Yankees’ T.V. Ratings Sag

May 26, 1965 - CBS, which discovered to its dismay this past season that “The Beverly Hillbillies” and other shows had declined in ratings, now faces a new problem: what to do about the sagging television in New York of the Yankees, of which it owns 90%.

In ratings, the last-place Mets are trouncing the 8th-place Yanks, according to audience measurement surveys. The Mets were ahead in ratings last year too, but since CBS bought the Yankees last November, the gap has widened.

An executive of the Yankee said today: “I’m more interested in the doctor’s report than the Nielsen report.” He referred to injuries suffered by important players which have helped lower the Yankees’ standing in the league.

Looking at the plight of the Yankees in television terms, is Joe Garagiola telling the wrong jokes? Joe was hired to replace Mel Allen and stimulate new excitement in the Yankee broadcasts. During many of Mel’s 25 years with the Yankees, he didn’t have to tell jokes. The players on the field made the broadcasts exciting. 

A CBS employee explained the lower rating of the Bronx Bombers this way:

“The Yankees have played all the lousy teams and not the big contenders. The Mets have already played all the top teams.”

A spokesman for Channel 9, which televises the Mets games, had another view.

“We haven’t reached our peak yet,” he said. 

The Yankee games are televised over Channel 11. 

Again in television terms, some viewers think the show coming out of Shea Stadium has better built-in production values than the one from Yankee Stadium. At Shea, there are huge, enthusiastic crowds who cheer their idols on to defeat in the ninth inning. At Yankee Stadium, there are many empty seats and drab scenery. Little noise comes from the outdoor studio audience.

Today, one broadcasting source said William Paley, chairman of CBS, might help improve the Yankee image and give it a folksy touch if he copied Mrs. Joan Payson, one of the Mets’ owners and an ardent fan who attends many games and is recognized by Shea Stadium customers.

“If he went to Yankee Stadium a lot,” the source said, “the fans would get to know him and say, ‘There’s good old Bill.’”

Mr. Paley was not available for comment.

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