Since trade deadline, Yankees have hit home run with TV and streaming numbers
The New York Yankees on YES Network saw their TV and streaming numbers increase dramatically as the team’s standings fortunes corrected.
As with everything New York Yankees, fans tend to switch their emotions from hot to cold. Every loss is a call for the dismissal of manager Aaron Boone or general manager Brian Cashman. Sports talk radio calls appear to be both therapy and a futile case of anger management failure.
If you want to “blame” someone for all of this, you have to start with the late George Steinbrenner. “King George,” the manic, motivated and controversial Yankees owner was desperate to win. Fans, many of whom are generational, expect this from his son Hal, who is now the majority owner of the club. Having not won or participated in a World Series since 2009, the fate of the Yankees seems to be a matter of life and death.
So it’s no surprise that on July 30 – the MLB trade deadline day – Yankees fans had a little more hope. Weak with left-handed Bats, the day before Cashman’s trade for star Joey Gallo with the Rangers. On Friday, on the trade deadline, he made a deal to bring Anthony Rizzo from the Cubs.
Whether it was the hope that Cashman took the lead for two of the biggest plums of the trade deadline or the fact that the addition and free fall of the Red Sox in the rankings, the Yankees’ audience on YES Network suddenly went up increased TV must see. Although I reported that by the time of the All-Star hiatus, the total number of TV households on YES had fallen by -6%, by August the Bronx Bombers see their best numbers since 2019, the last season played in 162 full games.
According to Nielsen Media Research via YES Network, they average 317,000 total viewers for its Yankees games this month, its best viewing month of the season.
Returning to the trade deadline, YES reports that their streaming numbers on the YES app are recording an average unique streams per Yankees game up + 16% from its seasonal average.
Every prime-time YES Yankees game last week was the most-watched English-language prime-time show that night: Thursday Night vs. Twins; Wednesday night against Red Sox; and Monday Night Against the Angels in New York’s Designated Market Area. Thursday night’s Twins-Yankees game marked the Yankees’ fourth game in August to smash the Top 15 YES App Yankees Games this season for the most unique streams.
The Yankees were 54-48 (0.529) in the standings as of the trade deadline, placing them 3rd in the AL Eastern standings and 3.5 games off the Wild Card of the ‘AL. Now they are number one in the AL Wild Card, 2 games ahead of the Oakland A and 4.5 games behind the Tampa Bay Rays for the 1st in the AL East.
As the Yankees go, fan interest goes too. Hot or cold, there’s never a dull moment with the Bronx Story Team.