January 4, 2011
Viewership Less Urgent As Bowls Go to Cable
By RICHARD SANDOMIR, THE NEW YORK TIMES
All at once this January, the Bowl Championship Series games that were broadcast fixtures were instead on cable.
The Rose Bowl shifted from ABC to ESPN, its superior at the Walt Disney Company, which owns them both. The Fiesta, Orange and Sugar Bowls left Fox for ESPN, as did the B.C.S. title game, which will be played Monday.
The shift was primarily about ESPN’s outbidding Fox by $100 million to carry the games from 2011 to 2014. The effect of this broadcast-to-cable shift is usually a drop in viewership. Old-line networks play to 116 million TV homes; ESPN has about 100 million subscribers.
With ESPN reaching 86 percent of the broadcast universe,
some viewers, somewhere, are being disenfranchised. As sports have moved to cable,
we’ve seen the viewership fall. It has happened in the N.B.A., the British Open, “Monday Night Football,” the Breeders’ Cup and Nascar. The nine Chase for the Sprint Cup races that left ABC for ESPN last year had a 20 percent drop in viewers, to 4.4 million.
And,
predictably, viewership fell for the Rose (14 percent), Fiesta (30 percent) and Orange (22 percent) Bowls from the games that played in the comparable time slots last year. The Sugar Bowl on Tuesday reversed the trend, with a 25 percent gain in Ohio State’s 31-26 win over Arkansas.