Q1 2017 eSports TV Ratings

Q1 2017 ESPORTS TV RATINGS

That's a TV. (Photo: SciptMag)

That's a TV. (Photo: SciptMag)

TNL Take: Yesterday, we looked at the big increase in Brands investing in eSports in Q1. This is across digital platforms, events, team and player sponsorships and a slew of other options.

Now let’s see how eSports performed on TV.

TNL Infographic 032: Q1 2017 eSports TV Ratings (Infographic: The Next Level)

TNL Infographic 032: Q1 2017 eSports TV Ratings (Infographic: The Next Level)

Outside of ELEAGUE’s Counter-Strike Major and it's first fighting event with Street Fighter, almost all Q1 programming was basically sports, EA Madden NFL and EA FIFA.

I believe in the Fighting Genre for eSports for two reasons: I love it and more importantly, a child can understand the game.  You need a physics degree to watch a game like League of Legends if you’ve never watched it before.

FYI: Two-time college champion for Street Fighter 2 on Super Nintendo Entertainment System. #BringIt

The #1 viewed eSports program in 2016 was Mortal Kombat, a fighting game which went against the Grammy’s no less.  ESPN's EVO Championship, another fighting tournament, had more viewers than 10 Counter-Strike events including their Season 2 Finals.

So why?

Why did this past Friday’s viewership of ELEAGUE’s Street Fighter event only get 200,000 total viewers - about 30% less than the Average Total Viewership for both Counter-Strike seasons?

Why did it only beat the Madden Bowl on the NFL Network by only 5% when TBS is in ~15M more households?

Why did the Madden Challenge get 91,000 viewers which would have made it almost the lowest viewed eSports event in the last two years?

Why do we park on driveways and drive on parkways? 

I don’t nor do I believe anyone else has a definitive answer to any of these questions but I’ll take a few stabs:

 

1/ TIME SLOTS

Friday at 10PM is “the graveyard for TV programming”. I’ve said this numerous times and there’s no way TBS is going to put eSports on Prime Time where they generate millions in ad revenue.  Re-runs of "The Big Bang Theory draws' a much larger audience and Turner Ad Sales doesn't need to explain anything to sell it.

The Madden Challenge on the NFL Network was not only on Sunday night – the most popular TV viewing day – but at 9PM going against "The Walking Dead", MLB Opening Weekend, and "Keeping Up With The Kardashians" - don't lie, I know you watch it

So ELEAGUE Street Fighter at the worst time and EA Madden against serious competition.

Not a good formula.

 

2/ TOO MUCH CONTENT

Friday’s televised event was the culmination of a several days of live streamed Street Fighter content. After hours of programming, more than likely only the hardcore fans wanted to watch the Finals at 10PM on a Friday night.

Further, there was also League of Legends on Twitch – which kills it in viewership every time – Gears of War tournament, Madden and ESL Counter-Strike Pro-League on YouTube.

Yet for all the millions Turner poured into the studio – which looked absolutely amazing – the marketing and the continual press; the Street Fighter event ranked as the #17 watched show out of the 19 eSports programs Turner has put on.

 

3/ MADDEN VS. PROGRAMMING

This is the most curious one for me. Lot’s of people have said Sports eSports won’t work – I’ve even said it.

But the NFL has been around for decades, instantly recognizable and I’d bet more people know who Julio Jones is than Blanka – that’s a character in Street Fighter BTW.

So should have Madden done better?

Madden at 9PM was going against some of the most top rated shows and events on Sunday on a smaller scale sports channel - so not expected.

But why couldn't it have been put on earlier when the NFL Network was basically showing nothing?

 

I'll leave with this stat which I think is interesting. Although ELEAGUE's Street Fighter may have "only' gotten 200,000 Viewers look at both Total and 18-49 vs. the MLS:

MLS vs. ELEAGUE TV Ratings (Chart: Sportstvratings.com)

MLS vs. ELEAGUE TV Ratings (Chart: Sportstvratings.com)

Pretty much dead even for 18-49 viewers although demo's would be different.

But in a mantra I'll continue to say:

I don't care about the next 12 months. I care about the next 12 years.

2017 eSports TV Programming Grows 4X

2017: ESPORTS TV PROGRAMMING GROWS 4X IN Q1

eSports TV Programming Grows 4X In 2017 (Graphic: Christopher Reath)

As we near the end of the first quarter of 2017, let’s take a look at what’s happened with eSports across the TV landscape.

 

PROGRAMMING

TNL Infographic 029: 2017 TV Ratings (Infographic: The Next Level)

Clearly the biggest change between 2016 and 2017 is the increase in programming. Whereas Q1 2016 had just 2, Q1 2017 will have 9 events on TV.

Naturally we also saw an increase in TV Networks as well with 2 in 2016 and 5 in 2017, with the biggest being the first eSports program on ESPN’s flagship channel.

 

RATINGS

 

Last week, I covered how eSports isn’t even close to traditional sports TV ratings yet, so no need to rehash that. However, even with a much smaller audience, there’s some interesting data:

  • Not surprising that the ELEAGUE Major was #1 but I'm very interested to see how their first Street Fighter event performs.  Considering that another Fighting game - Mortal Kombat - was the highest rated show for 2016, I'm bullish on the genre

 

  • Sports titles dominated Q1 with 7 of the 9 programs – granted there were some Tape Delays and Replays

 

  • EA's FIFA also performed well. The Miami regionals had more than double the audience of last years FIFA Interactive World Cup Finals - 96,000 vs. 41,000

 

MEDIA DEALS

 

I've said that I believe that one of eSports big themes for 2017 will be media rights and distribution.  The partnerships continue to flow.

 

January: The Big 10 Network agreed to a deal with Riot Games to host a League of Legends season spanning 2 months with 12 schools like Michigan, Ohio State and Wisconsin participating (The Big 10 Network is a joint venture between the Big 10 Conference and Fox Entertainment Group).

 

ESPN Brazil Launches 3 eSports Shows (Photo: ESPN)

February: ESPN Brazil announced 3 new weekly eSports TV shows as well as multiple game championships.  The shows consist of:

  • Multiplayer: An eSports "simulator"
  • Match Making:  Friday news show covering the Brazilian eSports scene and interviews with Pros
  • Arena eSports: Saturday show focused on global eSports

ESPN Brazil also has a deal with ESL to broadcast part of the Brazil Premier League. The agreement will bring 200 hours of programming.

 

GINX eSports TV Expands To MENA (Photo: GINX eSports TV)

GINX eSports TV is now in the MENA (Middle East/North Africa) region via partnership with the OSN network. GINX eSports TV becomes the area's 1st 24-hour dedicated gaming channel.

GINX eSports TV is now 40+ countries, 9 languages and 36 million homes.

The CW To Broadcast eSports Event During Primetime

THE CW TO BROADCAST ESPORTS EVENT DURING PRIMETIME

H1Z1 Documentary Series and Tournament on The CW (Photo: Daybreak Studios)

The documentary series will follow Rick Fox's eSports team Echo Fox which was one of the earliest teams to invest in H1Z1.

Although H1Z1 is relatively new having launched 2 versions of the game in February 2016, it's quickly picked up eSports teams signing players and generated decent viewership on Twitch.

While this is a big opportunity to showcase H1Z1 to the masses, there are a few interesting details related to the tournament:

  • Only 4 teams have been announced for the event - Echo Fox, Rogue Gaming, Denial and Panda Gaming - with 11 remaining spots remaining with less than 2 months left. Individual players can enter however will need to be signed by an eSports team
  • Those entering the event can't use their own hardware or peripherals. ASUS ROG are one of the sponsors for the tournament...who also sponsor Echo Fox
  • All team jerseys with sponsors must be approved prior to the event

Take note of the last 2 points.

As eSports continues to gain momentum and mass exposure, more restrictions are going to come down from the game publishers regarding their IP.

It's great to see The CW network invest in eSports and we'll see if they can beat their 2016 ratings as well as top 2017 to date.

2017 eSports TV Ratings (Infographic: The Next Level)

Did You Watch the Super Bowl Or eSports This Weekend?

DID YOU WATCH THE SUPER BOWL OR ESPORTS THIS WEEKEND?

New England Patriots vs. Atlanta Falcons In Super Bowl LI (Photo: EA Sports)

TNL Take: This weekend saw amazing sports competition. Intense rivalries.  Fans going crazy. Fierce action.

And there was also the first half of Super Bowl LI.

I'm kidding.

You were more than likely part of the ~110M around the country that watched The Biggest Event Of The Year™. In the ever shifting media landscape, there is no other vehicle that engages us Americans for 3 hours every year than the Super Bowl.

However this weekend also saw some big developments in another area.

In the perfect timing department, this past Thursday I wrote about my belief that 2017 will be a pivotal year for eSports broadcast rights and TV/Distribution monetization.

Then on Friday came this announcement: EA Sports is partnering with NFL Network and Univision to broadcast this weekend's Madden Bowl and another deal with ESPN to show this weekend's FIFA Regional Finals in Paris.

Madden Bowl 17 Championship Belt (Photo: EA Sports)

Let's start with Madden first.

That Madden Bowl being broadcast on the NFL Network wasn't anything new - I even mentioned that also last week - but the addition of Univision Deportes is great to see.  This is the 2nd eSports program for Univision after airing December's Madden Classic in LA.

The ratings will be out shortly and I'll provide an update but here's a viewership comparison:

  • NFL Network [Fri 1/27 9:00PM - 10:00PM]  129,000 and 58,000 in 18-49
  • Univision Deportes Madden Classic [12/5 9:00PM - 10:00PM] 23,000 and 18,000 in 18-49

Any eSports numbers equivalent to prior programming is probably considered a win.

Madden Bowl was also streamed across EA.com, Twitch, Facebook and YouTube Gaming. Checking throughout the broadcast, Twitch was drawing ~3X the viewers as YouTube Gaming or Facebook, which were both about the same:

Madden Bowl Streaming Viewership - Twitch, Facebook, YouTube Gaming (Photo: Manny Anekal Twitter)

Considering it's still very early days for competitive Madden and this was only the 2nd Major, the streaming audience wasn't bad. In fact, during the Friday Madden Bowl Finals, the individual channel had the highest peak viewership on Twitch - equal to eSports powerhouse DoTA2, more than Ubisoft's Rainbow 6 Invitational and much more than the Halo Championship Series.

The entire Madden Bowl was amazing with the Finals coming down to the wire and Chris "Dubby" McFarland taking home the belt and $75,000.

EA Sports FIFA Paris Regional Finals (Photo: EA Sports)

EA Sports FIFA Paris Regional Finals (Photo: EA Sports)

More interesting was EA Sports FIFA partnership with ESPN which will be the first time the network airs an eSports event on its flagship channel.

As it's already been noted, the ESPN broadcast is not only tape delayed but runs smack in the middle of the Super Bowl.  Here's what ESPN aired last year against Super Bowl 50 and how it compares against eSports on TV:

eSports On TV and ESPN 2016 Super Bowl Programming (Chart: The Next Level)

It's a smart counter-programming move with very little downside. I'm eager to see what the ratings will be.

Here's the full schedule for FIFA across ESPN and Univision:

  • Saturday, February 4th (Paris): Live at 12pm on ESPN Deportes & ESPN3
  • Sunday, February 5 (Paris): 6-7pm ESPN (Tape Delay)
  • Saturday, February 11 (Sydney): Live at 3am on ESPN Deportes & ESPN3, 7am on ESPN2 (Tape Delay)
  • Sunday, February 19 (Miami): Live at 7pm on ESPN2 & ESPN Deportes
  • Saturday, April 8 (Vancouver): Live at 8pm on ESPN2 & ESPN Deportes
  • Saturday, April 22 (Singapore): Live at 6am on ESPN2 & ESPN Deportes
  • Saturday, May 6 (Madrid): Live at 11am on ESPN2 & ESPN Deportes
  • Saturday, May 20 (Berlin – Grand Final): Live at 11am on ESPN2 & ESPN Deportes

Further, the FIFA Finals featured an Athlete sponsored by German Soccer team FC Schalke 04, one of the 30+ Pro Teams that have invested in eSports.

EA Sports FIFA Paris Regional Finals (Photo: EA Sports)

Looks like 2017 should easily eclipse 2016 in terms of eSports on TV.