Last year's World Series marked a historic low in television viewership, with less than 14.2 million viewers, reflecting changes in game consumption habits and a decline in interest in baseball overall. However, this year's World Series between the Los Angeles Dodgers and the New York Yankees promises to exceed expectations.
Since the network began broadcasting the World Series in 1996, the numbers have fluctuated, peaking at 22.9 million viewers in 2016 for the Chicago Cubs' first championship since 1908. This year, the presence of stars like Ohtani and Dodgers pitcher Yoshinobu Yamamoto has generated great interest in Japan, with a record audience of 12.9 million viewers.
Despite the decline in World Series viewership compared to other sports competitions, attendance at MLB's regular season has experienced a slight increase of 0.9% to 71.35 million, marking the first consecutive increase in years since 2011-12.
Dodgers manager Dave Roberts has expressed his optimism for the World Series, highlighting the matchup between two iconic teams like the Dodgers and Yankees. Additionally, MLB executives and sports analysts have noted that the marketing and television landscape has evolved, especially during and after the coronavirus pandemic, which may influence the World Series viewership.
With stars on both teams, such as Shohei Ohtani, Mookie Betts, Freddie Freeman, Aaron Judge, and Giancarlo Stanton, this World Series is expected to be a memorable showdown. The first game lived up to expectations, with an exciting victory for Los Angeles in 10 innings. Sales of jerseys for the standout players have reflected the public's interest in this World Series.
Moreover, during the first game, MLB and its business partners implemented digital marketing strategies to bring the World Series closer to a broader audience, including digital billboards and content on social media. Despite the challenges in terms of television viewership, the excitement and competition of the World Series between the Dodgers and Yankees is expected to boost audience ratings in the upcoming games.
