World Series 2022 is a Home Run Across Screens

As the Philadelphia Phillies and Houston Astros battled it out in this year's World Series, we saw Houston lead the local television ratings. Game 6, which ended the series, had the highest rating for Houston as the Astros won, while Philadelphia saw its peak during Game 2 at home.

Comscore QuickScore, All Networks, Houston and Philadelphia Market, Oct. 28 – Nov. 5, 2022, U.S.

As we have seen in previous research, sports fans tend to head to social media during game times. This series was no different, with 32.2 million actions throughout the series across Facebook, Instagram, Twitter, and TikTok², and 20 million views on YouTube³.

Philadelphia took the top spot for earned media on social while Houston saw better results on their earned media. Posts mentioning only the Astros accumulated 6.5 million actions during the series, while posts mentioning only the Phillies saw 9.1 million actions². Content posted by the Astros had 6.2 million actions while posts from the Phillies had 4.9 million⁴.

Houston had almost twice the engagement on their top post than the Phillies' top post, 226 thousand actions and 132 thousand actions, respectively⁵.

The top two posts by total actions about the World Series were funny game highlights on TikTok².

The top posts from creators were from Chloë Bailey, who sang the National Anthem at one of the games, and Will Smith, showing his support for the Phillies⁶.

On YouTube, the MLB's highlights compilation from game 1 topped the charts with 1.7 million views³.

Houston won on the field, on Television, and on owned social, though not without a fight from Philadelphia which created its own buzz.

Looking at the bigger picture, The World Series, which would have once been an almost exclusively television story, has now expanded to a variety of platforms from Instagram to YouTube and TikTok. Stay tuned as we cover future events and the expansion of the media universe.