The 2026 World Series features the Milwaukee Brewers and the Tampa Bay Rays, the teams with the best records in the National and American Leagues, respectively. Both squads come from smaller markets and have yet to win a World Series, marking a departure from recent matchups dominated by large-market teams like the New York Yankees and Los Angeles Dodgers.
This season’s Fall Classic has drawn attention not only for the on-field competition but also for its potential television ratings, which have become a significant focus within Major League Baseball (MLB). The league’s broadcast revenues, largely driven by national television contracts, depend heavily on viewership numbers. Despite the excitement of the series, interest is tinged with concerns over whether smaller-market teams diminish the size of the audience and, by extension, the value of the broadcast rights.
Fox holds the current rights to air the World Series under a seven-year, $5.1 billion contract that runs through 2028. Industry experts suggest, however, that while ratings are important, the impact of having smaller-market teams in the series might not be as financially damaging as some fear. Ed Desser, a media consultant involved in sports broadcasting negotiations, noted that large-market teams like the Dodgers and Yankees often generate passionate viewership—including negative sentiment, which can still drive engagement—and this dynamic differs with less prominent franchises. “Sports is about passion,” Desser said, acknowledging that teams from smaller markets may not evoke the same widespread emotional investment.
Former Fox Sports Networks president Bob Thompson emphasized that the value of the World Series to broadcasters extends beyond immediate ratings. Advertising revenues are largely sold well before the teams are known, based on long-term contracts. The financial success of the series also depends on the length and competitiveness of the matchup, with longer series generating greater advertising revenue, especially during pivotal late games. For example, last year’s Dodgers-Toronto Blue Jays series, which lasted seven games, drew higher ratings than the 2024 Dodgers-Yankees matchup despite the latter featuring larger markets.
With the evolution of media consumption and the struggles faced by regional sports networks, the structure of MLB’s broadcast agreements may continue to adapt. Thompson suggested that while individual games might attract smaller audiences depending on the teams involved, the World Series remains a centerpiece within broader media packages, potentially increasing its appeal to streaming services and future broadcasters.
Additionally, MLB’s proposed collective bargaining changes could shift the balance further by reducing regular-season games and expanding the postseason schedule. Thompson highlighted that playoff games carry a premium in terms of viewership and revenue, potentially offsetting declines elsewhere.
Despite overall downward trends in television ratings across entertainment and sports programming, major events like the World Series continue to hold significant cultural and financial weight. Nielsen data from early October showed that sporting events, including NFL and college football games, remain among the highest-rated broadcasts, far surpassing any entertainment programming.
As the World Series unfolds this year, MLB owners appear poised to maintain strong financial returns, reaffirming the event’s standing as a marquee spectacle in the sports calendar, regardless of which teams take the field.