Sports TV Trends – Wall St. Report - Pivotal Research

As is wellknown live sports viewing has held up despite ratings declines and is increasingly important for national network owners Over the past decade livesameday viewing hours of sports is actually up by nearly 7 in total although half of this was attributable to the inclusion of summer Olympics in 2016 vs winter Olympics in 2006 Over the past year all nationally rated sports viewing on a livesameday basis and on a live7 basis was up by 5 during 2016 over 2015 Excluding Olympics viewing was down by 3 For reference all other nationally rated viewing hours fell 1 during 2016 vs 2015 By network group during 2016 Disney properties primarily ESPN accounted for 32 of viewing NBCU properties generated 20 with more than a third due to Olympics Fox networks accounted for 16 while CBS represented 13Key observations from our analysis through week 17 of the calendar year ending Sunday April 23 for which livesameday data became available on Tuesday followYTD viewing of sports TV on national media properties is flat For the 17th week sports viewing was down by 7 yearoveryearDisney networks39 sports viewing which accounted for 35 of YTD viewing is down by 4 For the week during which it accounted for 33 of viewing Disney networks39 sports viewing fell 10 NBCUowned properties accounted for 16 of viewing during the week and 12 YTD fell 7 on the week and 10 YTD At Foxowned networks which represented 8 for the week and 21 YTD viewing was down 27 on the week but up 55 YTD primarily because of Super Bowl or up by around 13 excluding the game week in both years At CBS viewing accounted for 3 of total national sports during the week and 14 YTD For the week viewing was down 15 YTD viewing of sports on CBS is down by 3 excluding the Super Bowl week in both this and last yearDuring the most recent week basketball now solely represented by the NBA39s playoffs as the college season has wound down was dominant accounting for 43 of the total up significantly vs recent years Total viewing of all the sport was 5 for the week and 8 YTD Looking only at the NBA viewing is up 2 YTDSports Commentaries eg ESPN39s SportsCenter was nextmost important with a 16 programviewing share for the week down from 18 last year For the week related viewing was down 18 below the 12 YTD trend Disneyowned properties including ESPN by far the biggest player saw a 21 decline for the week part of a 16 decline YTD for their networks Commentaries continue to diminish in importance with consumption falling by 32 from the 2010 peak On a full year basis commentaries accounted for 29 of sports viewing during 2016 down from 33 in 2010 and 35 in 2012Among other sports Soccer accounted for 8 of the sports marketplace with 367 million personviewing hours Despite outperforming Baseball and Hockey no individual soccer league broke 5 of the total sports market Hockey itself represented 7 of viewing nearly all due to the NHL although viewing levels were down significantly vs the yearago period with faster completion of the postseason39s first round series39 in the Western Conference leading to far fewer games played Baseball followed as the nextmost important sport with 6 of viewing nearly all of which was MLBFULL REPORT INCLUDING RISKS AND DISCLOSURES CAN BE FOUND HERE TV Update 42617sportspdfThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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Sports TV Trends – Wall St. Report - Pivotal Research

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