Will this World Series be a Home Run for the Networks?

The New York Yankees and Los Angeles Dodgers, two of Major League Baseball’s most iconic teams, are  facing off in this year’s World Series. This legendary matchup dates back to when the Dodgers were based in Brooklyn, and the two teams have faced each other a record 12 times in the World Series—more than any other pairing. Now, after a 43-year break, this historic rivalry is making a comeback, with hopes of boosting baseball’s TV viewership.

Baseball’s TV Viewership Dilemma

Baseball’s popularity, particularly regarding TV ratings, has been overshadowed by other major sports like the NFL and NBA. Over the years, TV audiences for MLB’s championship games have seen a noticeable decline. Last year’s World Series between the Texas Rangers and the Arizona Diamondbacks, for example, averaged just 9.1 million viewers—significantly lower than past high-profile matchups.

This makes the Yankees-Dodgers clash a golden opportunity for Major League Baseball to reclaim some of its lost ground, even if only temporarily. When these teams last met in the 1981 World Series, viewership averaged an impressive 41.4 million—numbers that seem almost unreachable in today’s fragmented TV landscape.

Star Power and Historic Appeal

One reason for optimism is the combined star power of both teams. The Yankees and Dodgers aren’t just known for their history, they’re also home to some of the league’s most exciting players. Fans will be tuning into watch powerhouse hitters like Aaron Judge and Shohei Ohtani, adding even more excitement to the championship.

Although breaking 1981’s record viewership might be a stretch, this series is expected to attract a bigger audience than in recent years. After all, only three World Series since 1968 have surpassed 40 million viewers and two of those involved these same two teams. This historic rivalry could stir up the kind of nostalgia and excitement that pulls in more viewers than any other matchup could.

A Golden Opportunity for Advertisers

From a marketing perspective, this World Series has the potential to generate big revenue. In 2023, national TV ad revenue for the World Series hit $180.6 million despite lower viewership. With two of the sport’s most recognized teams competing, brands are expected to capitalize on the increased buzz. Live sports remain a key draw for advertisers, and this year’s matchup could see a significant boost in ad spending.

While it’s hard to predict if this year’s World Series will reach the same viewership peaks as the past, one thing is certain: the Yankees-Dodgers rivalry brings a unique opportunity to reignite interest in Major League Baseball. With two historic teams, top-tier players, and eager advertisers ready to invest, this championship matchup is sure to have fans and brands alike stepping up to the plate.

Cate Bender, the author, is Project Coordinator of Marketing Keys