With that in mind, the Red Sox this season are exploring ways to maximize their local television ratings through start time variation by leaning on Recentive, a Boston-based analytics company. Properties such as CBS, the NFL and the U.S. Tennis Association have used Recentive’s technology for schedule optimization, but this represents the firm’s first relationship with an MLB team after the two sides reached agreement on a multiyear deal earlier this month.
Through Recentive, the Red Sox have access to an on-demand, real-time web app that processes about 1,200 different data sources, all of which concern any factors that might affect a fan’s ability to watch a game or their interest in doing so. The team can use the app to evaluate the viability of different start times. The Red Sox would have control only over start times for games on NESN, which, like the team, is a subsidiary of Fenway Sports Group.