Yankees fans might need to brace for rate increases for YES Network, based on the new way the channel plans to measure its audience.
Front Office Sports reports that “starting this season, YES will utilize Nielsen’s Portable People Meters (PPM) to better measure Yankees audiences and ratings as well as the network’s other programming. These pager-like devices track what TV and radio stations the wearer is listening to outside of their Nielsen metered homes.”
What this means is people who are watching Yankees games at places like bars and restaurants will start to be counted as viewers. As a result, Howard Levinson, who is the senior vice president of ad sales for YES, predicts the “TV audiences for Yankees games will rise by 40% in 2020. He also predicts a roughly 40% boost in the advertiser-coveted demographic of viewers 25-54 years old.”
Media expert and Forbes contributor Brad Adgate told Front Office Sports that “YES’s 40% growth prediction ‘seems to be a little high.’ However, he said there’s little doubt YES will see a boost in audience and ratings, particularly with younger viewers, once it’s able to sell against out-of-home viewing.”
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Using the PPM system also will provide YES Network with more detailed demographics on its viewers. According to Front Office Sports, the “Yankees and YES have always suspected their TV audience was more upscale than they got credit for. Many Yankees fans are affluent business professionals who own second homes in the Hamptons and other vacation areas, noted Levinson. The PPM’s will enable YES to follow these viewers as they move from home to home. Madison Avenue loves to target upscale audiences. The additional data could help YES reach new advertisers while retaining existing ones.”
In the short term, a bigger audience means an opportunity for increased ad revenue. According to Front Office Sports, “Levinson confirmed YES has already boosted its advertising rates for the 2020 Yankees season. Marketers and ad agencies reflexively recoil at rate increases. But given the strong interest in the Yankees following the signing of ace pitcher Gerrit Cole, nobody’s walking away from the table either, according to Levinson."
In the long term, significant audience growth, like what Front Office Sports reports, will give YES Network more leverage in its negotiations with service providers. The more YES Network charges providers for carriage rights, the more viewers can expect to pay providers to help offset those costs.
Of course, the Yankees are doing their part, putting together a team capable of contending for the World Series for years to come, with a roster stocked with All-Stars, including Cole and right fielder Aaron Judge. The Yankees will be must-see TV this season for baseball fans, and that means plenty of eyeballs glued to YES Network, the TV home of the 27-time World Series champions, for the next eight months.
Mike Rosenstein may be reached at mrosenstein@njadvancemedia.com. Follow him on Twitter @rosenstein73.
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February 11, 2020
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