NHL viewership on ESPN and TNT has dropped 22% heading into the All-Star break. The main reason for such a big drop is that both cable nets have doubled the number of games that they have carried compared to last season, from 27 to 54. Bigger schedules of games typically hurt average viewership. However,ESPN, TNT and the league cannot be happy with audience numbers so far this season, which is the second one of the blockbuster media deal signed in 2021. Games have averaged 373,000 viewers on ESPN and TNT so far, down from an average of 478,000 viewers at the same point last season. That does not include the Blues-BlackhawksBlack Friday game on ABC in 2021; if that number was included, the league average would have been 505,000 viewers last season.
TNT FEELING BLACKOUT IMPACT: TNT has averaged 359,000 viewers over 36 games, down 16% compared to the 20 games it carried during the same period last season. One reason for the drop is local blackouts impacted at least seven telecasts in big markets like Boston, Pittsburgh and N.Y. this season. Last season, it had no blackouts. A bright spot is that the Penguins-Bruins Winter Classic at Fenway Park posted the NHL’s best regular-season game yet for cable TV. The January 2 afternoon game averaged 1.78 million viewers, up 31% from 1.36 million for Blues-Wild on New Year’s Day last year in primetime. The two years of the Winter Classic on TNT still are below anything that NBC averaged for the outdoor game since its inception in 2008.
SUNDAY DRAGGING DOWN ESPN: Over on ESPN, 18 games to date have averaged 402,000 viewers, down 35% from 622,000 over just seven games on the cable network at the same point last year. That comparison includes six games on Sunday this season (up against the NFL), as well as a big opening night in 2021. There were no weekend games at this point last season. ESPN's 12 non-Sunday NHL games are averaging 491,000 viewers, which would be on pace to beat last year's average.Total minutes for the NHL on ESPN.com and the ESPN app are up 29% year-over-year, with page views up 38%. ESPN's social media engagements around the NHL are up 224% year-over-year.
I bring a wealth of expertise and enthusiasm in the realm of sports media and television viewership trends. My deep understanding of the dynamics involved in broadcasting, coupled with an analytical approach to data, positions me as a reliable source in discussing the recent NHL viewership trends on ESPN and TNT.
First and foremost, it's crucial to recognize the significance of the blockbuster media deal signed in 2021, marking the second season under this arrangement. Despite the high expectations surrounding this deal, there has been a substantial 22% drop in NHL viewership on ESPN and TNT leading up to the All-Star break. Such a decline demands a thorough examination of the contributing factors.
One key factor driving the decline is the decision by both cable networks to double the number of games from 27 to 54 compared to the previous season. Historically, larger schedules of games tend to negatively impact average viewership. The current average of 373,000 viewers on ESPN and TNT represents a notable decrease from the 478,000 viewers at the same point last season. However, it is important to note that these figures exclude the Blues-Blackhawks Black Friday game on ABC in 2021, which, if included, would have brought the league average to 505,000 viewers last season.
Examining the individual performances of ESPN and TNT reveals specific challenges faced by each network. TNT, over 36 games, has seen a 16% drop in viewership compared to the 20 games it carried during the same period last season. Notably, local blackouts have played a role in this decline, affecting at least seven telecasts in major markets such as Boston, Pittsburgh, and New York. Last season, TNT did not experience any blackouts. However, there is a silver lining in the form of the Penguins-Bruins Winter Classic at Fenway Park, which posted the NHL’s best regular-season game for cable TV with an average of 1.78 million viewers, marking a 31% increase from the previous year.
On the ESPN front, the decline is even more pronounced, with 18 games averaging 402,000 viewers, down 35% from the same point last year. A significant contributor to this drop is the presence of six games on Sundays, directly competing with the NFL, as well as a big opening night in 2021. In contrast, there were no weekend games at this point last season. However, ESPN's 12 non-Sunday NHL games are showing promise, averaging 491,000 viewers and potentially surpassing last year's average.
Despite the challenges in linear television viewership, there are positive indicators in digital platforms. Total minutes for the NHL on ESPN.com and the ESPN app have increased by 29% year-over-year, with page views up by an impressive 38%. Furthermore, ESPN's social media engagements around the NHL have surged by 224% year-over-year.
In conclusion, the decline in NHL viewership on ESPN and TNT demands a multifaceted analysis considering factors such as increased game schedules, local blackouts, and competition with other major sports events. The landscape of sports broadcasting is evolving, and while linear television faces challenges, digital platforms and social media engagement show promising growth in audience interaction.
