I wrote at the start of the season about the potential for some
epic weekends of live rugby viewing with the introduction of ESPN in to the fray only enhancing the possibilities even further. I think my record this season was eight games through from Thursday evening to Sunday afternoon with a combination of Amlin Challenge, Heineken Cup and Super 15 games - my only regret was that I did not get the complete set as I missed at least two games!
It will be interesting to know ESPN's thoughts on how their first season has gone in the Aviva Premiership. 43 live matches have been televised along with one of the semi finals and to the despair of many rugby supporters and non
ESPN subscribers, who were genuinely caught out, the final. While I have to admit not being the greatest fan of Mark Durden Smith's matey approach to presenting, the combination of Austin Healey and Ben Kay has worked well and they have introduced some good innovative touches to their analysis.
On buying the rights for three years, the vice-president of ESPN TV channels Europe, Middle East and Africa, Jeroen Oerlemans, indicated: "The Premiership is among the very best UK sports competitions, with a passionate fan base and top quality competition. We're thrilled to add it to our programming schedule and know that it will deliver great value for fans, advertisers and our partners."
So actually how many supporters have watched games televised by ESPN and how does this compare with the other broadcasters. They kicked of their coverage with the Twickenham double header at the start of the year with an audience of 62,000 for the Saracens - London Irish fixture along with 43,000 for Harlequins and London Wasps. The latter figure was the same audience for the Serie A game televised the next day on ESPN.
The audience figures for the rest of the season make interesting reading. The high point was an audience of 93,000 for Bath's victory over Northampton at the Rec in February, with the lowest audience of 16,000 for the match at Kingsholm with
Gloucester defeating Wasps 22-20 on 25th September, a day when five other premiership fixtures took place. There has been little sign of an increase in the audience over the season with figures between 40-60,000 being the norm.
ESPN are also probably disappointed that their end of season coverage did not draw the audiences one might have expected. Only 36,000 watched
Northampton Saints comeback against Leeds Carnegie on the final day of the regular season, while 51,000 tuned in for the Aviva Premiership semi final between Saracens and Gloucester. The ultimate disappointment must be that a record audience did not watch the Aviva Premiership Final with a figure of 91,000 being recorded.
So where does this leave ESPN with two more years to go on their current contract. A survey of Aviva Premiership supporters in February indicated that their is an appetite for televised rugby with 64% of the 12,000 respondents having access to Sky, and 34% to ESPN. 79% of those ESPN subscribers cited rugby as being one of the reasons for their purchase which is certainly a positive for the company.
A comparison with Sky shows that the ESPN audience not surprisingly is 40 to 50 % of the audience watching the Aviva Premiership on Sky Sports. The recently live televised Championship games on Sky drew a higher audience than many of ESPN matches with 66,000 watching the second leg of the final between
Worcester and Cornish Pirates.
For Sky Sports, the biggest rugby audiences have been 572,00, 562,000 and 561,000 for England's Autumn Internationals with South Africa, New Zealand and Australia respectively along with 400,000 tuning in for the Heineken Cup Final. For comparison purposes, the latter figure is one million light in comparison with the audience for Sky Sports 1 coverage of the Champions League final which was also shown on ITV (7.2 million audience).
What about the good old BBC as they hold on to the Six Nations? While the old favourite (the Six Nations not the BBC) has at times creaked recently with the poor quality of some of the matches, there is still a strong and loyal audience who have no other choice but to put up with the less than polished BBC coverage.
6.7 million of us decided to watch Wales and England open this year's tournament in Cardiff on a Friday night with an audience of 7.3 million for England-France game and 6.5 million for the Grand Slam game in Dublin. Impressive figures that stack up against any major sporting competition in the UK but just behind Britain's Got Talent!
For the first time the monopoly of terrestrial television of Welsh international matches will be challenged this summer with the Sky Sports acquiring the rights to show
Wales take on England at the Millennium Stadium in the second of the World Cup warm up games. This has come about as a result of the agreement between the WRU and the RFU which provides the latter with the ownership of the broadcasting rights for the two August matches. BBC Wales have brought a highlights package for the game on August 13.
Mr Oerlemans and his ESPN colleagues, along with the Aviva Premiership clubs will be hoping that a few more of the "passionate" rugby supporters become subscribers to their channel next year and that in their second year of coverage, the audience levels start to edge upwards. There is clearly room for some expansion among both the more casual follower who is happy to watch the occasional game either on terrestrial television or Sky Sports, as well as the hard core supporter who has yet to be convinced of the need for an additional subscription channel. Next year's figures will be influential when discussions commence on the renegotiation of the broadcasting rights.
In reality, Rugby is still behind a number of sports in terms of audience sizes when it comes to the world of satellite sports broadcasting in this country. Despite rugby being seen as a key national sport with thriving competitions - golf, tennis, cricket, wrestling and darts regularly draw bigger audiences on Sky Sports.