Derek Jeter‘s final home game last night was the most watched game broadcast in the history of the YES Network, the network announced. The game averaged 1.25 million viewers in New York and peaked at 1.99 million viewers from 10:15-10:30pm ET. That works out to an average 10.84 Nielsen rating and a peak 16.55 Nielsen rating. The previous record was held by the second game of the 2005 season (1.21 million viewers). Can’t say I’m surprised. Jeter is one hell of a draw.
The 2013 season is over and now it’s time to review all aspects of the year that was, continuing today with two big signs fans are losing interest in the Yankees.
For the first time in five years and only the second time in 19 years, the Yankees missed the postseason in 2013. They didn’t just miss the postseason, they missed the postseason because so many of their best players either got hurt or underperformed. I’m not talking about minor injuries either — Derek Jeter, Alex Rodriguez, and Mark Teixeira combined for 76 games (44 by A-Rod) while Curtis Granderson missed over 100 himself. CC Sabathia had the worst season of his career and Andy Pettitte battled injury and ineffectiveness for a long stretch of time. The only star-caliber constants were Robinson Cano and Mariano Rivera.
As a result, fan interest was the lowest it’s been in years. Certainly the lowest since the new Yankee Stadium opened in 2009. I don’t think the Yankees do a very good job of cultivating fans with caravan events and stuff like that — get to the Stadium early and Chris Stewart might shake your hand at the gate! — and their in-game entertainment at the ballpark is older than half the roster. The Subway Race is still pretty cool but the YMCA and the Match Game and Cotton-Eyed Joey are all outdated. Dammit do I hate Cotton-Eyed Joey. The giveaways* are pretty lame as well.
* Special shout out to the Yankees for the awful Mariano Rivera Bobblehead Day experience as well. Yes I’m still bitter.
When the Yankees aren’t winning, it’s not all that fun to go to Yankee Stadium. It’s too expensive and the non-baseball stuff isn’t worth it. When the Yankees aren’t winning and half their star players are hurt or playing poorly, they’re barely worth your time. That lack of fan interest showed this season in more ways than one.
Attendance across baseball was down slightly this season, an average of 333 fans per game*. That’s 1.08%. The Yankees, on the other hand, saw their average attendance drop 3,245 fans per game from 2012 to 2013, or 7.4%. It would have dropped even more if not for the Mariano Rivera retirement tour boost in September — three of their four highest attended non-Opening Day games were in late September. Attendance has dropped 5,429 fans per game since the first season of the new Stadium back in 2009, or 11.8%. Obviously the team’s attendance has trended downward quite a bit the last three years, especially relative to the league average. I don’t think you needed the above graph to see that.
* Attendance data courtesy of Baseball Reference.
Unfortunately, information on network ratings is hard to find, or at least I don’t know where to look. According to Joel Sherman, the YES Network saw ratings fall a whopping 33% this past season. Neil Best said it was roughly 39% back in late-May, so Sherman’s number passes the sniff test. The network’s highest rated game of the season was Alex Rodriguez’s return and I’m sure there was a boost for the Rivera/Pettitte retirement tour in September as well. The exact percentage of the decline really isn’t important. We know there was a significant decline in ratings in 2013 and that’s all that matters. If the numbers reported by Sherman and Best are true, that’s staggering.
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So, clearly attendance and ratings were a problem this year, and they are one representation of fan interest. If people aren’t interested in the team, they won’t watch and they sure as hell won’t spend a boatload of money to attend a game. Thankfully I’m not the one who has the figure out the solution to this problem, that’s on the Yankees. The declining attendance and ratings is the result of many, many things I’m sure. Ticket prices and the economy, fan apathy, lack of star players in 2013, ownership talking about slashing payroll at every opportunity, a team that isn’t all that exciting on the field … all of that and more is playing a part here. It’s a problem and, based on all the talk this winter, the club seems to think adding several big name players will be the way to fix it. Maybe it’ll work. They have to hope it will.
Via Sweeny Murti: Alex Rodriguez‘s return to the Yankees last night netted the YES Network its best ratings of the season. They averaged 393k total viewers for the game and topped out at 756k from 8:30-8:45pm ET, right around when Alex came to the plate for the first time. In terms of Neilsen ratings, YES was at 4.34 for the game compared to a season average of 2.52, which is down almost 40% from last year (4.17) and 50% from 2009 (4.72).
Obviously ticket sales and television ratings are way down this year, that’s no secret, but A-Rod‘s return will definitely help on the business side of things as well as on the field. He’s a car wreck and people can’t look away — most watch because they hate him and some watch because they actually like him. The important thing is people watch. Brian Cashman recently called the A-Rod trade his best not only because he was awesome on the field, but also because he helped increase ticket sales and cable subscribers. The Yankees seem to truly hate A-Rod and want him gone as soon as possible, but I’m guessing they’ll have no trouble taking in all that extra revenue while waiting for his appeal.
When the new Yankee Stadium opened in 2009, one thing that really disappointed me was the traditional offset camera angle. A number of clubs had started using a directly behind the pitcher camera angle that, in addition to make balls and strikes easier to see, really brought a pitcher’s stuff to life. We got to see fastballs moving in ways we had never before seen on television, breaking balls were breaking both side-to-side and up-and-down, changeups fading away from hitters of the opposite hand … it’s great. The directly behind the pitcher angle gets two thumbs way up from me.
The YES Network used a traditional offset angle over the last few years — check out the gallery above and you’ll see the angle changing slightly from 2009-2012 — but this year they have it pretty close to centered behind the pitcher with the rubber and home plate nearly in line. It’s not a perfect behind the plate view like the Braves, Red Sox, Twins, or Cardinals have, but it’s far better than the traditional offset look. It allows us to see Mariano Rivera‘s cutter hook around the plate for a backdoor strike three better than ever before, for example.
So, while not much has gone right for the Yankees early this season, at least we’ve got a cool new center field camera that makes the strike zone and a pitch’s movement easier to see than ever before. I don’t think YES can raise the camera any higher to get a true in-line look — I guess they would have to put the camera on top of the concession stand in center field? — so this is probably the best we’ll get. It’s much better than the offset look in my opinion and I’m glad we got it, even if it came later rather than sooner.
Michael Kay will continue to be the primary play-by-play voice of the Yankees after signing a new multi-year agreement with the YES Network, according to a release. Kay has been with YES since the network launched in 2002 and he’s not leaving anytime soon. No word on the other announcers, if you’re wondering.
Early last week, an agreement was reached allowing News Corp. to purchase 49% — potentially as much as 80% down the road — of the YES Network from investors like Goldman Sachs and Providence Equity. The deal is expected to be finalized by the end of the calendar year. Here’s some more on the transaction, courtesy of Richard Sandomir…
- The Yankees will retain control of all Yankees-related content on the network. The announcers will continue to be biased — “We tell our people if you want to be bipartisan and fair, don’t work for YES,” said team president Randy Levine to Sandomir — and long-running features like Yankeeography and Yankees Classics aren’t going anywhere.
- FOX, which is owned by News Corp., will bring some programming to the network however. It doesn’t sound like a SportsCenter-esque, nightly sports news show is in the cards though.
- The Yankees will receive $420M from News Corp. to keep the team on YES through 2042. They’re getting half of that now and the other half in three years. Just think, they’re trimming payroll in less than 16 months.
- Just as we heard the other day, Sandomir says the Steinbrenners are unlikely to sell the team in the wake of the agreement. The team continues to make a fortune and, perhaps more importantly, the family would get slapped with a massive tax bill should they sell.
The Yankees officially announced an agreement that allows News Corp. to acquire a 49% stake (which could reportedly grow to 80%) in the YES Network from investors like Goldman Sachs, NJ Holdings, and Providence Equity yesterday. The deal is still pending MLB approval and is expected to close by the end of the calendar year. The sale price indicates that the network is worth approximately $3 billion right now, meaning it’s likely more valuable than the team itself. Here’s more on the transaction courtesy of Darren Rovell, Andy Fixmer, and Scott Soshnick…
- The Yankees will sell 9% of their stake in YES, lowering their share to 25% and earning the club a whopping $270M. The team might also receive a $400-500M payment separate from the rights agreement, so think of it like a signing bonus.
- As part of the transaction, the Yankees have extended their agreement with YES to ensure the network will broadcast games through 2042. YES currently pays the team $85M annually for broadcast rights, but escalators will push that to $350M annually (!) by the end of the new agreement.
- Goldman, NJ Holdings, and Providence will retain some stake in YES but will have the option to sell the remainder to the Yankees and News Corp. in four years for a portion of the predetermined market value of $3.8 billion. That’s what everyone expects the network to be worth in 2016.
- Although there has been speculation (including by me) this deal with News Corp. is an indication the Steinbrenner family will look to sell the team down the line, the reporting trio all say this move puts them in better position to hold on to the club long-term.
- Brian Heyman has official statements from Hal Steinbrenner and others, so check that out if you’re interested.