The other night, the
Boston Celtics played a 44-minute exhibition game against the Brooklyn Nets. Since NBA games are usually 48 minutes in length, this
was puzzling. Why did they do that? Apparently, the folks in charge
of professional basketball feel the younger generation are being lost
because they don't have the attention span for longer games. They're
thinking of shortening the games in an effort to lure more fans.
It's Marketing 101
to give people more as an enticement, not less. Whichever business
school graduated the genius behind this harebrained idea should be
stripped of its certification immediately. Take this ploy to a
logical conclusion and you'd have to believe that customers will give
you the most money when you deliver no product at all.
(Well, OK, that's
often true in government, so maybe it's possible in sports.)
I'm amazed at the
so-called fans of a sport who will defend shorter games. Quite a few
supposed baseball fans have been decrying the length of baseball
games. They keep advocating ways to speed up and shorten the game. I
look at those folks the same way I'd look at a person who professes
love for someone but then says he wishes he didn't have to spend so
much damn time with her.
I know some younger
fans of baseball will find this hard to believe, but there used to be
these things called “doubleheaders”. Not just two games in one
day; they still have those occasionally, played one in daylight and
one at night, separate admissions for both. What I'm talking about is
two games in one day, played back-to-back and requiring only ONE
admission. It was the best bargain in sport. You got to spend 7 or 8
hours at the ballpark for the same price as one game on any other
day. It wasn't a travail. It wasn't something to be endured. It
wasn't a whole bunch of people in a hurry constantly looking at their
watches and moaning about how long it was taking while they fretted
about missing the next thing they wanted to do. It was a ballpark,
often full of kids – that is, future fans - who appreciated a
bargain.
If you find that
hard to believe, try this on for size. The Celtics used to offer
their fans basketball doubleheaders. It wasn't the Celts playing two
games in a row – basketball is a bit too strenuous for that – but
there would be a game, before the home team played, involving either
two other NBA teams or the Harlem Globetrotters and their Washington
Generals patsies.
And now they're
offering not two games, but one shorter game in an attempt to build
their fan base. If it works, I expect we'll someday see PGA golf
tournaments on putt-putt courses, hockey games where first goal wins,
and soccer games consisting only of a tie-breaking shootout. I do
believe, though, that there's one area where this idea of shortening
things to make them more valuable might work: political campaigns.
Can we get the NBA marketing team to work on that?
Soon, with more better stuff.