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Sports Data From Nielsen: TV Viewership for College Conferences
Posted: February 27, 2012
This blog has been a hub of activity for conference realignment discussion and other issues in the business of sports for the past couple of years, but it has sometimes been difficult to get quantitative data to back up what many of us observe qualitatively (such as the popularity of fan bases and conferences).
So, the following presentation direct from Nielsen (the TV ratings firm) about the 2011 sports year provides a treasure trove of previously unknown (at least to me) and fascinating statistics about pro and college sports TV viewership, social networking buzz and ad spending:
State of the Media 2011 Year in Sports
[ame="http://www.slideshare.net/ceobroadband/state-of-the-media-2011-year-in-sports-11339432"]State of the Media 2011 Year in Sports[/ame] View more documents from ceobroadband
This slide presentation was uploaded by ceo broadband at slideshare.net.
Nielsen analyzed everything from the four major pro sports leagues to the rising viewership of the English Premier League in the US, so there’s something here for every type of sports fan. It’s key that this analysis is coming directly from Nielsen itself, whereas a lot of other viewership figures that get reported these days come from leagues, conferences and TV networks themselves and are spun to put them in the most favorable light. As a result, the slide presentation is about as unbiased as you can reasonably get on the subject matters at hand.
One of the more interesting charts is on slide 4, where Nielsen tracked the social media buzz for the major pro sports leagues over the course of 2011 and news events where activity spiked on Twitter and Facebook.
Major League Baseball can’t be happy to see social networking mentions hover around the NHL’s numbers and its 7-game World Series last year didn’t produce a real spike in activity compared to the NBA Finals. I’m not surprised by the fact that the NBA has more social networking buzz compared to MLB since the basketball league’s fan base skews younger, but I didn’t expect baseball to be on the social media level of hockey. (Note that there’s no point in comparing any other sport to the NFL in America: pro football blows everything else away on every metric. The only discussion is about who can take second place.)
For college sports fans, slide 9 presents some extremely pertinent information that few of us have seen before: the average TV viewer numbers per game for each of the 6 power conferences for both football and basketball. With so many issues in college sports, such as conference realignment and a football playoff, driven by television money, these viewership figures are enlightening (and surprising in some cases).
Here are the average football viewership totals by conference according to Nielsen:
1. SEC – 4,447,000
2. Big Ten – 3,267,000
3. ACC – 2,650,000
4. Big 12 – 2,347,000
5. Pac-12 – 2,108,000
6. Big East – 1,884,000
Here are the average basketball viewership totals by conference according to Nielsen:
1. Big Ten – 1,496,000
2. ACC – 1,247,000
3. SEC – 1,222,000
4. Big 12 – 1,069,000
5. Big East – 1,049,000
6. Pac-12 – 783,000
Some takeaways from those figures:
A. The Big Ten and SEC deserve every penny that they receive and then some – The readers of this blog probably aren’t surprised by the football viewership numbers, but the proverbial icing on the cake is how strong both of them are in basketball. ACC alum Scott Van Pelt of ESPN once said, “Watching Big Ten basketball is like watching fat people have sex.” Well, the Big Ten even tops the vaunted the ACC in basketball viewership and it’s by a fairly healthy margin.
B. The ACC has an undervalued TV contract – The flip side of the Big Ten and SEC analysis above is that while the ACC’s basketball viewership strength isn’t unexpected, the much maligned football side actually has strong TV numbers. If you take a step back for a moment, it makes sense. Florida State and Miami continue to be great national TV draws (even when they’re down) and schools such as Virginia Tech bring in large state markets.
C. Pac-12 Commissioner Larry Scott can sell ice cubs to Eskimos – The viewership numbers for the Pac-12 in both football and basketball indicate that they shouldn’t be in the vicinity of the ACC and Big 12 TV contracts, much less currently above the Big Ten and SEC. The football numbers might be a little lower compared to a normal season with USC having the scarlet letter of not being able to go to a bowl this year, but one would think that some of that would have been countered by strong Stanford and Oregon teams. Meanwhile, the basketball numbers are just awful – the Pac-12 definitely needs UCLA to resuscitate itself to be viable nationally. The Pac-12 presidents ought to give Larry Scott a lifetime contract with the TV dollars that he’s pulled from ESPN and Fox.
D. Big East basketball is a weaker draw than expected – No one should be surprised by the weak Big East football numbers. However, the basketball and large market-centric side of the league actually had fewer hoops viewers than any of the power conferences except for the Pac-12, which doesn’t bode well with the league losing the strong draws of Syracuse, Pitt and West Virginia. The Big East was also widely acknowledged as the top conference in basketball last year, so the league was at its competitive peak in the post-2003 ACC raid era. This gives credence to the argument that large media markets in and of themselves don’t matter as much as large and rabid fan bases that draw in statewide audiences.
E. The Big 12 is appropriately valued – For all of the dysfunction of the Big 12, it might be the one conference whose TV contracts are actually in line with their viewership numbers. The Big 12 is ranked #4 among the power conferences for both football and basketball and the likelihood is that it will end up as the #4 conference in TV dollars after the Big Ten, Pac-12 and SEC when all is said and done.
There’s lots of other data to chew on here that I may examine in future posts, but for now, the college conference viewership breakdown is something that I haven’t seen before and puts some quantitative backup to what we have speculated was behind conference realignment moves
Posted: February 27, 2012
This blog has been a hub of activity for conference realignment discussion and other issues in the business of sports for the past couple of years, but it has sometimes been difficult to get quantitative data to back up what many of us observe qualitatively (such as the popularity of fan bases and conferences).
So, the following presentation direct from Nielsen (the TV ratings firm) about the 2011 sports year provides a treasure trove of previously unknown (at least to me) and fascinating statistics about pro and college sports TV viewership, social networking buzz and ad spending:
State of the Media 2011 Year in Sports
[ame="http://www.slideshare.net/ceobroadband/state-of-the-media-2011-year-in-sports-11339432"]State of the Media 2011 Year in Sports[/ame] View more documents from ceobroadband
This slide presentation was uploaded by ceo broadband at slideshare.net.
Nielsen analyzed everything from the four major pro sports leagues to the rising viewership of the English Premier League in the US, so there’s something here for every type of sports fan. It’s key that this analysis is coming directly from Nielsen itself, whereas a lot of other viewership figures that get reported these days come from leagues, conferences and TV networks themselves and are spun to put them in the most favorable light. As a result, the slide presentation is about as unbiased as you can reasonably get on the subject matters at hand.
One of the more interesting charts is on slide 4, where Nielsen tracked the social media buzz for the major pro sports leagues over the course of 2011 and news events where activity spiked on Twitter and Facebook.
Major League Baseball can’t be happy to see social networking mentions hover around the NHL’s numbers and its 7-game World Series last year didn’t produce a real spike in activity compared to the NBA Finals. I’m not surprised by the fact that the NBA has more social networking buzz compared to MLB since the basketball league’s fan base skews younger, but I didn’t expect baseball to be on the social media level of hockey. (Note that there’s no point in comparing any other sport to the NFL in America: pro football blows everything else away on every metric. The only discussion is about who can take second place.)
For college sports fans, slide 9 presents some extremely pertinent information that few of us have seen before: the average TV viewer numbers per game for each of the 6 power conferences for both football and basketball. With so many issues in college sports, such as conference realignment and a football playoff, driven by television money, these viewership figures are enlightening (and surprising in some cases).
Here are the average football viewership totals by conference according to Nielsen:
1. SEC – 4,447,000
2. Big Ten – 3,267,000
3. ACC – 2,650,000
4. Big 12 – 2,347,000
5. Pac-12 – 2,108,000
6. Big East – 1,884,000
Here are the average basketball viewership totals by conference according to Nielsen:
1. Big Ten – 1,496,000
2. ACC – 1,247,000
3. SEC – 1,222,000
4. Big 12 – 1,069,000
5. Big East – 1,049,000
6. Pac-12 – 783,000
Some takeaways from those figures:
A. The Big Ten and SEC deserve every penny that they receive and then some – The readers of this blog probably aren’t surprised by the football viewership numbers, but the proverbial icing on the cake is how strong both of them are in basketball. ACC alum Scott Van Pelt of ESPN once said, “Watching Big Ten basketball is like watching fat people have sex.” Well, the Big Ten even tops the vaunted the ACC in basketball viewership and it’s by a fairly healthy margin.
B. The ACC has an undervalued TV contract – The flip side of the Big Ten and SEC analysis above is that while the ACC’s basketball viewership strength isn’t unexpected, the much maligned football side actually has strong TV numbers. If you take a step back for a moment, it makes sense. Florida State and Miami continue to be great national TV draws (even when they’re down) and schools such as Virginia Tech bring in large state markets.
C. Pac-12 Commissioner Larry Scott can sell ice cubs to Eskimos – The viewership numbers for the Pac-12 in both football and basketball indicate that they shouldn’t be in the vicinity of the ACC and Big 12 TV contracts, much less currently above the Big Ten and SEC. The football numbers might be a little lower compared to a normal season with USC having the scarlet letter of not being able to go to a bowl this year, but one would think that some of that would have been countered by strong Stanford and Oregon teams. Meanwhile, the basketball numbers are just awful – the Pac-12 definitely needs UCLA to resuscitate itself to be viable nationally. The Pac-12 presidents ought to give Larry Scott a lifetime contract with the TV dollars that he’s pulled from ESPN and Fox.
D. Big East basketball is a weaker draw than expected – No one should be surprised by the weak Big East football numbers. However, the basketball and large market-centric side of the league actually had fewer hoops viewers than any of the power conferences except for the Pac-12, which doesn’t bode well with the league losing the strong draws of Syracuse, Pitt and West Virginia. The Big East was also widely acknowledged as the top conference in basketball last year, so the league was at its competitive peak in the post-2003 ACC raid era. This gives credence to the argument that large media markets in and of themselves don’t matter as much as large and rabid fan bases that draw in statewide audiences.
E. The Big 12 is appropriately valued – For all of the dysfunction of the Big 12, it might be the one conference whose TV contracts are actually in line with their viewership numbers. The Big 12 is ranked #4 among the power conferences for both football and basketball and the likelihood is that it will end up as the #4 conference in TV dollars after the Big Ten, Pac-12 and SEC when all is said and done.
There’s lots of other data to chew on here that I may examine in future posts, but for now, the college conference viewership breakdown is something that I haven’t seen before and puts some quantitative backup to what we have speculated was behind conference realignment moves
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