ticket cost is the smallest since the FCI's inception in 1991. The previous low was 1.6 percent in 1995, the year after labor dispute killed the 1994 season with a work stoppage.

In a sign that the league saw the benefits of not raising prices during a chilly economy (last year, in the down economy, MLB still pulled in a record $6.6 billion in revenues), 8 clubs lowered their average ticket price  led by the Padres (down 15.4 percent from $46.39 in 2009 to $30.56 in 2010). Other clubs that lowered their average ticket price include the Mets, Giants, A’s, Tigers, and Angels. Twelve clubs had a their average ticket price remain the same as last year (Dodgers, Nationals, Mariners, Indians, Orioles, Marlins, Royals, Rockies, Braves, Reds, Pirates, and Diamondbacks. On the “raising average ticket price” side of the ledger, 12 clubs raised the average ticket price cost led by the Twins, who enter their first year in Target Field. The average ticket price goes up 45 percent from $20.68 in their last season in the Metrodome to $31.47 in Target Field. Other clubs seeing average ticket price increases include the Red Sox, Cubs, White Sox, Phillies, Cardinals, Astros, Blue Jays, Rangers, Brewers, and Rays. The Yankees see a slight bump (0.4 percent to $51.83), as well.

The Red Sox, with an average price of $52.32, has been overtaken for the second straight year, if only by a few cents, as the most expensive ticket, by the Cubs at $52.56.

The Cubs, now under new ownership, had the second highest increase at 10.1 percent, with the team putting more games into its highest ticket category.

The Cubs, which put very few tickets into the premium category, divide all tickets, even those in season plans, into four pricing tiers. This year, they have 26 games in the most expensive tier and 30 in the second-most expensive. In 2009, the team had 14 games in its most expensive category and 34 in the second.

Last year was the first since 1996 that the Red Sox didn’t have the most expensive ticket and the first since 2001 they weren’t atop the FCI chart.

SELECT READ MORE TO SEE THE 2010 FAN COST INDEX, AS WELL AS THE DETAILS BEHIND IT, INCLUDING COST BREAKDOWN FOR BEER, HOT DOGS, SOFT DRINKS, AS WELL AS THE MOST AFFORDABLE TEAMS TO SEE IN MLB

While the league average ticket price at $26.74 saw only a slight increase from last year, the cost of a premium ticket in MLB declined to $88.38 from $96.93 in 2009, a drop of 8.8 percent. The decline was driven by deep cuts by the Yankees and Red Sox. After seeing a backlash on some seats costing as much as $2,500 a game in new Yankee Stadium’s inaugural season, the Yankees have dropped the average premium ticket price from $510.08 to $312.11, a decrease of 38.8 percent.

TMR adds that the Yankees topped the survey last year, but a change in the way TMR calculates their seating, along with additional information provided by the team, dropped their average ticket price dramatically. In order to make the comparison more accurate, TMR retroactively adjusted their 2009 ticket information.

According to TMR:

Premium seating figures, located on the chart should be looked at closely. According to data provided by 29 teams (Colorado did not provide seat scaling), premium seating makes up a little more than 12 percent of available seating, on average. Teams have the freedom to classify seats as premium. Premium seating is classified as seats having extra amenities, or the rights to certain exclusivities, like private clubs. Luxury suites are not included in calculations. TMR began separating general and premium seating in 2003. While there is still reason to do so today, despite the rising number of seats considered “premium,” it’s important to note both figures. The New York Mets, which dropped prices on both general and premium tickets in their second year at Citi Field, have the highest percentage of seats considered premium, according to data they provided in 2009, at 37 percent. The Atlanta Braves are next at 23 percent, followed by the Boston Red Sox at 21, San Francisco Giants at 20, Texas Rangers at 19, Los Angeles Angels at 18 and Yankees at 16. All percentages are rounded off. The Cubs have the lowest percentage of seating classified as premium at 1 percent, though this doesn’t include their auction seats, which are sold on a season or game-by-game basis. The team has also added a new premium club, the PNC Club, which is carved out of luxury suites.The Padres only classify 2 percent as premium.

It is interesting that these two teams have such low numbers of premium seating, given that the Cubs have the second-highest average ticket at $52.56 and the Padres have the second-lowest at $15.15.

Eight clubs (Red Sox, Yankees, Mets, Twins, A’s, Padres, Diamondbacks, and Reds) lowered premium ticket prices while 12 clubs kept their average ticket prices flat (Phillies, Dodgers, Nationals, Mariners, Indians, Tigers, Orioles, Marlins, Royals, Rockies, Braves, and Pirates). Ten clubs raised premium ticket prices led by the White Sox (a 45 percent increase from $64.98 in 2009 to $94.24 in 2010). Other gainers include the Cubs, Giants, Cardinals, Astros, Blue Jays, Rangers, Brewers, Rays, and Angels.

The Boston Red Sox regained the top spot in the FCI at $334.78, about $5 more than the Chicago Cubs and $18 more than the New York Yankees.

Overall, the FCI sees the league remain ostensibly flat (a cost drop of 0.06 percent) with the Padres leading the way dropping their FCI cost 29.9 percent from $172.04 in 2009 to $120.60 this year. To add an exclamation point on how fan friendly the Padres have become, the FCI number for the Padres has dropped from $201.72 in 2008, a total cost shift of 40.2 percent to this year’s FCI number for the club.

Showing that the Twins are looking to capitalize on that “new stadium smell” in their first year at Target Field, Minnesota leads the league in FCI increase (21.8 percent) going from $169.81 in the last year at the Metrodome to $206.88 in the first year at Target Field.

Below is a breakdown by the FCI on the number of clubs that have increased or decreased cost, or kept the cost flat. Additionally, the top gainer or decliner in a particular category, plus the highest and lowest cost per category in the league, plus details for all 30 clubs showing 2010, 2009, and the percentage of increase or decrease between the years (NOTE: The tables are all sorted based off the FCI ranking):

AVG. TICKET PRICE

NOTE: Using data from the 2009 FCI report and comparing it to the 2010 FCI sees a discrepancy in what TMR publishes for percent of increase of decrease on Average Ticket Price. The report shows  1.5  percent increase in the average price in MLB, but the $26.74 2010 average price compared to the $26.66 average price would be an increase of 0.1 percent. Also, the report by TMR has a 15.4 percent decline in average ticket price for the Padres, but based upon the $20.01 figure from last year, and the $15.15 figure for 2010, the decrease would be 24.3 percent. We are awaiting word from TMR on the discrepancies

AVG. TICKET PRICE

• League increase/decrease: down 0.1% from 2009 *
• Highest increase: Twins (45% from $21.70 to $31.47)
• Biggest decrease: Padres (down 24.3% from $20.01 to $15.15) *
• Most expensive: Cubs ($52.56)
• Least expensive: Diamondbacks ($14.31)

AVG TICKET COST DETAILS (2010 to 2009)

* See note above

AVG. PREMIUM TICKET PRICE

• League increase/decrease: down 8.8% from 2009
• Highest increase: White Sox (45% from $64.98 to $94.24)
• Biggest decrease: Yankees (down 39.8% from $510.08 to $312.11)
• Most expensive: Yankees ($312.11)
• Least expensive: Padres ($30.56)

AVG PREMIUM TICKET COST DETAILS (2010 to 2009)

BEER

• League increase/decrease: down 2.2% from 2009
• Highest increase: Yankees (100% from $3 to $6)
• Biggest decrease: Giants (34.3% from $8.75 to $5.75)
• Most expensive: Red Sox ($7.25 for a 12 ounce)
• Least expensive: Diamondbacks ($4.00 for a 14 ounce)

BEER COST DETAILS (2010 to 2009)

SOFT DRINKS

• League increase/decrease: up 0.9% from 2009
• Highest increase: Blue Jays (43% from $3 to $4.29)
• Biggest decrease: Reds (76.5% from $4.25 to $1)
• Most expensive: Cardinals, Indians ($5.00 for a 24 ounce)
• Least expensive: Reds ($1.00 for a 12 ounce)

SOFT DRINK COST DETAILS (2010 to 2009)

HOT DOG

• League increase/decrease: up 2.4% from 2009
• Highest increase: Rangers (72.7% from $2.75 to $4.75)
• Biggest decrease: Diamondbacks (21.4% from $3.50 to $2.75)
• Most expensive: Mets, Dodgers, Jays, Marlins, Rays ($5.00)
• Least expensive: Reds ($1.00)

HOT DOG COST DETAILS (2010 to 2009)

PARKING

• League increase/decrease: down 1.3% from 2009
• Highest increase: Blue Jays (19.1% from $12 to $14.29)
• Biggest decrease: Tigers (34.3% from $8.75 to $5.75)
• Most expensive: Red Sox ($27.00)
• Least expensive: Rays (Free)

PARKING COST DETAILS (2010 to 2009)

PROGRAMS

• League increase/decrease: down 6.5% from 2009
• Highest increase: Rangers (25% from $4 to $5)
• Biggest decrease: Pirates, Padres (100% from $5 to free)
• Most expensive: 15 clubs ($5.00)
• Least expensive: 6 clubs (free)

PROGRAM DETAILS (2010 to 2009)

CAP

• League increase/decrease: down 6.2% from 2009
• Highest increase: Reds (20% from $15 to $18)
• Biggest decrease: Padres (56.3% from $16 to $7)
• Most expensive: Yankees ($25)
• Least expensive: Angels ($6.99)

CAP DETAILS (2010 to 2009)

The Fan Cost Index

This is where the rubber meets the road. Who is the most or least expensive to take your family of 4 to. The winner for most affordable option for fans? The Arizona Diamondbacks at $115.24, an increase of less than 1% from last year’s $114.24. They are followed by the San Diego Padres who see their FCI cost drop by nearly 30 percent compared to last year ($120.60 from $172.04 in 2009). Rounding out the best deals are the Angels, Pirates, and Rays.

At the other end of the spectrum, the ballparks that will cost you the most are, once again, the Red Sox, Cubs, Yankees, White Sox, Phillies, and Mets.

NOTE: TMR verifies that due to exchange rate changes from 2009 to 2010, the percentage of increase for the Blue Jays is correct (5.1 percent). Also, the report shows a 0.60 percent increase in the FCI for the Rockies from 2009 to 2010. TMR verifies that this is a typo and that the $161 FCI figure for both 2009 and 2010 are correct. The figures bear out that the Rockies remained flat for 2010. The numbers below reflect the update.

• League increase/decrease: down 0.06 from 2009
• Highest increase: Twins (21.8% from $169.81 to $206.88)
• Biggest decrease: Padres (29.9% from $172.04 to $120.60)
• Most expensive: Red Sox ($334.78)
• Least expensive: Diamondbacks ($115.24)

FAN COST INDEX DETAILS (2010 to 2009)

Source: Team Marketing Report

Click to see the 2010 Fan Cost Index (PDF)

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Comments (6)

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written by FormerDirtDart, April 12, 2010

The Yankees entry on the FAN COST INDEX DETAILS (2010 to 2009) table appears to have an erroneous entry n the 2009 cell. I'm guessing it should read $310.88.

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Yankees number
written by Maury Brown, April 12, 2010

No, the number is correct. See the footnotes in the PDF explaining the adjustments (I also mention this in the article above)

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2009 FCI Report
written by Maury Brown, April 12, 2010

For those that wish to see the 2009 numbers published by TMR, they are here (PDF)

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I question
written by Lose Rem, April 22, 2010

$3 beer at Yankee Stadium last year?
Hot dogs at Fenway are $4.75 or $5 this year, not $4.50
$1 hot dogs at Cincy are limited to two stands that sell "mini-dogs". Normal dogs are $4
Parking in DC is much more than $5.

And do families really buy 2 adult adjustable hats? Really???

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Is this right???
written by A.L., November 04, 2010

These don't seem right: If the price for the average ticket for the New York Yankees went down to $51.83 from $72.97, the difference is definitely not an increase of 0.4%. Similarly, if the White Sox price went up to $38.65 from $32.28, the increase is much greater than 4.3%.... and the $5.51 hike in price for the Giants reports result is a decrease by 1.8%. The Jays seems wrong too.

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Pittsburgh Pirates
written by a guest, March 27, 2012

There is a silver lining to being a Pirates fan after all, lower than average prices.

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