The Pac-12 has devoted tremendous resources pursuing a different business model than that of, say, the Big 10 Network. Pac-12 Hotline has obtained the first public ratings, and it brings into question the network’s decisions.
The Pac-12 Hotline has obtained ratings for the Pac-12 Networks — ratings the conference, by policy, does not disclose.
An initial canvass of the material reminded me of a conversation with commissioner Larry Scott last month.
I mentioned that the lack of transparency with the ratings led to the presumption that viewership totals were low for the Olympic sports.
If the ratings were good — if they justified the resources (i.e., the six regional feeds) — then the conference surely would want them in the public domain.
“That’s not the reason we don’t share,’’ Scott explained. “We’re delighted with viewership and exposure.”
Upon seeing the ratings, I can understand Scott’s sentiment — at least when it comes to football.
As the Olympic sports broadcasts are concerned, not so much.
Let’s dig in …
During the Saturdays covered in the ratings window obtained by the Hotline, there were four broadcasts of Olympic sports events on the Pac-12 Networks’ national feed.
Ratings are measured in 15-minute segments, so a four-hour football game would have 16 segments.
The four Olympic sports events in question had a total of 22 measured segments. Of those, 21 registered a zero.
That’s right: 21 of 22 registered a zero.
Technically, that zero refers to a share. But a zero share equals a zero rating.
That doesn’t mean that zero people, literally, are watching. But it means that so few people are watching, it doesn’t register with the rating service.
How many, specifically?
Based on the households involved in this particular…