The only guy who should truly care about ratings for the MLB playoffs is Phil in accounting, because it's his job to. Literally no one else should care about MLB playoff ratings.
Go ahead and care about NBA playoff ratings, they matter for the sport a lot. The playoffs are 2 months, that's 25% of the length of the entire season, and TV revenue from that makes up a big percentage of league revenues.
Baseball's playoffs are one month long, so they're 1/6 of the regular season. They are a far lower percentage of total league revenues, they have much less to do with the health of the league overall. They're nice, but they don't determine the health of the league.
What we see instead - take a look at the Phillies attendance. In 2018, their attendance was down at 2.15 million. It jumped to 2.7 million in 2019 when they signed Harper, but it was down to 2.27 million in 2022. In 2023, their attendance was 3.05 million, an increase of 800,000 tickets in 1 year. That's for making the World Series, not winning it. Our experience with the 2005 White Sox shows that these attendance boosts from winning last for years, you could be talking about 4 or 5 million extra ticket sales for a team from making one world series altogether, that's what the White Sox saw and they fell apart after winning their title. The Phillies will probably draw 3 million+ again next year, and the following year, and even if they have to rebuild, they'll still draw 2.8 million, then 2.7 million, and it will only decline slowly.
On top of just the ticket sales themselves, ratings for the local broadcasts will go up which puts money directly into the pockets of many of these franchises, parking revenues go up, concession sales go up, and ad sales in the park go up. This is where the real money is for baseball, it's in their long regular season. Bringing in smaller markets and putting them in the World Series is VERY GOOD for baseball even if the ratings are low.
In 2022, Arizona sold 1.6 million tickets, Texas sold 2 million. In 2023 just by being competitive, Arizona sold 1.96 million, Texas sold 2.5 million. I will give you a strong bet that those will go up again for both franchises next year. This is big money for the local markets. Their ad sales rates will go up, their ticket prices will go up, Texas might sell 3 million tickets next year. Furthermore, there are long term benefits. Arizona will be filled with Corbin Carroll jerseys for years. Kids who are 6 years old are going to become fans of the Arizona Diamondbacks and want to get Carroll's autograph. Dallas will start being filled with Garcia jerseys. These benefits will last for years. Ballparks also hold 2 to 2.5 times the number of fans that NBA games hold.
Baseball makes its money on the long regular season. It's why they developed their own streaming platform, which was one of the first sports streaming platforms and which earned them like $3 billion when it was sold. They're even able to do things like the TBS, Fox, and now Apple TV contracts for extra money during the regular season because they have so many games.
It is a good thing for baseball to have a Boston New York ALCS every now and then, because it's great TV, it gets those markets involved, and it has some crossover effect. But it is also a great thing for baseball to have a lowly rated World Series because the Diamondbacks and the Rangers are in it, or the Phillies and Astros, or the Marlins and Royals. Having these small market teams make the World Series reduces the ratings at the time, but it massively boosts the revenue of the local franchises and it does so in a way that lasts for years and helps create lifelong fans of those teams.