MLB Network Playoff Gamble Pays Off, Aids Viewers
Criticisms regarding the length of games and pace of play are likely to continue being a focus for commissioner Rob Manfred as he continues to court a younger audience. Baseball games themselves remain MLB’s main product. Increasingly, however, access to that product has become an issue — an issue that could dwarf any pace-of-play problems in the coming years. As more consumers ditch cable, the lifeblood of Major League Baseball television revenues, fewer fans will have access to MLB games. Access is particularly important in the playoffs, where games receive the most national attention, and MLB’s decision in recent years to broadcast multiple games from it own MLB Network have limited viewership. However, MLB’s decision this season to offer a free preview of the network during the first week of the playoffs appears to have paid off.
There was once an outcry when playoff games moved from network television to cable, but that battle — to the degree that it ever existed — has been long lost. The World Series still airs on FOX, but both League Championship Series now appear exclusively on cable, as does the Division Series. Baseball isn’t alone in this regard, either. While the NFL, with its relatively light postseason schedule (only 11 games total), has managed to avoid moving games to cable, the NBA broadcasts both of its conference finals on cable networks. The NCAA’s championship games for both basketball and football, meanwhile, are found on channels that require a cable subscription. MLB’s decision to use its own network represents a bit of a difference case, however, than either of these.
MLB Network has been carrying playoff games for multiple years now, but with just 30-some posteason games available, the decision to remove two of them from wider circulation on standard cable packages — in essence to promote the league’s network — is a bit of a gamble, representing the equivalent of a healthy advertising investment. Broadcast networks are available in roughly 95% of television households, so putting a game on FOX renders it almost universally accessible to all baseball fans. Moving from FOX to say ESPN, TBS, or FS1 lowers that number to around 75-80% of television households. While that number might not be ideal, the number of subscribers approaches 100 million and reaches a vast majority of fans — both those who already fans of the game, as well as those who might be in the future. MLB Network lacks those numbers.



