A MLB se le cumplió su deseo: jóvenes ven beisbol nuevamente

El primer mes de la temporada 2020 de las Grandes Ligas fue todo un éxito. Quizás no por el cumplimiento del protocolo de seguridad, ni por la ausencia de contagios entre peloteros y el personal, sino porque a Major League Baseball (MLB) se le cumplió su principal deseo: la juventud se interesa más en el beisbol.

El porcentaje de audiencia en Major League Baseball TV durante el primer mes de campaña fue superior al inicio de zafra en 2020. Pero, de acuerdo a The Athletic, esa cifra se elevó por el creciente interés de “adultos jóvenes” por los encuentros que se celebraron durante agosto.

Y las cifras deben ser motivo de orgullo para MLB. Con una pandemia que no permite el ingreso de aficionados a los estadios y una competencia como la postemporada de la NBA, tener un incremento de aficionados en las suscripciones es una buena noticia para Rob Manfred, comisionado de las Mayores.

La demografía, hace más resaltante todavía la noticia. Mujeres y gente joven, dos grupos que no acudieron precisamente al béisbol en los últimos años, son los que más sintonizaron canales regionales y se suscribieron a servicios pagos para ver los encuentros de las Grandes Ligas.

«Teniendo en cuenta todo lo que la MLB enfrenta este año al comienzo de su temporada, desde COVID-19 hasta competir directamente con los playoffs de la NHL y la NBA, estadísticas son aún más asombrosas», aseguró Nielsen Ratings, un sistema que mide la audiencia en la televisión de los Estados Unidos. “Los adultos jóvenes (mujeres y hombres de 18 a 24 años) han impulsado la mayor parte del aumento general de la visualización. Los hombres de 18 a 24 años han aumentado un 26%, pasando de 71.000 a 89.000 espectadores en todos los mercados. Y las mujeres de 18 a 24 años han aumentado un 41%, pasando de 40.000 a 56.000 espectadores».

Esa declaración es como música para los oídos del alto mando en las Grandes Ligas. En el último lustro modificó el reglamento, modificó conductas y cambió todo tipo de aspectos en el juego para hacer más atractivo el beisbol a los jóvenes.

MLB tiene cifras para ilusionarse… ¿gracias a Fernando Tatís Jr.?

Nielsen encontró cifras que seguramente dibujaron una sonrisa a Rob Manfred en su rostro. Tras analizar la audiencia durante los primeros 14 días de temporada en 2020 en comparación a la misma muestra en 2019, hubo un aumento de 120.000 espectadores a 2.8 millones.

En los encuentros de MLB, en 2020 hubo un incremento del 15% entre las mujeres con edades entre 25 y 54 años de edad. «Las personas más jóvenes (menores de 55 años) han pasado del 44,1% de la audiencia en 2019 al 47,1% en 2020», continúa el reporte de Nielsen.

En la investigación de la empresa, cinco equipos tienen un peso especial en ese aumento de espectadores. Los Padres de San Diego, equipo en el que destaca Fernando Tatís Jr., está a la cabeza. San Luis, Minnesota, Cleveland y Cincinnati son los otros mercados en el que hubo un crecimiento sustancial.

Fernando Tatís Jr. es la cara de MLB en la actualidad
Fernando Tatís Jr. es la nueva sensación de MLB Denis Poroy/Getty Images/AFP

El panorama fuera de MLB es similar. ESPN informó que sus transmisiones promedian 1.052 millones de espectadores, un 13% más que el promedio de la temporada 2019. Entre esas cifras, la juventud también dijo presente. Hubo un aumento del 55% entre las mujeres de 18 a 34 años, mientras que el grupo de adultos de 18 a 34 años aumentó un 45%.

¿Cuál ha sido el impacto del cambio de las reglas en el éxito de 2020?

Hay una respuesta obvia para explicar el aumento de los espectadores en las transmisiones. En confinamiento, sin poder acudir a los estadios, ver los juegos por televisión es la única vía. Sin embargo, especialista dan crédito a las decisiones tomadas por Major League Baseball (MLB), que se propuso acelerar el ritmo de los encuentros.

Reducir las visitas al montículo, limitar los cambios de lanzadores y evitar encuentros maratónicos fueron fundamentales. Además, potenciar el contenido en redes sociales, algo importante para llegar al mercado de la juventud.

«Los cambios en el reglamento que se implementaron, o que ya se implementaron antes de esto, fueron claves», afirmó el consultor de medios, Lee Berke, como una posible razón al éxito de MLB en 2020. “No creo que a nadie extrañe la gran cantidad de cambios de lanzadores. ¿Correcto? No creo que nadie se pierda por no pasar demasiado rápido a la siguiente entrada».

Así que MLB tiene una buena noticia entre contagiados y desilusiones por romper reglas no escritas. Finalmente la juventud se interesa por el beisbol nuevamente y todo indica que lo mejor está por venir.

«La audiencia de los hombres de 55 años o más bajó un 7%, pasando de 960.000 en 2019 a 889.000 en 2020. Sin embargo, esto es solo durante las dos primeras semanas, y es necesario estar atento a cómo progresan las cosas durante la temporada antes de sacar conclusiones definitivas», cerró el reporte de Nielsen.

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