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 MLB Network was the largest cable channel launch in history, but until now, it’s been unknown how programming on the network would rate. Now at 55 million subscribers, newly released data from Nielsen Media Research shows that only a small fraction of the subscribers are watching.
According to the SportsBusiness Journal, “MLB Network is averaging less than 100,000 viewers in prime time, making its viewership more comparable to channels like Logo and Military Channel than to ESPN or Versus.”
While programming has been highly praised, including four Sports Emmy Awards last month, “only Fox Soccer Channel averaged fewer viewers in prime time and single day in April.”
Still, according to some analysts, as well as MLB Network’s President Tony Petitti, the slow start is part of growing up saying, “We feel good about where we are.”
For one, regardless of ratings, those 55 million subscribers pull in licensing fees from carriers, as well as solid advertising revenue streams.
How does MLB Network stack up? Select READ MORE to see data from Nielsen Media Research by way of the SportsBusiness Journal
| MOST-VIEWED TELECASTS* |
| How MLB Network’s most-viewed programs compare with the most-viewed offerings on other networks, both sports and non-sports channels. |
| Rank |
MLB Network |
Date (day) |
Viewers (000s) |
| 1 |
MLB: Yankees-Red Sox |
4/6 (Tues.) |
350 |
| 2 |
“MLB Tonight” |
4/6 (Tues.) |
343 |
| 3 |
MLB: Angels-Yankees |
4/15 (Thurs.) |
322 |
| 4 |
MLB: Phillies-Braves |
4/20 (Tues.) |
204 |
| 5 |
“On Deck Circle” |
4/15 (Thurs.) |
190 |
|
| SPORTS NETWORKS’ MOST-VIEWED PROGRAMS (TOP 3) |
| Rank |
NFL Network |
Date (day) |
Viewers (000s) |
| 1 |
NFL Draft: Day One |
4/22 (Thurs.) |
1,031 |
| 2 |
NFL Draft: Day Two |
4/23 (Fri.) |
561 |
| 3 |
“NFL Total Access” (midnight-1 a.m.) |
4/22 (Thurs.) |
381 |
| Rank |
Speed |
Date (day) |
Viewers (000s) |
| 1 |
“NASCAR RaceDay” |
4/18 (Sun.) |
1,030 |
| 2 |
“NASCAR RaceDay” |
4/25 (Sun.) |
909 |
| 3 |
NASCAR Sprint Cup Qualifying: Phoenix |
4/9 (Fri.) |
762 |
| Rank |
Golf Channel |
Date (day) |
Viewers (000s) |
| 1 |
“Live From The Masters” |
4/10 (Sat.) |
846 |
| 2 |
“Live From The Masters” |
4/9 (Fri.) |
521 |
| 3 |
“Live From The Masters” |
4/11 (Sun.) |
519 |
| Rank |
Fox Soccer Channel |
Date (day) |
Viewers (000s) |
| 1 |
UEFA Champions Lge Qtrfnl: Bayern Munich-ManU |
4/7 (Wed.) |
252 |
| 2 |
EPL: Tottenham Hotspur-Chelsea |
4/17 (Sat.) |
228 |
| 3 |
UEFA Champions Lge Qtrfnl: FC Barcelona-Arsenal |
3/31 (Wed.) |
216 |
|
| OTHER NETWORKS’ MOST-VIEWED PROGRAMS |
| Network |
Program |
Date (day) |
Viewers (000s) |
| TV1 |
“LisaRaye” (9:30-10 p.m.) |
4/8 (Thurs.) |
898 |
| DIY |
“Indoors Out” (3-3:30 p.m.) |
4/18 (Sun.) |
409 |
| MILITARY CHANNEL |
“World At War” (11 p.m.-midnight) |
3/31 (Wed.) |
349 |
Source: SportsBusiness Journal
 Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.
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MLB Network / Extra Innings 
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I think what will define success for MLBN is not the number of viewers, but the clearly defined demographic.