Television ratings take big hit
By Sean Hao
Advertiser Staff Writer
An offensive bonanza did not boost ratings for Sunday's Pro Bowl, which dropped substantially from last year when the game was broadcast by ABC.
An estimated 2.1 million fewer households watched the NFC beat the AFC, 55-52, at Aloha Stadium. The game was aired on cable network ESPN in competition with the 46th annual Grammy Awards in Mainland markets. The Pro Bowl drew an overnight rating of 3.9, versus last year's rating of 5.9, according to Nielson Media Research. That translates into 4.2 million homes tuning into the event, compared with 6.3 million homes that watched the Pro Bowl last year.
The rating is the percentage of homes in the nation's 55 largest TV markets tuned to a program among all homes with televisions.
The drop in ratings comes as the state has reached a tentative five-year agreement with the NFL that will keep the Pro Bowl in Hawai'i at least until 2009. The Hawai'i Tourism Authority paid the NFL $5.3 million for the right to host this year's Pro Bowl. The value of the new agreement is still being negotiated.
However, Rex Johnson, Hawai'i Tourism Authority executive director, said the ratings decline probably wouldn't play a factor in negotiations.
Meanwhile the amount of money paid for the Pro Bowl, which this year equates to more than 8 percent of state tourism marketing money, remains a source of controversy. The debate centers on whether the state overpays for the event and just what it gets in return.
"It's a plus for the state, there's no doubt about it," said Jerry Agrusa, a travel industry management professor at Hawai'i Pacific University. "But would (visitors) still be coming to Hawai'i without the Pro Bowl because it's very cold on the Mainland?" And just "because a person watches the Pro Bowl doesn't mean they are potential visitors."
Apart from state subsidies, the benefits of holding the Pro Bowl In Hawai'i for the NFL include a unique setting, which draws high player participation, league officials have said.
Reach Sean Hao at shao@honoluluadvertiser.com or 525-8093.
