MLB World Series 2024 is making a bigger Buzz and generating more conversations
LA Dodgers seem to be on the cusp of victory, with the Dave Roberts-led side up 3-0 over New York Yankees three games into the 2024 World Series. The contest has captured the attention of fans in the US, data from YouGov SportsIndex reveals.
The 2024 MLB World Series has shown stronger momentum in terms of public interest and Word-of-Mouth (WOM) exposure compared to 2023 edition of the World Series. Note that while the 2023 edition between Texas Rangers and Arizona Diamondbacks went to five games, we’ve looked at Game Day 3 as the cut off to make for a like-for-like comparison.
The Buzz around the World Series started on a slightly stronger note in 2024, especially as Game 1 approached. From five days out, Buzz in 2024 began markedly exceeding 2023 levels, with a widening of the gap leading up to the first pitch of the series.
Pre-Event Build-Up: Buzz for 2024 gradually picked up from 12.3 seven days out, reaching 15.5 by the eve of the series. This contrasts with 2023, which remained steadier at 11.7 to 12.3 over the same period.
Mid-Series Surge: As the Series commenced, 2024 maintained its advantage over 2023. The Buzz score peaked at 16.7 by the third and fourth days— above 2023’s corresponding peaks of 14.2 and 14.0.
But it’s not just that Americans have been hearing more about the 2024 World Series, they’ve been engaged in more discussions around it as well. Word-of-Mouth (WOM) Exposure—a key metric of organic engagement—has also seen a rise in 2024, particularly among young adults and older demographics. WOM exposure among all US adults jumped from 15.3 in 2023 to 18.0 in 2024.
Key Demographics: The 18-34 age group saw WOM exposure increase from 11.2 to 13.7, indicating better traction among younger fans. This will be viewed as a particularly promising sign given that league commissioner Rob Manfred had earmarked heightened engagement with younger fans as one of four key business initiatives. The biggest shift was among older adults, with WOM exposure rising from 16.5 to 21.0.
The 2024 World Series has clearly generated stronger Buzz and WOM exposure compared to 2023, signaling robust public engagement. The heightened interest across different age segments indicates MLB’s efforts to appeal to a broader audience are paying off.
The higher Buzz in 2024 also extends to the participating teams. The Los Angeles Dodgers and New York Yankees have generated average Buzz scores of 21.6 and 20.7 during the 2024 World Series, respectively — well above the 16.6 for the Texas Rangers and 15.1 for the Arizona Diamondbacks in 2023.
This surge underscores the added appeal of marquee teams, whose presence likely amplified overall excitement for the 2024 edition. It must be noted that the Dodgers and Yankees are two of the three most popular MLB teams in the US (according to data from YouGov Global Fan Profiles), which potentially explains at least some of the positive developments for the World Series this year.