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Post by Clark Street on Aug 10, 2020 13:23:30 GMT -5
The beer makers along with legacy automakers (not Tesla) and their dealerships have always been heavily involved in TV advertising, especially during sporting events due to the prevalence of male viewers who otherwise don't watch much TV.
Below is an excerpt from the weekly newsletter published today by ARK Invest regarding the decrease in TV viewership, particularly during sports programming. Although not specifically mentioned, this could greatly affect the advertising revenues channeled to sports organizations. In turn that might have a significant impact on player salaries.
Cord Cutting Seems Disastrous for TV Advertising By Nick Grous | @grousark
Typically, the disruption of entrenched technologies follows a pattern: slowly, then all at once. In our view, linear TV has hit the ‘all at once’ tipping point. Since peaking in 2011 at 103 million, the number of linear TV households in the US has slipped by 2.1% on average per year, a decline that probably accelerated this year in the absence of live sports. Recently, television advertisers have been disappointed by the dearth of viewers as Major League Baseball (MLB) and the National Basketball Association (NBA) returned to the airwaves. According to Roku’s annual cord-cutting survey, only 17% of recent cord cutters plan to re-subscribe to linear TV when live sports resume in force. Indeed, according to our research, during the next five years the number of US linear TV households will drop approximately 48%, from 86 million today to roughly 44 million in 2025.
If users cut the cord at the rate we anticipate, the $70 billion-dollar US TV ad market could collapse, shifting dollars to more efficient digital platforms. This week, Roku and The Trade Desk reported strong growth in their connected TV ad businesses, while most linear TV players like ViacomCBS posted double-digit declines. In other words, linear TV advertising seems to have hit the tipping point, with no return.
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Post by idontcare on Aug 10, 2020 13:35:23 GMT -5
The beer makers along with legacy automakers (not Tesla) and their dealerships have always been heavily involved in TV advertising, especially during sporting events due to the prevalence of male viewers who otherwise don't watch much TV. Below is an excerpt from the weekly newsletter published today by ARK Invest regarding the decrease in TV viewership and advertising, particularly during sports programming. Although not specifically mentioned, this could greatly affect the revenues channeled to sports organizations. In turn that might have a significant impact on player salaries. Cord Cutting Seems Disastrous for TV Advertising By Nick Grous | @grousark Typically, the disruption of entrenched technologies follows a pattern: slowly, then all at once. In our view, linear TV has hit the ‘all at once’ tipping point. Since peaking in 2011 at 103 million, the number of linear TV households in the US has slipped by 2.1% on average per year, a decline that probably accelerated this year in the absence of live sports. Recently, television advertisers have been disappointed by the dearth of viewers as Major League Baseball (MLB) and the National Basketball Association (NBA) returned to the airwaves. According to Roku’s annual cord-cutting survey, only 17% of recent cord cutters plan to re-subscribe to linear TV when live sports resume in force. Indeed, according to our research, during the next five years the number of US linear TV households will drop approximately 48%, from 86 million today to roughly 44 million in 2025. If users cut the cord at the rate we anticipate, the $70 billion-dollar US TV ad market could collapse, shifting dollars to more efficient digital platforms. This week, Roku and The Trade Desk reported strong growth in their connected TV ad businesses, while most linear TV players like ViacomCBS posted double-digit declines. In other words, linear TV advertising seems to have hit the tipping point, with no return. I've actually watched almost every game the Cubs have played so far thanks to going out less so it's kind of surprising that viewership hasn't increased. I do think however a lot of people got annoyed with the players and owners during the shut down and in basketballs case, it's absolutely awful to watch without fans in the arenas they are playing in. As a baseball fan, I haven't noticed much difference in the game without fans, the audio has gotten better... I got to hear the Yankees third base coach cuss out Angel Hernandez which was awesome... I do think baseball missed a chance to be more entertaining/creative with the absence of fans in the stadium though. Just kind of shows their lack of creativity which has hampered the league (IMO) for ages. For me, and this is just me, I would have done something to make lite of the situation, do something like a home alone pull system and have cardboard cutouts dancing around the stadium or put mannequins in the stands doing random poses or acting out random activities. I'd even occasionally do an interview with one just to add to some comedic/entertainment value.
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Post by TheChico on Aug 10, 2020 13:47:04 GMT -5
The beer makers along with legacy automakers (not Tesla) and their dealerships have always been heavily involved in TV advertising, especially during sporting events due to the prevalence of male viewers who otherwise don't watch much TV. Below is an excerpt from the weekly newsletter published today by ARK Invest regarding the decrease in TV viewership and advertising, particularly during sports programming. Although not specifically mentioned, this could greatly affect the revenues channeled to sports organizations. In turn that might have a significant impact on player salaries. Cord Cutting Seems Disastrous for TV Advertising By Nick Grous | @grousark Typically, the disruption of entrenched technologies follows a pattern: slowly, then all at once. In our view, linear TV has hit the ‘all at once’ tipping point. Since peaking in 2011 at 103 million, the number of linear TV households in the US has slipped by 2.1% on average per year, a decline that probably accelerated this year in the absence of live sports. Recently, television advertisers have been disappointed by the dearth of viewers as Major League Baseball (MLB) and the National Basketball Association (NBA) returned to the airwaves. According to Roku’s annual cord-cutting survey, only 17% of recent cord cutters plan to re-subscribe to linear TV when live sports resume in force. Indeed, according to our research, during the next five years the number of US linear TV households will drop approximately 48%, from 86 million today to roughly 44 million in 2025. If users cut the cord at the rate we anticipate, the $70 billion-dollar US TV ad market could collapse, shifting dollars to more efficient digital platforms. This week, Roku and The Trade Desk reported strong growth in their connected TV ad businesses, while most linear TV players like ViacomCBS posted double-digit declines. In other words, linear TV advertising seems to have hit the tipping point, with no return. I've actually watched almost every game the Cubs have played so far thanks to going out less so it's kind of surprising that viewership hasn't increased. I do think however a lot of people got annoyed with the players and owners during the shut down and in basketballs case, it's absolutely awful to watch without fans in the arenas they are playing in. As a baseball fan, I haven't noticed much difference in the game without fans, the audio has gotten better... I got to hear the Yankees third base coach cuss out Angel Hernandez which was awesome... I do think baseball missed a chance to be more entertaining/creative with the absence of fans in the stadium though. Just kind of shows their lack of creativity which has hampered the league (IMO) for ages. For me, and this is just me, I would have done something to make lite of the situation, do something like a home alone pull system and have cardboard cutouts dancing around the stadium or put mannequins in the stands doing random poses or acting out random activities. I'd even occasionally do an interview with one just to add to some comedic/entertainment value. Something I wonder, if the impact from the Blacks lives matter has anything to do with it at all, especially the NBA which I know quite a few people who refuse to watch the NBA because of the kneeling of the national anthem and same can be said about baseball. There are a bunch of people who are upset about it. I am not making anything political at all as that is for another board, but just curiously wonder if there is enough people to actually make a impact on the ratings, I would assume so.
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Post by idontcare on Aug 10, 2020 14:12:30 GMT -5
I've actually watched almost every game the Cubs have played so far thanks to going out less so it's kind of surprising that viewership hasn't increased. I do think however a lot of people got annoyed with the players and owners during the shut down and in basketballs case, it's absolutely awful to watch without fans in the arenas they are playing in. As a baseball fan, I haven't noticed much difference in the game without fans, the audio has gotten better... I got to hear the Yankees third base coach cuss out Angel Hernandez which was awesome... I do think baseball missed a chance to be more entertaining/creative with the absence of fans in the stadium though. Just kind of shows their lack of creativity which has hampered the league (IMO) for ages. For me, and this is just me, I would have done something to make lite of the situation, do something like a home alone pull system and have cardboard cutouts dancing around the stadium or put mannequins in the stands doing random poses or acting out random activities. I'd even occasionally do an interview with one just to add to some comedic/entertainment value. Something I wonder, if the impact from the Blacks lives matter has anything to do with it at all, especially the NBA which I know quite a few people who refuse to watch the NBA because of the kneeling of the national anthem and same can be said about baseball. There are a bunch of people who are upset about it. I am not making anything political at all as that is for another board, but just curiously wonder if there is enough people to actually make a impact on the ratings, I would assume so. I would say with the current climate in the US it's probably a factor in the lower viewership. I personally cannot stand basketball and I stopped watching football thanks to the whole Ray Rice, Greg Hardy fiascos. I really couldn't care less about the BLM movement or the kneeling but that is just me. I'm not going give up watching a sport (baseball) because a player or two kneel but I'm also not someone who invests himself in a teams players.
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Post by addisondad on Aug 10, 2020 15:58:12 GMT -5
Hockey has been dead to me since I was very young. I lost interest when they expanded from 6 teams and started wearing safety gear. Bobby Hull forever.
Basketball lost me at the end of the Jordan era. Actually Jordan was the only thing that gave me any interest.
Football never interested me but haven't watched a game in years. The Bears have never had a quarterback worth his weight in my lifetime. Great linebackers and rushers though.
Baseball has been the only sport to hold my interest, even though it tested me in 1981 and 1994. But after doing nothing this off season about the Astros and the downright horrible pre season negotiations that exposed not only the owners, but the players was unforgivable to me.
My fanatic love for the Cubs keeps me stopping by this spot, as well as Baseball Reference for stats, but I will not support the MLB with any money until changes are made. The BLM and the kneeling doesn't help, but as far as I'm concerned baseball has bigger problems than letting its players disrespect the flag. And that says a lot.
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Post by jpepitone on Aug 10, 2020 16:11:06 GMT -5
Although I love the Cubs, my enthusiasm is way down for watching the games. It’s just weird and bizarre without the fans, plus the never ending covid crap, and I won’t get political, but not crazy about the politics either. But I’ll still watch the games, because I’d miss the players, and also the people on here in the game threads.
I also haven’t watched the NBA since Jordan, and certainly won’t start now. I have no enthusiasm for football either for a lot of the same reasons I have less enthusiasm for baseball. I’ve never watched hockey.
There are a lot of better and interesting things you can do than watch a bunch of millionaires play child’s game, especially when it seems a lot of them don’t appreciate this country.
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Post by jessicubs on Aug 10, 2020 16:23:10 GMT -5
I'm relatively young, and I cut the cord 3 years ago when my local cable company stopped carrying a channel I wanted. I thought it would be a tough separation but I haven't missed anything. I live outside the Cubs' blackout zone, so MLB.TV has worked great for me for the Cubs, and I can get most anything else I want to watch from ESPN+, Netflix, Hulu and Amazon Prime. We have a Roku on both of our TVs and it works great.
I also cheat a little and use my parents' DirecTV password to get some live sports. When that is not an option anymore I may need to get a live streaming service like Youtube TV to fill the void.
That said, I am not surprised ratings are going down. Live TV is dying a slow death and cable will be obsolete at some point. It will require a shift in how these broadcast deals work at some point. I have to think blackout zones are a factor in baseball's lack of popularity among young people and older fanbase. If you live anywhere near the team you like you can't watch the games on a tablet or phone or laptop, it has to be on a TV plugged into the wall like its the goddam 90s haha.
I am a baseball girl at heart and it will always be my biggest love. But I also watch college sports (my husband's biggest love) and the NFL. We've watched a little NBA in quarantine out of boredom but that is not normally a priority for us. I also love soccer and the US Women's National Team in particular (but also follow the Premier League and the men's team too). I played softball, soccer and cross country/track in school.
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Post by jessicubs on Aug 10, 2020 16:26:03 GMT -5
Also friendly reminder as a moderator that no political discussion is allowed on this board. No one has crossed the line or anything, everyone has done a good job of steering clear so far. Just wanted to put out that friendly reminder for those who may not know the rules. Political talk poisoned the old Cubs.com board and was one of the reasons this board was created.
Thanks!
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Post by patriot544 on Aug 10, 2020 16:26:53 GMT -5
I was watching every cubs game and then because the Cardinals cannot be safe I’ve had nothing to watch for four days. Almost makes me not miss the games. I also find the games no where near the same without fans. Just not as entertaining.
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Post by C-Horse14 on Aug 10, 2020 20:24:42 GMT -5
This topic has been discussed here a number of times before. The long term decline in interest is completely related to changing demographics. Young people don't participate in the traditional team sports and they are also less interested in watching them. Even NASCAR has experienced a long term decline in interest. There's just too many competing entertainment options targeting the same audience.
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Post by ddevonb on Aug 10, 2020 22:55:04 GMT -5
The beer makers along with legacy automakers (not Tesla) and their dealerships have always been heavily involved in TV advertising, especially during sporting events due to the prevalence of male viewers who otherwise don't watch much TV. Below is an excerpt from the weekly newsletter published today by ARK Invest regarding the decrease in TV viewership, particularly during sports programming. Although not specifically mentioned, this could greatly affect the advertising revenues channeled to sports organizations. In turn that might have a significant impact on player salaries. Cord Cutting Seems Disastrous for TV Advertising By Nick Grous | @grousark Typically, the disruption of entrenched technologies follows a pattern: slowly, then all at once. In our view, linear TV has hit the ‘all at once’ tipping point. Since peaking in 2011 at 103 million, the number of linear TV households in the US has slipped by 2.1% on average per year, a decline that probably accelerated this year in the absence of live sports. Recently, television advertisers have been disappointed by the dearth of viewers as Major League Baseball (MLB) and the National Basketball Association (NBA) returned to the airwaves. According to Roku’s annual cord-cutting survey, only 17% of recent cord cutters plan to re-subscribe to linear TV when live sports resume in force. Indeed, according to our research, during the next five years the number of US linear TV households will drop approximately 48%, from 86 million today to roughly 44 million in 2025. If users cut the cord at the rate we anticipate, the $70 billion-dollar US TV ad market could collapse, shifting dollars to more efficient digital platforms. This week, Roku and The Trade Desk reported strong growth in their connected TV ad businesses, while most linear TV players like ViacomCBS posted double-digit declines. In other words, linear TV advertising seems to have hit the tipping point, with no return. Except it hasn't hurt MLB ratings.
Early Regional Sports Network TV Ratings And Ad Sales For MLB Are Up Compared With 2019
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Post by ddevonb on Aug 10, 2020 22:58:36 GMT -5
I no longer have cable or satellite TV but I've been an MLB.TV subscriber on Roku for 11 years. I can get lots of sports on the Roku and over the air antenna.
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Post by tehmpus on Aug 11, 2020 12:17:57 GMT -5
The beer makers along with legacy automakers (not Tesla) and their dealerships have always been heavily involved in TV advertising, especially during sporting events due to the prevalence of male viewers who otherwise don't watch much TV. Below is an excerpt from the weekly newsletter published today by ARK Invest regarding the decrease in TV viewership, particularly during sports programming. Although not specifically mentioned, this could greatly affect the advertising revenues channeled to sports organizations. In turn that might have a significant impact on player salaries. Cord Cutting Seems Disastrous for TV Advertising By Nick Grous | @grousark Typically, the disruption of entrenched technologies follows a pattern: slowly, then all at once. In our view, linear TV has hit the ‘all at once’ tipping point. Since peaking in 2011 at 103 million, the number of linear TV households in the US has slipped by 2.1% on average per year, a decline that probably accelerated this year in the absence of live sports. Recently, television advertisers have been disappointed by the dearth of viewers as Major League Baseball (MLB) and the National Basketball Association (NBA) returned to the airwaves. According to Roku’s annual cord-cutting survey, only 17% of recent cord cutters plan to re-subscribe to linear TV when live sports resume in force. Indeed, according to our research, during the next five years the number of US linear TV households will drop approximately 48%, from 86 million today to roughly 44 million in 2025. If users cut the cord at the rate we anticipate, the $70 billion-dollar US TV ad market could collapse, shifting dollars to more efficient digital platforms. This week, Roku and The Trade Desk reported strong growth in their connected TV ad businesses, while most linear TV players like ViacomCBS posted double-digit declines. In other words, linear TV advertising seems to have hit the tipping point, with no return. I'm not sure what you mean exactly by "linear tv". But I think that the real test is whether or not baseball is being watched less on all platforms. Even if "over the air" tv and cable tv decline, streaming options are rising to counteract those downturns. Each platform charges for advertising, so it's just a more complicated way of selling baseball as there are many platforms instead of just one like in days past. The Marquee network has shown us that in negotiating with many different providers. Blackout rules also really negatively effect baseball as today's generation doesn't want to wait days or weeks to see the games on their devices.
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Post by batman66 on Aug 11, 2020 15:10:47 GMT -5
A lot of things to consider as to why and a lot have been already mentioned. Another is the season starting in the middle of summer so people might be doing other things. Summer is my families beach time so I usually miss a lot of weekend games anyway. In some states restrictions are being lifted and people finally can get out and about to eat and do other things after being cooped up at home for months.
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Post by cfin on Aug 11, 2020 15:51:08 GMT -5
MLB really needs to solve the blackout issues.
For me being a Cubs fan in Cardinals and Reds territory, it really didn't make a lot of sense to buy mlb.tv to watch 40 games this year. I can't watch the Cubs games when they play the Cardinals (well... IF they play the Cardinals) or the Reds. I cut cable during the pandemic.
I understand why the blackouts can't just be removed entirely (people would drop DirecTV and just purchase mlb.tv and save a ton of money and DirecTV would lose even more customers), but that doesn't mean that it can't be called a problem.
All sports teams made a huge error in thinking that they were more popular than they really are. And cable operators are starting to balk at paying the huge fees to carry them and then having to pass those fees onto their customers. Customers are dropping cable left and right because it's just gotten too expensive.
MLB.tv was a good value during a 162 game season if you lived outside the territory of your team - and even better if you lived outside the division that your team plays in.
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Post by ddevonb on Aug 12, 2020 18:46:05 GMT -5
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Post by ddevonb on Aug 12, 2020 18:50:46 GMT -5
MLB really needs to solve the blackout issues. For me being a Cubs fan in Cardinals and Reds territory, it really didn't make a lot of sense to buy mlb.tv to watch 40 games this year. I can't watch the Cubs games when they play the Cardinals (well... IF they play the Cardinals) or the Reds. I cut cable during the pandemic. I understand why the blackouts can't just be removed entirely (people would drop DirecTV and just purchase mlb.tv and save a ton of money and DirecTV would lose even more customers), but that doesn't mean that it can't be called a problem. The same would happen to cable companies. When enough channels are streamed and can be purchased alacarte then everyone can have exactly the channel mix they want. We will eventually get there as cable companies stop being Tv providers and will just be broadband services. I think within 5 years few people will get TV via Cable.
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Post by Corndog on Aug 12, 2020 21:17:54 GMT -5
MLB really needs to solve the blackout issues. For me being a Cubs fan in Cardinals and Reds territory, it really didn't make a lot of sense to buy mlb.tv to watch 40 games this year. I can't watch the Cubs games when they play the Cardinals (well... IF they play the Cardinals) or the Reds. I cut cable during the pandemic. I understand why the blackouts can't just be removed entirely (people would drop DirecTV and just purchase mlb.tv and save a ton of money and DirecTV would lose even more customers), but that doesn't mean that it can't be called a problem. The same would happen to cable companies. When enough channels are streamed and can be purchased alacarte then everyone can have exactly the channel mix they want. We will eventually get there as cable companies stop being Tv providers and will just be broadband services. I think within 5 years few people will get TV via Cable. Cable is dying and this current situation just made the process faster as there was no reason to have it without fresh content. As far as baseball goes, it's not because it's a dying sport, they just need to be ahead of the curve on this. The MLB.TV situation sucks because they can't compete with cable, which is why they have the blackouts. But how long until they just say screw it, because that few of people are watching on cable? Same with ESPN+, when will they finally give in and just provide their ESPN content on the app? I think it all eventually happens, but they are still holding out for now because cable still provides them with a large amount of money.
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Post by Clark Street on Aug 12, 2020 21:39:51 GMT -5
I still remember when we were told that cable TV will soon be coming: no commercials, only a monthly fee.
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Post by ddevonb on Aug 12, 2020 21:55:33 GMT -5
The same would happen to cable companies. When enough channels are streamed and can be purchased alacarte then everyone can have exactly the channel mix they want. We will eventually get there as cable companies stop being Tv providers and will just be broadband services. I think within 5 years few people will get TV via Cable. Cable is dying and this current situation just made the process faster as there was no reason to have it without fresh content. As far as baseball goes, it's not because it's a dying sport, they just need to be ahead of the curve on this. The MLB.TV situation sucks because they can't compete with cable, which is why they have the blackouts. But how long until they just say screw it, because that few of people are watching on cable? Same with ESPN+, when will they finally give in and just provide their ESPN content on the app? I think it all eventually happens, but they are still holding out for now because cable still provides them with a large amount of money. What MLB understands is that so many people are still not tech savvy and think they need cable. I understand blacking out the local territory on MLB.TV because without the blackouts the channels become much less attractive to to carry because so many could easily get the games without cable. I think eventually MLB.TV will have additional pay level to let you watch the local team. I also think sometime soon, Marquee will be offered online for an extra fee of maybe $10 a month.
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