The average share for MLB postgame shows across the league was 9%, meaning 9% of listeners tuned into the postgame show in their local markets during broadcast time, according to Sports Business Journal citing Nielsen Research.
Shares in the double digits are generally seen as strong.
Top Performers:
- Guardians: 23.7 share
- Phillies: 20.1 share
- Brewers: 18.8 share
- Reds: 17.7 share
- Pirates: 17.3 share
- Cardinals: 18.1 share
- Tigers: 13.2 share
- Braves: 13.0 share
- Royals: 12.9 share
- Orioles: 12.6 share
Notably, seven of these top 10 teams made the playoffs, and all are located in the Eastern or Central time zones.
Factors Influencing Shares:
- Early Start Times: Games starting at 6:30 or 6:40 PM see higher listenership as more people are likely to be driving and listening to the radio rather than watching TV at home later in the evening.
- Victory Boost: Postgame shows enjoy a 39% higher share following a win compared to a loss.
- A win in the final at-bat increases shares by 14% over a regular win.
- Walk-off wins boost shares by 26% compared to the season's average.
- Even in defeat, a close game ending in the final at-bat still sees a 6% increase in shares compared to a standard loss.
- Home Game Advantage: Postgame shows have a 23% higher share when the game is played at home.
These insights suggest that while team performance and game outcomes significantly affect listenership, strategic scheduling and the excitement of game endings also play crucial roles in driving radio listenership for MLB postgame shows.
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