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Baseball on Fox flat
USA TODAY, June, 2008 by Bob Kimball
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Spectator sports
Inside the industry
The baseball folks at Fox hope their ratings for major league games heat up just like the summer weather and the division races.
The network is drawing 2% of U.S. households to MLB telecasts, down from 2.5% at this time last year.
"The difference is being backloaded and frontloaded," said Mike Mulvihill, Fox's vice president of programming and research.
He means that in 2007 there were more top matchups toward the beginning of the season. But in 2008, it's the opposite.
"This year, we've had just one Red Sox-Yankees game ... last year by this time, we'd had three already. Overall last year we had the Yankees on six times ... this year, three times."
"We knew we would be a little bit weak (this season)," Mulvihill said.
Fox's deal with baseball allows the showing of a team nine times ...
