Even when the current World Series match-up of Giants versus Rangers was just a possibility, I began to hear chatter to the effect of “Bud Selig and Fox are going to hate having two small-market clubs in the World Series.” But, I don’t think Major League Baseball or its broadcast partner are all that upset.
First, while Dallas and San Francisco may not have the historical cachet as big markets, they are not small markets. According to Nielsen, Dallas and San Francisco are the fifth and sixth largest television markets in the country. I didn’t hear similar complaints when eighth-ranked Boston was in the Series. Sure, Yankees-Dodgers would have a lot more households, but unless you want to radically alter the competitive balance of the league to guarantee these markets a place in the Series, a 5-6 match-up is an above-average pairing of media markets.
Second, I don’t think Selig has a preference for which teams make it to the World Series, except for the Brewers. The broadcast contract the League signed with Fox is already in effect. MLB’s television revenue stream is set. And having two new markets host the championship games gets two large and enthusiastic fanbases out spend more money on tickets and merchandise. What about future World Series? If Yankees-Phillies had drawn more fans, then maybe MLB would get more in its next contract. But, this requires quite a bit of naivety on the broadcasters’ part. When looking at the revenue-generating prospects of a World Series, I doubt that television executives blindly look at the the ratings without putting them in context. The rules of baseball make it likely that many “small-market” clubs will get to and advance into the playoffs. Another year of Phillies-Yankees wasn’t going to do much to fool anybody.