McAdam: Later start time for home games a misstep by Red Sox

When it comes to marketing, Major League Baseball seemingly can't get out of its own way.

The sport has failed to properly promote a host of young stars, ceding increasingly more ground to the NBA. In recent years, the pace of the game has slowed to a snail's pace, turning off viewers unwilling to devote three and a half hours on a nightly basis. Surveys show that young fans, in particular, find the games lack sufficient action.

More recently, the inability to reach an agreement with the Players Association earlier this summer cost Major League Baseball the opportunity to seize the sports landscsape for itself. Hindered by needless infighting with the union, MLB squandered the chance to have the sports TV stage to itself throughout July. That head start -- before the NBA and NHL return -- could have provided some much-needed momentum to the game.

Unfortunately, baseball's tendency to self-immolate isn't restricted to the national level -- as the Red Sox demonstrated Monday night.

The release of the 60-game schedule came with the news that the Sox will push back the start time for home games from 7:10 p.m. to 7:30 p.m. Twenty-three of the 30 home games will start at 7:30, the latest start time for home games in several decades.



Yes, you read that correctly: At a time when the chief complaint about baseball is that the games run too long, the Red Sox have voluntarily ensured that their games will run later than ever before.

Last year, the average time of a MLB game was 3:10, the longest in history. The Red Sox, meanwhile averaged 3:25 and played

What's next? An appeal by the organization to do away with some of the speed-up rules implemented in recent years in order to squeeze in more advertising spots between innings?

The rationale offered by Red Sox officials: with no fans (currently) allowed in Fenway and the games consumed as a TV/Radio product only, the 7:30 start time will enable NESN to maximize its prime-time (8 p.m.-11 p.m.) audience.

That may make sense from a revenue standpoint, but it sure doesn't do the team any favors in the court of public opinion. Eighteen of their games lasted four hours or more.

It's now reasonable to assume that many Red Sox games will conclude at 11 p.m. or later, and while the new start time guarantees that the Sox will fill the entire prime time window (8-11 p.m.) nightly, it does not mean it will attract bigger audiences.

Think about the current workday for many fans in New England: many are working from home thanks to the pandemic, freed from commuting and late arrivals home. Presumably, most would welcome 7 p.m. starts, with most games wrapping up by 10:30.

(Indeed, a handful of teams move up home night starts to 6:40 p.m., likely to reflect the changing routines of their fans. The Red Sox, on the other hand, went in the opposite direction).

For the first week of the season, the start times aren't likely to impact viewership totals. Many sports fans will welcome the opportunity to watch live sports for the first time in four months and will tune in with a sense of curiosity. What will telecasts look like without fans in the stands? What will the quality of play be like after such a long layoff?

But that may only last for a week or so. The NHL intends to resume on Aug. 1, and will go directly to its postseason. The sense of urgency that accompanies the Stanley Cup playoffs will be a lure for fans. Given the choice between a regular season game against the Orioles or Blue Jays, or watching the Bruins attempt to secure the top seed in the conference then begin first-round play, many will choose the latter.

The NBA, too, waits in the wings. The completion of the regular season begins July 30, just a week after baseball returns. The NBA postseason commences Aug. 17, and again, New England viewers will be faced with regular season games or more meaningful playoff contests.

The later Fenway start times will also have the potential to reduce viewership by younger fans. In July and most of August, those fans don't have to think about getting up early for school. But by the end of August, bedtimes will be earlier and even among those interested, it's unlikely many will be able to watch games to their conclusion.

In the short-term, perhaps the Red Sox and NESN will realize a ratings bump, and with it, an uptick in advertising revenue.

But like so many decisions made by Major League Baseball and its affiliates, the later start time seems entirely focused on the financial benefits that can be realized in the here-and-now, without regard to the bigger picture. Is it worth it to make a little more money while potentially alienating fans, or passing up the chance to attract new ones?

Sadly, that answer seems, by now, all too obvious.