The Red Sox are back atop the American League.
And their ratings are as well.
While the Red Sox will never regain the omnipresent popularity they enjoyed in the early aughts, signs are pointing towards a resurgence. In fact, the Red Sox are even drawing better among young people than during their last two World Series runs.
That’s right: NESN’s numbers among viewers 18-34 are the highest they’ve been since 2011.
So what’s going on here? The most obvious explanation is the Red Sox’s record. At 55-36, they’re tied with Houston for the most wins in the AL. When the Red Sox won a franchise-record 108 games in 2018, their average TV rating on NESN in primetime was 7.26.
Two weeks ago, their Friday night opener against the Yankees drew a 7.10 household rating. Overall, viewership for Red Sox games on NESN is up 84 percent compared to that dismal summer of 2020.
But there are other components at play, too. The 2019 Red Sox were an unlikable and underachieving bunch, much like this year’s Celtics, who also experienced a ratings decline. This season, the Red Sox are robust underdogs, complete with quirky routines such as the post-home run laundry cart.
Without getting too cheesy, the euphoria surrounding the elimination of Covid restrictions may also be contributing to the Red Sox’s surge. While all sports suffered without fans, the sight of an empty Fenway was especially dispiriting, and that's before we get to their ghastly 5.58 team ERA.
There are few activities more synonymous with summer in Boston than catching a game at Fenway Park. One of the highlights of the first half came May 30, when 25,089 fans all came to their feet and showered Adam Ottavino with an ovation after an inning-ending strikeout.
It was the first time Fenway was rocking in well over a year.
It's back pic.twitter.com/TrHb2JQSQG
— Red Sox Stats (@redsoxstats) May 29, 2021
There’s been a visibly younger crowd at the ballpark this summer, and it’s due to more than people's desire to get out after a year of isolation. There are many places for people to go and enjoy a (soggy) summer night. But take it from this Instagay: Fenway is the perfect backdrop. It’s an iconic Boston institution where you get to hang out and drink with your friends outside all night.
That’s not a bad deal. Plus, the action does’t always demand your attention. The game serves as a backdrop to your night out, rather than the main event.
The same can be said for putting the Red Sox on TV. And if you do miss something, “@Jomboy” or Jared Carrabis will probably have the clip on Twitter. Baseball highlights are tailor-made for social media, and the game has some excellent young promoters.
There’s always been a disconnect between detractors of the Red Sox and rest of the city. Despite all of the caterwauling about baseball’s impending death, the Red Sox still dominate the Celtics and Bruins in the ratings.
And this season, they’re dominating on the field. The Red Sox are good again, and baseball in Boston is back.
