TBS Tripleheader Scores Double-Digit Gains With Division Series Debuts


TBS started its 2009 Major League Baseball postseason coverage with a double-digit gain over its initial offering last season, racking up the most-watched opening day of the Division Series since 2005 in the process.
The network, which enjoyed its most-watched total-day average in 2009, averaged a 3.3 U.S. household rating, 3.8 cable rating, 3.79 million households and 4.93 million viewers for its tripleheader coverage, according to Nielsen data.
Keyed by its coverage of the American League Division Series matchup between the New York Yankees and Minnesota Twins, that performance marked a 14% U.S. ratings improvement from its 2008 postseason tripleheader and a 16% rise in audience from 4.26 million watchers. Relative to households, TBS notched a 14% increase from 3.32 million.
TBS's coverage of the Yankees-Twins game, which began at 6 p.m. (ET), scored a 4.3 U.S. household rating and 6.61 million viewers, gains of 23% for each measure for the Los Angeles Dodgers-Chicago Cubs game in the corresponding time slot last year. The Yankees' 7-2 triumph, which notched a 5.0 cable rating, delivered a 21.6 in the Minneapolis/St. Paul DMA and a 13.4 in the New York market.
The nightcap of the TBS tripleheader, the Dodgers' 5-3 win over the St. Louis Cardinals in the first game of their National League Division Series, delivered a 3.3 U.S. household rating and 4.97 million watchers on average, advances of 10% and 12%, respectively, over 2008's Boston Red Sox-Los Angeles Angels of Anaheim contest. The Cardinals/Dodgers game, producing a 3.8 cable rating, generated a 20.0 rating in the St. Louis market and a 9.6 rating in the LA DMA.
The opener yesterday afternoon, in which the defending World Series champion Philadelphia Phillies jumped ahead of the Colorado Rockies, 5-1, was even with last year's Phillies-Milwaukee Brewers game, posting a 2.0. U.S.household rating and 2.76 million watchers. The game, which pulled a 2.3 cable rating, delivered a 15.5 rating in Philadelphia market and a 5.9 in Denver.
On the demo watch, the DS tripleheader registered double-digit gains among adults 18 to 34 (32% to 1.12 million); adults 18 to 49 (16% to 2.29 million); adults 25 to 54 (11% to 2.29 million); men 18 to 34 (32% to 802,000); and men 18 to 49 (12% to 1.64 million). The games were up 8% to 1.65 million among men 25 to 54.