By Rick Horrow and Karla Swatek
July 12, 2013
Despite Andy Murray’s historic Wimbledon win over Novak Djokovic, TV ratings for ESPN’s broadcast of the men’s final were down 35% compared to last year. ESPN also saw ratings fall 21% for coverage of the women’s final between Marion Bartoli and Sabine Lisicki.
After becoming the first Brit to win Wimbledon in 77 years, Murray likely will reap a marketing windfall. Branding consultants expect Murray’s off-court earnings to increase from $12 million to more than $30 million annually. Among his current sponsors are Adidas, Royal Bank of Scotland, and Rado.
Murray’s awareness and marketability are skyrocketing after the historic win on his home turf. But despite the great storyline, TV ratings were poor because neither Roger Federer and Rafa Nadal made it far into the men’s tournament, and Serena Williams failed to make the women’s final. TV execs can only hope that Murray’s rising star power can boost future ratings.