Apr 27, 2017

As ESPN Got More Political in 2016, It Lost Republican Viewers

Author: Deep Root Insights

Yesterday, it was announced ESPN is laying off upwards of 100 employees – many of whom are prominent on-air talent.

The challenges facing ESPN are newly discovered; a lot has been written about ESPN’s recent decline in ratings and subscriptions. FOX Sports – the primary TV competitor to “the worldwide leader in sports” – has enjoyed twisting the knife as ESPN faces cutting on-screen talent to make up for budget shortfalls.

The FOX blog “Outkick the Coverage” has attributed ESPN’s decline to the rising partisanship coming out of Bristol, labeling the network “MSESPN” in pieces like this one, headlined “ESPN Profit Plummets As Network Turns Left”. “Outkick the Coverage’s” Clay Travis supports his argument with Scarborough data showing most sports fans are conservative politically. With the news of today’s layoffs, Travis argues that the network’s leftward turn is “more a symptom of the collapse than it is a cause of the collapse.”

Naturally, the news out of Bristol has led to a variety of “takes” across the Internet. The National Review Online wrote a warning about politicizing sports. Others have scoffed at the idea that partisanship has kept people from watching ESPN, even as ESPN’s public editor concedes that it is among “a set of smaller causes” harming ESPN. Perhaps the hottest take of the day claimed that “sports fans really don’t like anyone who stands up for civil rights.”

WHAT DOES THE DATA SAY?

But is there data to support the notion that Republicans are turning off ESPN as the network ramped up its political commentary during the 2016 election and beyond?

Deep Root Analytics specializes in local television measurement by segmenting the population into political, advocacy and commercial groups and matching those segments into observed TV viewership data via set-top boxes and smart TV data. This allows Deep Root to produce customized ratings and indices for every program and daypart on broadcast and cable TV – including data on ESPN’s viewership among loyal Democrats and Republicans.

We analyzed viewership data in a large media market in a swing state (Cincinnati, OH) for the entirety of 2015 and 2016.  Also, to control for any changes in partisan identification between 2015 and 2016, Deep Root Analytics analyzed viewership among the same audiences across both years.

In our analysis, a clear trend emerges: ESPN’s viewership in this key swing state market became less Republican during 2016.

Specifically, in 2015, the ESPN audience on average skewed Republican across all dayparts, ranging from 12% more Republican (Early News, Late Fringe, Overnight) to 21% more Republican than Democratic (Early Morning).

In 2016, every daypart on ESPN became less conservative, with Daytime being only 2% more Republican than Democratic, while Late Fringe and Overnight programming became 10% and 12% more Democratic than Republican – a 22 and 28 point shift, respectively.

The same is true across other ESPN properties. ESPN2 skewed Republican across most dayparts in 2015; in 2016 all dayparts skewed Democratic. Every daypart also switched on ESPN News from 2015 to 2016.

ESPNU was the only network that retained its mostly Republican audience. ESPN Deportes – the network’s Spanish language channel – became even more Democratic in 2016 than it already was in 2015.

Here is a complete look at the 2015-2016 shift in partisanship across ESPN networks:

To be sure, the ESPN layoffs signal a larger business challenge facing the network. But at least in Cincinnati, the partisanship of viewers noticeably shifted – just as ESPN’s problems got worse.

For more information about Deep Root Analytics, visit www.DeepRootAnalytics.com and follow @DeepRootX on Twitter.