The 2015-16 English Premier League season started this past weekend with some very unexpected results but some very good television ratings. Saturday’s four matches on NBC, NBCSN & USA Network combined for 2.02 overnight rating which was the best ever in the United States for the EPL opening Saturday. This rating was up 43% from the prior record set last August. The 12:30pm ET match on NBC, a 2-2 draw between Chelsea and Swansea City, averaged a .93 overnight to rank as the best Saturday opener ever and topped last season’s NBC opener between Arsenal and Crystal Palace by 27%. Moreover the 7:45am ET match on NBCSN that featured Manchester United’s 1-0 victory over Tottenham in the opening match of the EPL posted a .49 rating which was the best overnight rating in the early Saturday window.
The results were surprising to say the least. Arsenal, who many considered a favorite to be atop the league after picking up Petr Cech in the off-season, dropped a 2-0 home match to West Ham. Defending champions Chelsea had a frustrating 2-2 draw with Swansea City. Liverpool were able to pull out a last minute 1-0 victory at Stoke City behind Philippe Coutinho’s “goal of the week” worthy winner. Manchester United squeaked by Tottenham in an evenly played contest 1-0. And yesterday, Manchester City impressed everyone in the way in which they beat West Brom 3-0.
One of the things we know about US sports viewers is that they like stars and that they like big events, especially when it comes to sports outside the “big 4” (football, basketball, baseball, and hockey). People in the U.S. are watching the World Cup in record numbers. The U.S. team’s final match against Belgium had an overnight rating of 9.6 (16 million viewers) on ESPN, the largest rating at the time for a soccer match on ESPN. Also of note, the match between Mexico and Croatia set a record on Univision, as did the Germany-Ghana match set a record on ESPN for most watched soccer match not involving the U.S. national team. These numbers suggest that soccer interest in growing in this country.
Having said this, over half of the goals in the World Cup were scored by players who play in the German Bundesliga, the English Premier League and the Spanish La Liga. With NBC paying the Premier League more than $80 million annually to air every match of the season, Americans can now watch the stars of the World Cups on a regular basis. The U.S. viewership of the EPL has steadily climbed since 2007. Comparatively to Major League Soccer, where ESPN, NBC and Univision pay a combined $30 million, viewership has stayed relatively stagnant since 2009. Within the MLS television deal, many of the games are only available locally or with the MLS Live Subscription. This has caused very strong local fan bases (some of which rival the support of MLB, NFL and NBA teams). Along those same lines, attendance has increased over the last 14 years, with total attendance topping 6 million each of the last two seasons.
The good news is soccer is growing as a sport in popularity in this country. The EPL is a more watched league, as it should be for the average sports fan. After all, the EPL is still a better product. Something Major League Soccer realizes it has to do a better job of is diverting stars (in their prime) away from the EPL and into the MLS. This year the MLS was able to do a substantially better job of this in getting Kaka to Orlando City, David Villa and Frank Lampard to New York City FC, and Steven Gerrard to the LA Galaxy. Meanwhile, they’ve been able to retain U.S. stars like Jozy Altidore (Toronto FC), Michael Bradley (Toronto FC), Jermaine Jones (New England) and Clint Dempsey (Seattle) away from Europe and back into the MLS.
Needless to say, the EPL looks to continue to maintain its dominance after a very entertaining opening weekend, as it clearly is the most popular soccer league in the world. While it may not be the best thing in the world for MLS, the continued rise in U.S. viewership numbers of the EPL speaks very well to the future of the game in this country.