In the recently-completed 2014 Major League Baseball regular season, St. Louis Cardinals broadcasts on FOX Sports Midwest ranked number one in two different measures and third in another.
In a comparison against all MLB local markets, Cardinals games scored the highest ratings, a 7.9 household average/99,000 households. Next was the 2013 ratings leader, the Detroit Tigers at 7.7, closely followed by the Pittsburgh Pirates, also at 7.7.
It is a success story that parallels that of the team itself. In every year of this millennium, 15 consecutive seasons, the Cardinals have finished in the top three in MLB.
The 2014 picture is less positive across MLB. According to SportsBusiness Journal, only 12 of the 30 clubs showed local ratings increases from last season, while 16 experienced decreases and two were flat. The 16 teams with local ratings drops is the most since 2008, SBJ reports.
Despite having the highest ratings in the game, the Cardinals are among the decliners from 2013, down just over 10 percent year to year. The Cards had an especially strong final month, improving the season’s overall average from 7.76 to 7.9.
Against local programming in prime time only
In the most interesting subset to advertisers, prime time ratings, the Cards are number one locally. From Opening Day through the conclusion of the regular season, Cardinals telecasts were the highest-rated and most viewed programming in St. Louis.
Specifically, Cardinals telecasts averaged an 8.23 household rating/103,000 households in prime time. That was a whopping 60 percent higher than number two-ranked KMOV-CBS (5.2).
Against MLB in prime time only
In national data that focused on prime time only, the Cardinals came in third in MLB this season. The Tigers were on top at 8.58/159,000, followed by the Pirates at 8.49/100,000, as reported by Forbes. Those teams were also first in their local markets.
The Cards’ comparative numbers are the aforementioned 8.23/103,000.
All data sourced from Nielsen, 3/31/14-9/28/14
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