Why NBC No Longer Broadcasts Major League Baseball During Weekday Afternoons

The network of NBC has not broadcasted Major League Baseball (MLB) games on weekend afternoons during the regular season since 1989. Determining the exact reason involves a detailed examination of broadcasting rights, audience viewing habits, and strategic business decisions.

The Economics of Broadcasting Professional Sports

The decision not to air MLB games during certain time slots is a complex one, deeply rooted in the economics of professional sports and broadcasting. Broadcast networks pay exorbitant sums for the rights to air sports games. These payments are essential for teams to meet their massive payroll obligations, which are far beyond the revenue generated from ticket sales and concessions alone.

For networks, this investment in broadcasting rights is a way to monetize their airtime through advertising revenues. Broadcasters often pay millions for 30-second spots during high-profile events such as the Super Bowl. This underscores the significant financial stakes involved.

The Role of Viewing Habits and Revenue Optimization

Weekend afternoons are notoriously the slowest periods for sports viewership. Even the NFL, known for its massive audiences, sees significantly lower viewership levels on Saturdays and Sundays compared to prime-time slots during the week, typically from 8 to 11 PM.

In response to these viewing patterns, networks strive to optimize their revenue. This often means reducing costs during off-peak hours. Weekday afternoons fall squarely into this category, making them less profitable to air with high-cost MLB games.

As a result, networks have opted to air cost-effective programs such as golf, tennis, figure skating, and bowling. These sports are less expensive for broadcasters to air, but still attract some viewership, thereby reducing the revenue gap during these periods.

MLB and Viewing Habits

The rise of the modern era of baseball has also influenced the decision. With astronomical salaries, many teams now prefer to minimize their afternoon games. Out of a 162-game season, only about 25 afternoon games are played, making it a less lucrative time slot for both teams and broadcasters.

Moreover, the heat can be a significant factor for players, particularly pitchers, who face unique challenges during high-temperature games. The historical trend of MLB being a twilight sport, i.e., with its peak viewing times in the evening, further supports this decision.

The Shift in Broadcasting Focus

The decline of NBC’s control over MLB broadcasting can also be attributed to changes in the sports calendar. Events like Sunday Night Football have shifted viewership patterns, and contracts with major events like the Olympics further limit NBC’s ability to air MLB games during weekday afternoons.

Additionally, the proliferation of cable networks has significantly impacted how baseball is broadcasted. Networks like ESPN, ESPN2, TBS, WGN, and MLB Network consistently broadcast weekend baseball, drawing a larger and more diverse audience.

For NBC, it’s a strategic decision to focus on timeslots that generate higher ratings and more revenue, and to let other networks cater to the afternoon baseball niche.

Conclusion

The decision not to air MLB games during weekday afternoons involves a wide array of factors, including the economics of broadcasting, viewing habits, and strategic business choices. While it may seem like a significant loss to baseball fans, it is part of the broader landscape of professional sports broadcasting.

The trend towards afternoon baseball being aired on different cable and network schedules has become a significant shift in how the sport is consumed by audiences around the world.