America’s Cup: No Excuse to Lose (the television audience)
Published on May 12th, 2016
Some sports have stops, like baseball between innings or football during change of possessions. For television coverage, these are the commercial breaks. But other sports, like soccer, don’t have convenient stops, with the broadcast often continuing uninterrupted until the end of regulation.
The holders of the America’s Cup are working in earnest to turn the event into a broadcast product, and while the technology developed to show the game is impressive, they’ve yet to create a commercial format that does not cut away during the race.
During the America’s Cup World Series event in New York on May 7-8, the U.S. television rights holder NBC enraged viewers. Here is Douglass Sisk offering his analysis….
I join the chorus of groans, vitriol, and stinky Topsiders hurled toward NBCSN’s ill-timed commercial breaks in the live coverage of the AC World Series in New York. Curious about the situation, I dusted off some grad school skills and did some additional data parsing with television ratings information.
If you take a close look at the ratings table, filter for the timeslots starting at 12noon to 3PM (EDT), then filter out the programs with fewer than 75,000 viewers (an arbitrary number) you end up with 26 viewing options. Sorting further by total viewership, the AC World Series coverage was bested not only by live coverage of several “major” sports events, but also by some well-traveled reruns. Hmmph!
But sort by the highest percentage of viewers in the coveted 18-49 year old age bracket, and the AC World Series coverage is nicely mid-pack. Okay, but…
Is notable that many of the commercial minutes were used up not by paid advertising but in promotional spots for other programs on the NBC family of networks, leading me to think that the “make-good” for a missed commercial not run in the exciting final minutes of a race wouldn’t have been onerous.
Make what you will from these stats, but imagine the conversations at some local watering holes, where veteran sailors are trying to get some new folks interested in sailing by showing off the very appealing mix of technology and speed… only to be denied the finish of the final, regatta-deciding race… leaving the new (and experienced) to wonder “What the heck just happened?”
The lack of repeat or even acknowledgement by the commentating crew suggests that the production staff have no idea that commercial breaks are imminent. It looked like NBCSN just picked up the feed and slammed the commercials in based on time-of-day, rather than action in the Live Sporting Event they were broadcasting.
I can understand that traditional fleet racing is difficult to watch on television, but – credit where credit is due – the AC organizers have worked hard to create a race format that can be enjoyed by sailors and non-sailors alike. Regardless of anyone’s opinions on the current state of the America’s Cup, this area has been successful.
But to be, quite frankly, hosed by the hometown sports network may indeed result in a long and empty road devoid of viewers. There is simply no excuse.