Dodgers and Angels Ratings Soar

The Dodgers on Prime Ticket and Angels on FOX Sports West are posting big ratings increases in the Adults 25-54 demo. Compared to the 2011 final deliveries, the two teams have shown the biggest gains amongst all O&O MLB teams in this demo category:

The Dodgers have been making recent headlines in the trade market, which have translated into a demo ratings growth of 148% (compared to the 2011 season final). While the additions of Shane Victorino and Hanley Ramirez have certainly sparked the fan base, it was the recent blockbuster trade, headlined by Adrian Gonzalez, that will certainly keep driving this current ratings trend upward. To encapsulate the impact of the recent acquisitions, last weekend's telecasts on Prime Ticket saw an audience growth of 46% in households and 87% in the A25-54 demo (compared to the current season average prior to the weekend).

With no surprise, the Angels ratings are greatly attributed to the on-field successes of Mike Trout and Mark Trumbo. Their youthful presence, combined with superstar Albert Pujols' second half surge, have brought in a much younger audience composition posting a 105% increase in the A25-54 demo (vs. the 2011 season).

To capitalize on the above ratings trends, both RSNs are using various marketing, production and social media tactics to reach this younger audience...


Marketing: 
Halo Express - The bigger-than-life Angels bus continues to frequent Southern California by transporting groups, including patients from Children's Hospital LA, numerous Boys and Girls Clubs, teachers from FS West's adopted school, Santee Education Complex, and many more.

Digital Outdoor Boards - Digital billboards were strategically placed throughout LA and Orange County to help drive tune-in and keep the teams top-of-mind by delivering nightly scores in real-time.

Production/Social Media:

Angels Weekly - New "Angels Weekly" host, Alex Curry, has developed a strong fan following with her youthful and vibrant personality and is consistently delivering compelling “behind the scenes” stories.

Social Media Integration - In addition to Vin Scully mentioning Twitter earlier this month, both production teams continue to integrate social media into every telecast, from player Tweets, ie. Gonzalez, Beckett and Punto plane picture from last Saturday, to fan comments/questions.

Team Social Media Support - Prior to each game, both Angels and Dodgers are supplied with respective pre-game show highlights - such as live guests, discussion topics and exclusive features - for inclusion in their team generated Tweets and Facebook posts.

FoxSportsWest.com:
Digitally, our content team delivered a vast amount of video and written material last weekend to support the Gonzalez trade coverage on Prime Ticket:

VIDEO & WRITTEN CONTENT
Gonzalez to LA
All of the pieces are in place
Gonzalez and Fans
Gonzalez, Punto welcomed by new team
New Dodgers in Town
Manager, Don Mattingly talks trade
Owner, Stan Kasten talks trade
Gonzalez warms up to new team
Dealing Dodgers (Kevin Kennedy Insider)

Newest Dodgers happy to be in LA:
Mega Deal proves Dodgers mean business