Major League Baseball International (MLBI) has entered into new agreements with three additional broadcast partners in China, bringing total regional coverage of the 2009 World Series to five networks reaching more than 250 million potential viewers across Beijing, Guangdong, Jiangsu, Shanghai and Shenzhen. New deals with Shenzhen TV and Jiangsu TV will begin with the 2009 World Series and include the 2010 MLB All-Star Game, 2010 World Series and episodes of “This Week in Baseball” (TWIB); a new agreement with Beijing TV will bring the 2009 Fall Classic to fans in the nation’s capital. MLBI has existing relationships with Shanghai Media Group (SMG) and Guangdong TV. Since 2007, SMG has broadcast the World Series, MLB All-Star Game and a China-specific edition of “This Week in Baseball.” Guangdong TV, one of the largest and most influential sports stations in southern China, broadcasts TWIB, regular season games and the World Series and will be on hand to call the action live for the 2009 Fall Classic.
MLBI also has agreements with 50 television and radio partners to broadcast the American League Championship Series (ALCS) and World Series in 15 languages to 233 countries and territories around the world. MLBI, which will utilize its own production team and facilities for the postseason telecasts, available in both standard and high definition, also will broadcast the games to nearly one million United States Armed Forces personnel stationed around the world and aboard U.S. Naval ships-at-sea via the Armed Forces Network.
“The tremendous passion for baseball all across the globe is demonstrated by the interest in Major League Baseball games, especially the World Series,” said Paul Archey, Senior Vice President, International Business Operations, Major League Baseball. “MLB is committed to baseball’s continued development and exposure, and we are extremely excited about our extended reach in China, as well as our partnerships with broadcasters around the world.”
Along with MLB International’s broadcast of the World Series, there will be six foreign broadcasters on hand for live commentary, including television broadcasters from Canada, China, the Dominican Republic, Japan, Mexico and Panama. FOX Sports en Español and ESPN International will also call the action live from both sites.
Veteran broadcasters Dave O’Brien and Cy Young award winner, three-time All-Star and National League Rookie of the Year Rick Sutcliffe will call the action for this year’s ALCS and World Series for MLB International. Sutcliffe has worked as a broadcaster for MLB International’s postseason telecasts since 2004, and serves as an ESPN Major League Baseball Analyst, appearing on Wednesday night telecasts since 2002 and for ESPN Radio during the Division Series this year. O’Brien, who will broadcast his sixth postseason for MLB International, joined ESPN in 2002 as a play-by-play commentator where he currently works on MLB Wednesday night telecasts. O’Brien is also the radio play-by-play voice for the Boston Red Sox.
In a continuation of their "This is Beyond Baseball" series, MLB will air a new 30 second ad which premiers on TBS with tomorrow's LCS game between the Dodgers and the Phillies (and on Friday with the Yankees/Angels game on FOX).
The ad called "Beyond a Childhood Dream" features childhood images of Derek Jeter, Jered Weaver, James Loney, and Jimmy Rollins along with current footage.
The following is the national broadcast schedule for the National League and the American League Championship Series. TBS will provide national coverage of the National League Championship Series between the Philadelphia Phillies and the Los Angeles Dodgers and FOX Sports will provide national coverage of the American League Championship Series between the Los Angeles Angels of Anaheim and the New York Yankees. ESPN Radio will provide complete coverage of all League Championship Series games, and additional coverage will be provided by XM Radio, MLB International and MLB.com.
First Pitch (ET/Site Time)
Thurs., Oct. 15th
NLCS Game 1, PHI @ LAD
8:07 p.m./5:07 p.m.
Fri., Oct. 16th
NLCS Game 2, PHI @ LAD
4:07 p.m./1:07 p.m.
ALCS Game 1, LAA @ NYY
Sat., Oct. 17th
ALCS Game 2, LAA @ NYY
Sun., Oct. 18th
NLCS Game 3, LAD @ PHI
Mon., Oct. 19th
ALCS Game 3, NYY @ LAA
4:13 p.m./1:13 p.m.
NLCS Game 4, LAD @ PHI
Tues., Oct. 20th
ALCS Game 4, NYY @ LAA
7:57 p.m./4:57 p.m.
Wed., Oct. 21st
NLCS Game 5*, LAD @ PHI
Thurs., Oct. 22nd
ALCS Game 5*, NYY @ LAA
7:57 p.m./4:57 p.m.
Fri., Oct. 23rd
NLCS Game 6*, PHI @ LAD
8:07 p.m./5:07 p.m.
Sat., Oct. 24th
ALCS Game 6*, LAA @ NYY
4:13 p.m. ^
NLCS Game 7*, PHI @ LAD
8:07 p.m./5:07 p.m.
Sun., Oct. 25th
ALCS Game 7*, LAA @ NYY
* indicates if necessary. ^ If NLCS is complete, then ALCS Game 6 will shift to primetime.
Please note that the schedule above is tentative and subject to change based on postponed and/or suspended games.
Even with the fact that 3 of the 4 series were sweeps, and none went the full 5 games, TBS’s exclusive coverage of the MLB League Division Series (LDS) led the network to its most-viewed week in the 33-year history of the network. For the 2009 LDS, TBS garnered double-digit increases in ratings, total viewers and households. Over the course of 13 LDS games, TBS averaged a 3.1 US household rating, up 11%, and an 11% increase in total viewers (4,769,000 vs. 4,282,000) when compared to the 2008 LDS. In addition, the 2009 LDS has averaged 3,575,000 households, an increase of 11%.
Last week, TBS averaged 5.4 million viewers, 4.0 million households, 1.1 million adults 18-34, 2.5 million adults 18-49 and 2.5 million adults 25-54 in primetime. In addition, TBS was ad-supported cable’s #1 network for the week in primetime and on a total day basis among households, viewers and key demographics. For TBS’s six days of MLB Postseason coverage, the network saw strong growth in all key demos when compared to 2008, including: A18-34: +11%; 956,000 this year vs. 859,000 in 2008 A18-49: +7%; 2,057,000 vs. 1,925,000 A25-54: +5%; 2,141,000 vs. 2,030,000 M18-34: +11%; 642,000 vs. 579,000 M18-49: +7%; 1,410,000 vs. 1,321,000 M25-54: +4%; 1,472,000 vs. 1,413,000
In addition, TBS had several other notable deliveries for the week:
Among total viewers, TBS’s average primetime delivery marked an extraordinary 232% improvement over its prior-week average (1.6 million).
In total day, TBS delivered 2.0 million viewers; 1.5 million households; 483,000 adults 18-34; 962,000 adults 18-49; and 944,000 adults 25-54. The network beat its previous best week ever (Oct. 1-7, 2007) in all five total day categories.
Including the MLB Tiebreaker on TBS, the network’s Major League Baseball coverage out-delivered cable primetime and total day on five of the seven days last week.
The American League Division Series Game #3 between the Minnesota Twins and the New York Yankees was TBS’s most-watched program since the 2008 American League Championship Series Game #7 between the Boston Red Sox and the Tampa Bay Rays (Oct. 19, 2008). The Twins/Yankees game was also the most-watched LDS game since Oct. 8, 2007 (Game 4 of the Indians-Yankees LDS series).
Each LDS had strong ratings and household deliveries:
The Minnesota Twins/New York Yankees series earned a 4.2 U.S. household rating and 6,616,000 total viewers.
The Twins/Yankees series averaged a 21.2 rating in the Minneapolis/St. Paul market and a 14.3 rating in the New York market.
The St. Louis Cardinals/Los Angeles Dodgers series delivered a 3.1 U.S. household rating, and 4,721,000 total viewers.
The Cardinals/Dodgers series averaged a 18.1 rating in the St. Louis market and a 8.3 rating in the Los Angeles market.
The Colorado Rockies/Philadelphia Phillies series earned a 2.5 U.S. household rating and 3,816,000 total viewers.
The Rockies/Phillies series averaged a 18.7 rating in the Philadelphia market and a 13.6 rating in the Denver market.
The Boston Red Sox/Los Angeles Angels of Anaheim series earned a 2.6 U.S. household rating and 3,966,000 total viewers.
The Red Sox/Angels series averaged a 13.9 rating in the Boston market and a 7.3 rating in the Los Angeles market.
TBS’s exclusive coverage of the National League Championship Series (NLCS) will begin on Thursday, Oct. 15, with the Los Angeles Dodgers hosting the defending champion Philadelphia Phillies at 8 p.m. (ET), preceded by the MLB On Deck pregame show at 7:30 p.m. (ET). Source: Based on Nielsen Media Research, Live + Same Day data. MLB League Divisional Series FINAL TBS, 10/07/09 - 10/12/09 vs. 10/01/08 - 10/06/08
The 2009 MLB League Division Series (LDS) continues to deliver strong ratings for TBS, averaging a 3.1 U.S. household rating, up 11%, and a 10% increase in total viewers (4,728,000 vs. 4,282,000) when compared to the 2008 LDS. In addition, the 2009 LDS has averaged 3,563,000 households, an increase of 11%.
For TBS’s five days of MLB Postseason coverage, the network has seen strong growth in all key demos when compared to 2008, including:
o A18-34: +11%; 955,000 this year vs. 859,000 in 2008
o A18-49: +7%; 2,053,000 vs. 1,925,000
o A25-54: +5%; 2,136,000 vs. 2,030,000
o M18-34: +11%; 643,000 vs. 579,000
o M18-49: +7%; 1,412,000 vs. 1,321,000
o M25-54: +4%; 1,473,000 vs. 1,413,000
TBS’s exclusive coverage of the LDS on Sunday, Oct. 11, delivered strong local market results, including:
o Angels/Red Sox Game #3 delivered a 14.8 rating in the Boston market and a 5.9 rating in the Los Angeles market.
o Yankees/Twins Game #3 delivered a 16.1 rating in the New York market and a 22.9 rating in the Minneapolis/St. Paul market.
o Phillies/Rockies Game #3 delivered a 16.9 rating in the Philadelphia market and a 19.6 rating in the Denver market.
The following are ratings for Day 5 of the LDS by way of the SportsBusiness Daily. The numbers represent the overnight ratings in metered markets compared to like games played in 2008
OVERNIGHT RATINGS FOR DAY FIVE OF MLB DIVISIONAL SERIES ON TBS
Source: Neilsen Media Research by way of the SportsBusiness Daily
The MLB Postseason on TBS continues today with Game #4 between the Philadelphia Phillies and the Colorado Rockies at 6 p.m. (ET). TBS MLB on Deck will lead off the coverage with a 30-minute pre-game beginning at 5:30 p.m. (ET). Inside MLB presented by Captain Morgan will conclude TBS’s daily coverage, following the completion of the Phillies/Rockies game.
TBS’s exclusive coverage of the National League Championship Series (NLCS) will begin Thursday, Oct. 15, with the Los Angeles Dodgers hosting the winner of the Colorado Rockies/Philadelphia Phillies series.
FOX saw its Saturday afternoon game ratings drop 10 percent to a 1.8 rating/2.74 million viewers. According to the SBJ, “Fox ended its regular season Oct. 2 with a 1.2/1.7 million average for a Saturday afternoon schedule that had just one game with postseason implications. That’s 48 percent off 2008’s numbers, when the last weekend of the regular season featured three games that had playoff implications for Fox, drawing a 2.3 rating.”
ESPN saw its Sunday Night Baseball ratings dip 6 percent, to a 1.6 U.S. household rating, or 2.46 million viewers. When including all of ESPN’s 66 games that aired on Mondays and Weds., as well, ratings dropped 8 percent over 66 games, to a 1.1/1.6 million viewers.
Of the national broadcasters TBS was the one lone bright spot, seeing ratings climb under a percentage point, a “0.6 U.S. household rating from a 0.5. Its viewer numbers jumped 27 percent, from 730,000 to 930,000.”
At the regional level, half the clubs saw ratings increases with biggest gainers being the Nationals (up 67 percent), Rangers (up 58 percent), Giants (up 39 percent), Braves (up 35 percent), and Rockies (up 26 percent).
Decliners were the A’s (down 53 percent, this season on CSN California), Indians (down 27 percent), Reds (down 23 percent), and Brewers (down 17 percent).
Below is a complete breakdown of each of the clubs via their respective regional sports networks:
Local MLB ratings by RSN
2009 rating (change from 2008)
2009 HHs (change from 2008)
FSN Rocky Mountain
CSN Bay Area
FS Kansas City
SportsNet New York
FS Prime Ticket
Note: Comparable data for the Blue Jays was unavailable.
TBS continues to see solid ratings with its exclusive coverage of the 2009 MLB Division Series (LDS), averaging a 3.1 U.S. household rating, up 15%, and a 15% increase in total viewers (4,525,000 vs. 3,929,000) over the first two days of the 2008 LDS. The LDS has averaged 3,526,000 households over the first two days of the 2009 LDS on TBS, marking the best two day average for the start of the Division Series since 2005. Day two of the LDS featured the Colorado Rockies @ Philadelphia Phillies (Game #2), St. Louis Cardinals @ Los Angeles Dodgers (Game #2) and the Boston Red Sox @ Los Angeles Angels of Anaheim (Game #1).
For TBS’ two days of MLB Postseason coverage, the network has seen significant growth in all key demos, including:
A18-34: +17% 963,000 this year vs. 824,000 in 2008
A18-49: +9% 2,003,000 vs. 1,831,000
A25-54: +7% 2,041,000 vs. 1,899,000
M18-34: +19% 690,000 vs. 582,000
M18-49: +10% 1,441,000 vs. 1,315,000
M25-54: +6% 1,473,000 vs. 1,386,000
The past three days have been TBS' most watched of 2009 in primetime, with its exclusive coverage of the MLB tiebreaker game on Oct. 6, followed by the first two days of the LDS on Oct. 7 and Oct. 8.
TBS’s exclusive coverage of the LDS delivered strong local market results, including:
TheRockies/PhilliesGame #2 delivered a 15.2 rating in the Philadelphia market and a 9.2 rating in the Denver market.
TheCardinals/DodgersGame #2 delivered a 18.3 rating in the St. Louis market and a 6.5 rating in the Los Angeles market.
TheRed Sox/Angels Game #1 delivered a 13.2 rating in the Boston market and a 8.0 rating in the Los Angeles market.
The MLB Postseason on TBS continues today with a doubleheader coverage featuring Game #2 between the Minnesota Twins and the New York Yankees at 6 p.m. (ET), followed by Game #2 of the Boston Red Sox @ Los Angeles Angels of Anaheim at 9:30 p.m. (ET). TBS MLB on Deck will lead off the coverage with a 30-minute pre-game beginning at 5:30 p.m. (ET). Inside MLB presented by Captain Morgan will conclude TBS’s daily coverage, following the completion of the Red Sox/Angels game.
Source: Based on Nielsen Media Research, Live + Same Day data. MLB League Divisional Series through Day 2: TBS, 10/07/09 - 10/08/09 vs. 10/01/08 - 10/02/08.
Buoyed by compelling match-ups, competitive games, and large markets being represented, Day Two of the MLB Division Series on TBS saw overnight ratings up 21 percent in metered-markets from last year’s games. Last year’s games were played one week earlier due to the World Baseball Classic being played this year before the regular season was started.
As noted, these are the overnight metered-market ratings. Final ratings will be published shortly on The Biz of Baseball as soon as they are released.
OVERNIGHT RATINGS FOR DAY TWO OF MLB DIVISIONAL SERIES ON TBS
Source: Nielsen Media Research by way of the SportsBusiness Daily