The Arizona Local TV Sports Market Explained

Before we begin let me readily admit that I am only going to scratch the surface of what has become a challenge for the Phoenix sports viewer. That is, finding our local sports team on television without pulling a hammy.

Less than 20% of the people polled could tell me accurately which station had the rights to the local professional and major collegiate sports franchises in the Valley. 

We have moved from simpler times when a regional sports network and a broadcast station or two owned the rights to pretty much all the significant sports teams we’re blessed to have in Phoenix. We can only lament times gone by and move forward by giving you a roadmap for broadcast rights holders for local sports teams in the Valley.

Let’s start with probably the most obvious and the one that hasn’t changed for as long as I can remember. FOX10 has the rights to air the AZ Cardinals which is a behemoth ratings-wise. You can now buy the Cardinals from the folks at Channel 10 on broadcast or FOX Sports Live Stream. They are selling the live stream exclusively and incrementally to the linear audience on a CPM basis.

I’m also being told that FOX10 is pursuing a coach’s show with ASU. More on that as it develops but given the fact that ASU’s rights deal is somewhat fluid that doesn’t seem like a bad thing for either party.

Our friends at AZ Family are back in the local sports provider world in a big way. Last year, they launched the new reimagined Arizona Family Sports which carries a wide array of local sports programming. This truly was a great move on their part with my only criticism being a relatively muted promotional launch that didn’t seem to take hold with Valley sports audiences. (To be fair, local TV stations don’t have much budget to promote … never have, never will.)

How all this comes together on Channel 3, Channel 5, and Arizona Family Sports is a little opaque, and one of the reasons I’m writing this blog. From what I can gather, live preseason Cardinals games run on Channel 5 and the AZ Family Sports Channel, Suns games run on Channel 3 and AZ Family Sports; Phoenix Mercury games run on Channel 3 and AZ Family Sports; The Phoenix Rising and high school games air exclusively on AZ Family Sports.

They also air Cardinals Game Plan on Wednesdays (6:30 PM) and re-air the program on Thursday nights on Channel 3. As part of their relatively new partnership, there is also a Cardinals High School Game of the Week in the works as well for this year. 

My old stomping grounds at Cox Media have the most comprehensive offering of local sports as long as you factor in that access goes through national cable networks like TNT, ESPN, FS1, and CBS Sports Network.

I think they are dominant over broadcast in their ability to provide you with access to the various in-state college teams but have lost a step locally with the demise of the regional sports network. I would point to Cox Media as a platform to readily access great national sports programming more than a conduit to local sports teams. That being said, the Diamondbacks look like they’ve awoken from their slumber and Cox Media will be carrying those playoff games. They will also be the best place to advertise in ASU and uofa football games covered by national networks.

Channel 12 has never really had a strong rights position with local professional sports teams. They seem to be more focused on their digital position and their news than rights deals with local sports teams. The network has recognized the value of the sports point but the affiliate has few offerings for the local sports audience. Friday Night Fever is their signature high school sports product and that’s now coupled with the 12Sports Locker Room which will air after their Big10 and NFL offerings. This magazine show concentrates solely on coverage of local major colleges and the Arizona Cardinals, and it is replete with a sports betting segment.  

ABC 15 never responded to my request for local sports programming information which is a bit of a head-scratcher. Perhaps they are still smarting over the loss of the Coyotes rights which had to be challenging both from a ratings/sales standpoint but also just dealing with the former ownership group who were rumored to be less than awesome.

So … if you’re looking to watch local sports teams it’s probably best you get an antenna to augment your streaming provider. Arizona Family Sports, Cox Media, and FOX10 have the most to offer local sports advertisers but truly each station has something. As a viewer, it’s a good idea to keep up with programming changes by checking local listings with these two free, but ad-saturated websites: TV Guide and OnTV. Once you get past the ads, you can see what’s on your local TV stations.

If your business is looking to incorporate a local broadcast station into their local sports marketing efforts and you’re looking for some assistance, contact me at ed.olsen@linedrivesportsmarketing.com or call my cell at 602.284.6722