MLB All-Star Game Low Ratings Didn’t Hinder Nearly $45M in Ad Revenue
By Barry Janoff
July 24, 2018: Even with what was called historically low ratings, the 2018 MLB All-Star Game generated the highest ad revenue of any of the major league All-Star games in the past year, according to an analysis by media intelligence firm Kantar Media, NY.
The MLB All-Star game produced $44.8 million in ad revenue, which was played in Nationals Park, Washington DC, and aired on Fox on July 17.
Ratings were not as green: An average of 8.69 million viewers and a 5.2 household rating, the lowest such numbers over the past half century of MLB All-Star Game broadcasts, according to TV and industry analysts.
The MLB All-Star Game figure outpaced its counterparts in ad revenue.
Behind MLB in ad revenue was the 2018 NBA All-Star Game ($43.9 million, Feb. 18, TNT), the NFL Pro Bowl ($3.9 million, Jan. 28, ESPN/ABC), NHL All-Star Game ($3 million, Jan. 28, NBCSN) and the 2017 MLS All-Star Game ($1.6 million, Aug. 2 FS1), according to Kantar Media.
The most active sponsors based on spend for MLB’s All-Star Game were SoftBank Corp., MasterCard, Berkshire Hathaway, Ford, ExxonMobil, Merek, Anheuser-Busch, Dell, Verizon and AT&T, per Kantar Media.
According to research and metrics firm iSpot.TV, among leading brands with on-air time were official MLB official partners Anhsueser-Busch (Budweiser), Chevrolet, Geico and MasterCard; as well as Boost Mobile, ExxonMobil, Ford and Verizon.
AT&T was also the most active brand based on spend during the 2018 NFL Pro Bowl and 2017 MLS All-Star Game (the 2018 MLS All-Star Game presented by Target is scheduled for Aug. 1 in Atlanta), and was among the Top Ten during the NBA All-Star Game this year in Los Angeles.
Berkshire Hathaway was also among the Top Ten during the NFL Pro Bowl and NHL All-Star Game.
Automotive is among the most active categories, with General Motors, Toyota and Nissan in the Top Ten spenders during the NFL Pro Bowl; and Toyota, Volkswagen and Honda among the leaders during the NHL All-Star Game.
According to Kantar Media, beyond audience ratings, key factors that influence advertiser interest in these events include:
• The NBA and MLB All-Star Games occur mid-season when fan interest is building and the young all-star talent is beginning to emerge and attract attention.
• The NFL Pro Bowl is eclipsed by the Super Bowl the following week in both ratings and ad expenditure.
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