MLB Network Gets on Base

Washington Nationals phenom Stephen Strasburg and MLB Network are inextricably linked in baseball history, as the rookie flamethrower’s June 8 major league debut was carried by the startup, giving a national TV audience its first look at last year’s No. 1 draft pick. The righthander lived up to the hyperbole––by the seventh inning, announcer Bob Costas had all but carved Strasburg’s Cooperstown bust––whiffing 14 Pirate batters on the way to a 5-2 win, and delivering the MLB Net’s highest ratings to date.Like Strasburg, MLB Net has some filthy stuff in its arsenal, including a lineup of 240 sponsors and the rights to look in live on every prime-time ballgame. Unfortunately, the pitcher and the startup net share a less positive distinction; neither enjoys much in the way of run support.From May 31-June 20, MLB Net has averaged 106,667 total viewers in prime, putting it in ad-supported cable’s bottom quintile. That said, in the same period, the 18-month-old baseball outlet outdrew more established single-sport services NFL Network (out of season) and Fox Soccer Channel, while staying within stalking distance of Golf Channel (134,000). Per Bill Morningstar, evp of advertising sales for MLB Net, the channel never would have agreed to guarantee against Nielsen ratings in only its second season if he hadn’t been so certain about all the upside. “That decision was a very easy one for us to make,” Morningstar said. “We tracked the numbers throughout our first season and that enabled us to not only make the quick jump to become a Nielsen-rated service, but it also allowed us to build out our rate card for this year.”A cable net making guarantees in year two is about as rare as a perfect game, but in keeping its carriage fee down to a manageable 24 cents per sub, the net has secured distribution in 55.4 million homes. All despite coming to the plate in the midst of the worst economic crisis since the last time the Cubs won the NL pennant.As much as deliveries are the coin of the realm, Morningstar is building business on the back of premiums. Among the 40 new sponsors that have suited up for 2010––a roster that includes American Express, Chrysler, Exxon, Home Depot, Verizon and Wheaties––a number have invested in long-term presenting sponsorships and integrations. Beginning June 28, General Mills will sponsor the first hour of MLB Tonight under the banner of its high-energy cereal brand, Wheaties Fuel. The deal extends through the postseason.

Convergent TV

MLB Network Gets on Base

Anthony Crupi

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Anthony Crupi