Uh, you should look up the TV ratings for women's volleyball. Be sure to take a magnifying glass.
Um No - you’re wrong again.
Nov 2:
What we do know about the record-smashing TV numbers posted Sunday for NCAA women’s volleyball is that 1.659 million watched the landmark telecast on over-the-air Fox.
That .44 rating blistered the “prime demo” numbers put up on Sunday by the NASCAR Cup playoff race from the venerable Martinsville short track on NBC (.21 with a total-average viewership of 2.196 million), Formula One’s Mexican Grand Prix on ABC (.25/1.080 million), an English Premier League soccer match on USA Network (.10/345,000), an NHL game between the Calgary Flames and Edmonton Oilers on TBS (.10/271,000), a soccer friendly between the U.S. women’s national team and Colombia on TNT (.06/235,000) and an NBA game between the San Antonio Spurs (with 7-foot-4 rookie sensation Victor Wembanyama) and Los Angeles Clippers on NBA-TV (.09/207,000).
The margins between women’s volleyball and the NASCAR and Formula One events were particularly telling, in that both auto races aired in the afternoon on “Big Four” broadcast networks, rather than cable, thus presenting better apples-to-apples comparisons. Noteworthy, too, was the overall viewership for volleyball was 75% of that of NASCAR, which has a loyal audience that skews into the 50+ “geezer” demo. The surge in interest in F1 (wildly popular worldwide) in America has been considered a huge success story, particularly with the treasured younger set, yet women’s volleyball vastly outperformed it in the demo and in total eyeballs.
As for comparing ratings from a broadcast platform that can be accessed by America’s 123 million TV households to cable stations with smaller reaches, yes, that is apples-to-oranges. But volleyball’s performance on Fox did illustrate where the sport might stand on the television pecking order. Consider, too, that the Big 12 match between Oklahoma and Iowa State on Sunday afternoon, airing on the flagship ESPN channel, checked in with 206,000 viewers and a .07 18-49 rating, in the ballpark with the international women’s soccer game and the NBA game.
A last apples-to-oranges comparison: Women’s volleyball on Sunday had 20.4% of the viewers of the World Series game (8.126 million) aired Monday night on Fox. Nothing else might illustrate how dramatically viewing tastes have changed in the 21st Century. I fall solidly in the “geezer demo,” and never in my lifetime did I believe I would see a time when volleyball would even be five percent as popular as the World Series, the annual showcase of America’s Pastime. But there it is.
That’s earth-shattering news for fans of the fast-rising sport.
A viewership in seven figures vividly demonstrated to TV executives that volleyball can attract the casual viewers that fuel growth and intuitively should be a catalyst for more matches to air on broadcast platforms.
As for what we don’t know about the telecast, hang on, it’s important, and we’ll get to that later.
But first, the Nielsen ratings also told us that women’s volleyball absolutely blew away EVERYTHING televised in sports that day not called the National Football League in the “prime” 18-49 demographic. The 18-49 demo is highly coveted by advertisers because their marketing surveys tell them younger viewers are more easily influenced by ads and it is the largest age group at roughly 130 million.
Performance in the key demo is considered even more critical than overall viewership to television decision-makers, in that it heavily influences the CPM (cost per 1,000 impressions) that is a significant component of the formula that determines how much TV channels charge for a 30-second ad spot.
On Sunday, the volleyball telecast on Fox posted a rating of .44 in the 18-49 demo. In the shifting landscape of linear television, that rating is stupendous, even if it means that fewer than one-half-of-one-percent of the potential viewership pool in 18-49 tuned in, as determined by Nielsen’s scientific sampling of U.S. TV households.