Baseball’s Biggest Problem: It’s Not Steroids

While the league struggles with on-field issues like performance enhancing drugs, there's a far bigger problem looming that threatens its long-term success.

Feb 24, 2014 at 12:10PM

Forget performance-enhancing drugs, Major League Baseball's biggest problem may be that its audience keeps getting older.

Nationally, MLB regular-season viewers are continuing to get older with the 55-plus audience comprising 50% of all viewers, versus 41% 10 seasons ago, according to Nielsen's 2013 Year In Sports Media Report. With another 26% of its viewers are 35 to 54, which leaves baseball with only 24% of its fanbase under 35.

On the plus side, baseball's aging, 70% male, 83% white audience (according to Nielsen) appears desirable to its TV partners. MLB's eight-year national media rights agreements with Fox (NASDAQ:FOX) and Time Warner's (NYSE: TWX) TBS, combined with the league's deal with Disney's (NYSE:DIS) ESPN, brings in $12.4 billion.

But if new fans don't watch the sport, how long will it be before its aging audience makes baseball a much-less desirable property?

Kids just aren't watching Major League Baseball
The average World Series viewer in 2013 was 54.4 years old, according to Nielsen.That's up from 49.9 in 2009. Kids age 6 to 17 represented just 4.3% of the average audience for the American and National League Championship Series this year, compared with 7.4% a decade ago, The Wall Street Journal reported.

"Kids make up a larger segment of the television audiences for the NBA, NHL, and even soccer's English Premier League than they do for baseball," the same article reported. Ignoring the NFL -- which dwarfs all sports in all age groups -- The Journal wrote that kids accounted for 9.4% of the NBA conference finals audience in 2013, while the NHL's conference finals drew 9%, and Premier League soccer pulls in 11%.

"I think we're at an obvious crossroads," Red Sox president Larry Lucchino told Sports Illustrated. "The aging and graying of baseball's demographics is obviously a concern and has been for several years, but the opportunity it presents is interesting."

Kids just aren't playing Little League
Whether it's the growth of "extreme" sports, more kids playing other sports, or a byproduct of parents who don't watch baseball -- fewer kids are playing the sport.
From 2000 to 2009, the latest years for which figures are available, the number of kids aged 7 to 17 playing baseball fell 24%, according to the National Sporting Goods Association, as reported by The Wall Street Journal. Youth tackle football has climbed 21% over the same time span, while ice hockey jumped 38%. The Sporting Goods Manufacturing Association said baseball participation fell 12.7% for the overall population.

"The days of kids being born with a glove next to their ear in the crib and boys playing catch in the backyard by age three, those are over," Len Coleman, the former National League president told The Journal.
If less kids play baseball, those kids grow into adults who don't appreciate the intricacies of the game. Lots of kids playing does not always equal TV ratings (soccer being the obvious example), but if kids stop playing baseball, it's hard to imagine they will watch it as they get older.
Can Major League Baseball fix it?
To draw in younger viewers, baseball has to find ways to appeal to the younger generation and air games at times they can watch and attend. One way to start accomplishing that goal would be to speed up the pace of the game. As The Washington Post reported last season, "Forty years ago, the average major league game lasted about 2.5 hours. By 2002, that ballooned to 2:52. Last year, the average game was 2:55. Midway through this season, games have lasted an average of 2:57."

Speeding up the game could be done by adding a pitch clock to force pitchers to play quicker. MLB could limit the number of trips to the mound managers and position players can make. The league could also eliminate warm-up pitches, except in the case of an injury.

Attracting younger fans also requires that baseball do something that hurts in the short term, but could pay off down the road -- lower ticket prices and have more day games. The Fan Cost Index  -- the price for four adult average-price tickets, two small draft beers, four small soft drinks, four regular-size hot dogs, parking for one car, two game programs, and two least-expensive, adult-size adjustable caps -- ranged from $336.99 for the Boston Red Sox to $151.55 for the Arizona Diamonbacks, according to KSHB 41 in Kansas City.

Watching a game on a sunny day with a hot dog and an age-appropriate beverage is one of the easiest ways for young people to discover baseball. But with high prices and late start times, the in-stadium experience is impossible for many families.

The bottom line
If baseball doesn't find younger fans, it's going to be a quaint memory -- like the accordion and milk men. Fortunately, MLB is performing well with rising revenue and a well-off fanbase. But it's hard to be considered the National Pastime if you can't get younger fans into your park.

The next step for you
Want to profit on business analysis like this? The key for your future is to turn business insights into portfolio gold through smart and steady investing … starting right now. Those who wait on the sidelines are missing out on huge gains and putting their financial futures in jeopardy. The Motley Fool is offering a new special report, an essential guide to investing, which includes access to top stocks to buy now. Click here to get your copy today -- it's absolutely free.

Daniel Kline has no position in any stocks mentioned. The Motley Fool recommends Walt Disney. The Motley Fool owns shares of Walt Disney. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

1 Key Step to Get Rich

Our mission at The Motley Fool is to help the world invest better. Whether that’s helping people overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we can help.

Feb 1, 2016 at 4:54PM

To be perfectly clear, this is not a get-rich action that my Foolish colleagues and I came up with. But we wouldn't argue with the approach.

A 2015 Business Insider article titled, "11 websites to bookmark if you want to get rich" rated The Motley Fool as the #1 place online to get smarter about investing.

"The Motley Fool aims to build a strong investment community, which it does by providing a variety of resources: the website, books, a newspaper column, a radio [show], and [newsletters]," wrote (the clearly insightful and talented) money reporter Kathleen Elkins. "This site has something for every type of investor, from basic lessons for beginners to investing commentary on mutual funds, stock sectors, and value for the more advanced."

Our mission at The Motley Fool is to help the world invest better, so it's nice to receive that kind of recognition. It lets us know we're doing our job.

Whether that's helping the entirely uninitiated overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we want to provide our readers with a boost to the next step on their journey to financial independence.

Articles and beyond

As Business Insider wrote, there are a number of resources available from the Fool for investors of all levels and styles.

In addition to the dozens of free articles we publish every day on our website, I want to highlight two must-see spots in your tour of

For the beginning investor

Investing can seem like a Big Deal to those who have yet to buy their first stock. Many investment professionals try to infuse the conversation with jargon in order to deter individual investors from tackling it on their own (and to justify their often sky-high fees).

But the individual investor can beat the market. The real secret to investing is that it doesn't take tons of money, endless hours, or super-secret formulas that only experts possess.

That's why we created a best-selling guide that walks investors-to-be through everything they need to know to get started. And because we're so dedicated to our mission, we've made that available for free.

If you're just starting out (or want to help out someone who is), go to, drop in your email address, and you'll be able to instantly access the quick-read guide ... for free.

For the listener

Whether it's on the stationary exercise bike or during my daily commute, I spend a lot of time going nowhere. But I've found a way to make that time benefit me.

The Motley Fool offers five podcasts that I refer to as "binge-worthy financial information."

Motley Fool Money features a team of our analysts discussing the week's top business and investing stories, interviews, and an inside look at the stocks on our radar. It's also featured on several dozen radio stations across the country.

The hosts of Motley Fool Answers challenge the conventional wisdom on life's biggest financial issues to reveal what you really need to know to make smart money moves.

David Gardner, co-founder of The Motley Fool, is among the most respected and trusted sources on investing. And he's the host of Rule Breaker Investing, in which he shares his insights into today's most innovative and disruptive companies ... and how to profit from them.

Market Foolery is our daily look at stocks in the news, as well as the top business and investing stories.

And Industry Focus offers a deeper dive into a specific industry and the stories making headlines. Healthcare, technology, energy, consumer goods, and other industries take turns in the spotlight.

They're all informative, entertaining, and eminently listenable ... and I don't say that simply because the hosts all sit within a Nerf-gun shot of my desk. Rule Breaker Investing and Answers contain timeless advice, so you might want to go back to the beginning with those. The other three take their cues from the market, so you'll want to listen to the most recent first. All are available at

But wait, there's more

The book and the podcasts – both free ... both awesome – also come with an ongoing benefit. If you download the book, or if you enter your email address in the magical box at the podcasts page, you'll get ongoing market coverage sent straight to your inbox.

Investor Insights is valuable and enjoyable coverage of everything from macroeconomic events to investing strategies to our analyst's travels around the world to find the next big thing. Also free.

Get the book. Listen to a podcast. Sign up for Investor Insights. I'm not saying that any of those things will make you rich ... but Business Insider seems to think so.

Compare Brokers