By Mike Kinosian
LOS ANGELES — If for no other reason than owing to its adherence to an ambitious 162-game regular season commitment, the role – and potential ratings upside – of any MLB flagship is the most extensive of the four major sports.
Typical MLB game length is three hours during a season that extends from April through September. That, of course, does not count pre-season exhibition contests and any possible post-season play.
Factor in pre-game and post-game shows, as well as a variety of sales-driven programming features, and it becomes crystal- clear how a MLB flagship can wind up devoting a sizeable chunk of its programming day and year to its hometown franchise.
By and large, when they are not airing baseball play-by-play (or related offerings) MLB flagships carry spoken-word programming. There are, however, a few exceptions.
For that and several other reasons, doing an MLB flagship overview has its challenges.
The end result though is well worth it and, therefore, an in-depth analysis appears below.
There is, however, more than the usual fine print.
For openers, the following scoreboards are for English-language flagships only.
For these purposes, a flagship is only listed in one PPM market – the team’s “home” metro. In the case of the American League’s Oakland A’s, we are going with San Jose, rather than San Francisco (which we are using for the National League’s Giants).
In cases where a team has two flagships, both stations are shown.
Some MLB teams have a main flagship and an emergency alternative. The latter is used only in isolated cases to resolve a programming conflict; those backup facilities do not appear here.
The flagship for the American League’s Blue Jays (CJCL) is, of course, located in Toronto, the only non-PPM market. Consequently, there is no available ratings information for CJCL.
One of the Atlanta Braves’ flagships is Dickey Broadcasting Company-owned WCNN. That station is not a Nielsen Audio subscriber and therefore cannot be included in print.
The first batch of July PPM results is scheduled to be released on (Monday) August 4.
Mike Kinosian is managing editor of TALKERS; email him at Kinosian@Talkers.com.