Is the Masters Lower TV ratings Due to PGA Tour/LIV Feud or Something Else?

[Golf2Much]

It was reported that Sunday's Master viewership was down 20% and was the lowest in 30 years (not counting the COVID years).   In general, PGA Tour event viewership is down around 20% as well.

Listening to some of the players, they seem to imply that the feud between the PGA and LIV tours and players are turning off viewers which in turn is driving the lower numbers.  Rory is quoted to say, "I just think with the fighting and everything that's gone on over the past couple of years, people are just getting fatigued, and it's turning people off men's professional golf, and that's not a good thing for anyone."

When I read that and other quotes, I found it interesting that many focused on themselves.  Somehow, that doesn't surprise me that the multimillionaire golfers and their multibillion-dollar game would think it's about them.   I think it's more likely due to having too many other entertainment options and changing viewing habits.   

In a recent report, the PGA Tour is the 16th most watched live sport on television capturing only 10% of viewers.  To put it in some perspective, in the same report had NASCAR had 24% viewership, NHL hockey is 20%, and the women's WNBA had 12% viewership.  So, PGA golf is starting from behind already.

Today, streaming services account for over one-third of all television viewership opening up more options to a greater population.   There's a growing portion of the population dedicated (and even addicted) to online gaming, especially with younger people.  Too many options and not enough time.  

I have a feeling that even if the PGA Tour and LIV kissed, made up and were integrated together, after a short term bounce viewership would be on a downward trend again.  

[StrokerAce]

I wonder how they count "viewership"? is that someone who watches from beginning to end? 3-4 hours of watching a golf tournament is a big commitment - even if it's the Masters. Or is it someone who turns it on for the last hour?

I agree with your theory on if there was a "merger". I'm not sure it would make much of a difference. The arrival of spring might have been a factor as well - folks don't want to sit indoors and watch golf when it's finally a nice day outside.

[cnosil]

7 minutes ago, Golf2Much said:

  I think it's more likely due to having too many other entertainment options and changing viewing habits.   

I’ll agree with this post.  With the rise YouTube golf channels I think people are getting more enjoyment watching the influencers play golf than the pros.    I think the article MGS did recently is spot on.   
 

https://mygolfspy.com/news-opinion/the-rise-of-youtube-golf-why-is-on-demand-golf-so-popular/

 

[cnosil]

3 minutes ago, StrokerAce said:

I wonder how they count "viewership"? is that someone who watches from beginning to end? 3-4 hours of watching a golf tournament is a big commitment - even if it's the Masters. Or is it someone who turns it on for the last hour?

It is probably based on Neilson type ratings.  Selected people document what they watch and how much time they spent watching.  

[RickyBobby_PR]

35 minutes ago, Golf2Much said:

It was reported that Sunday's Master viewership was down 20% and was the lowest in 30 years (not counting the COVID years).   In general, PGA Tour event viewership is down around 20% as well.

Listening to some of the players, they seem to imply that the feud between the PGA and LIV tours and players are turning off viewers which in turn is driving the lower numbers.  Rory is quoted to say, "I just think with the fighting and everything that's gone on over the past couple of years, people are just getting fatigued, and it's turning people off men's professional golf, and that's not a good thing for anyone."

When I read that and other quotes, I found it interesting that many focused on themselves.  Somehow, that doesn't surprise me that the multimillionaire golfers and their multibillion-dollar game would think it's about them.   I think it's more likely due to having too many other entertainment options and changing viewing habits.   

In a recent report, the PGA Tour is the 16th most watched live sport on television capturing only 10% of viewers.  To put it in some perspective, in the same report had NASCAR had 24% viewership, NHL hockey is 20%, and the women's WNBA had 12% viewership.  So, PGA golf is starting from behind already.

Today, streaming services account for over one-third of all television viewership opening up more options to a greater population.   There's a growing portion of the population dedicated (and even addicted) to online gaming, especially with younger people.  Too many options and not enough time.  

I have a feeling that even if the PGA Tour and LIV kissed, made up and were integrated together, after a short term bounce viewership would be on a downward trend again.  

ESPN+ reported large increase in viewership on Thursday and Friday as well as Sunday.

TV ratings aren’t a great way to measure viewership. It’s always been a flawed metric from the inception. Even more so for sports. As I mentioned in another thread it doesn’t account for large groups watching at clubhouses, bars, sports bars/restaurants, holes where a large group maybe watching together or even a couple people.

Now add in the amount of streaming services and less people are actually watching tv.

 

[jayyarr]

I feel like in the current age viewership is hard. The broadcast also being split the way it was and starting pretty late every day means most people needed to watch on either espn+ or the website itself. I know tv ratings systems have been trying to catch up. 

[pete1276]

Well, i can tell you that in my area we've had an unusually dry and warm winter and spring.  The courses were absolutely packed around here this past weekend.  I was out golfing both days, so I only saw the last few holes live on Sunday.

Golfers would rather go out and play than sit at home on the couch on a beautiful day.  Especially after having to take a few months off for the winter.  I know I'm not alone, I'm sure that affected viewership to some extent.

 

[GolfSpy_APH]

Would be curious on the Masters app numbers..it was the only way for me to watch and follow.

[jolter1]

Personally I feel it has to do with a number of reasons, PGATour/LIV feud, fan empathy, lack of big names in competition both on Saturday and Sunday. The sooner the majors adjust to having some form of formula to allow all of the top golfers in the world competing, their tv ratings as a whole will decrease. As for the PGA Tour weekly broadcasts, they will steadily go downhill unless some form of resolution is completed, along with their "top" performers start acting like top performers in their regular events.

[jayyarr]

The PGA LIV issues makes far more sense for the fact PGA and LIV are struggling  with viewership on a weekly basis don't really think it would make sense to be the reason a major may have been down since this is one of the 4 instances a year where they two come together.  Other than the last 6 holes of the tournament there were plenty of big names in contention basically the whole week. I am curious if you look at the fact that the sport has always had issues with an aging population and younger generations gravitating more towards things like YouTube content would play into people caring less about professional golf in general too. 

[RickyBobby_PR]

2 hours ago, jolter1 said:

Personally I feel it has to do with a number of reasons, PGATour/LIV feud, fan empathy, lack of big names in competition both on Saturday and Sunday. The sooner the majors adjust to having some form of formula to allow all of the top golfers in the world competing, their tv ratings as a whole will decrease. As for the PGA Tour weekly broadcasts, they will steadily go downhill unless some form of resolution is completed, along with their "top" performers start acting like top performers in their regular events.

 

2 hours ago, jayyarr said:

The PGA LIV issues makes far more sense for the fact PGA and LIV are struggling  with viewership on a weekly basis don't really think it would make sense to be the reason a major may have been down since this is one of the 4 instances a year where they two come together.  Other than the last 6 holes of the tournament there were plenty of big names in contention basically the whole week. I am curious if you look at the fact that the sport has always had issues with an aging population and younger generations gravitating more towards things like YouTube content would play into people caring less about professional golf in general too. 

Again people aren’t watching tv like they used to and streaming services are very popular especially since one can be out and about and still watch. ESPN+ had over 3 million viewers for rounds 1 and 2. Who knows how many were on the masters app or another streaming service.

Talking about viewership numbers on tv without looking at what they are measuring which isn’t the viewership numbers where there are multiple proper watching at home, at an establishment that has TVs. It was on at the gym i go to. 

[Splatt]

"A house divided against itself cannot stand"

I honestly believe golf in general has probably lost a lot of 'on the fence' fans since the fracture of the sport.
By the time the majors roll around and the sport comes back together it's too little too late.

The divide in the sport hasn't grown the game, it's pretty much had the opposite effect.

IMO, once professional golf finds and agreement and it all comes back together I think it's going to take years to build back to where it was before.

[Headhammer]

I never watched the broadcast once preferring to follow the action on the app. The Master's App has set the standard for a fully immersive viewing experience and more and more casual fans are now aware of it and that it has most certainly impacted broadcast viewership.

[Nick_D]

I watch golf pretty religiously all season. Its one of the few sports I'm really interested in and follow every week. I have been finding it harder and harder to watch over the last year because of the broadcast itself. If you don't have espn+ golf is largely unwatchable. The main broadcast is LOADED with ads, so much so that once you get bored and pull out your phone during the ads, the broadcast comes back on and by the time you're back watching golf more ads come on or the dreaded "playing through". I understand they need to make their ad money, but the ad load compared to quality watch time is horrendous. 

The on course interviews with players during the round has added a bit of entertainment to some weekends, but I think they need to keep the creativity going. Try something new, do something that makes us want to watch.

I do think the LIV/PGA feud may have a little something to do with the decreased viewership, but if the broadcast product was even borderline quality to watch I think viewership would be improved.

[StrokerAce]

13 minutes ago, Nick_D said:

The main broadcast is LOADED with ads, so much so that once you get bored and pull out your phone during the ads, the broadcast comes back on and by the time you're back watching golf more ads come on or the dreaded "playing through". I understand they need to make their ad money, but the ad load compared to quality watch time is horrendous. 

- this x1000

I turned it on during a regular event, saw 4 putts and then a commercial, come back - a couple of wedge shots, a few putts, commercial...

if you want to know why people aren't watching golf, it's because the way it is televised is unwatchable.

[Nick_D]

3 minutes ago, StrokerAce said:

- this x1000

I turned it on during a regular event, saw 4 putts and then a commercial, come back - a couple of wedge shots, a few putts, commercial...

if you want to know why people aren't watching golf, it's because the way it is televised is unwatchable.

ESPN+ has been a good investment for me. I do enjoy watching featured group coverage and the commentating is usually pretty good. 

[Duxman130]

With the PGA Tour / LIV split, there's no doubt we're not seeing the best players every week.

The Master's tournament is too much hype. The announcers talk about Augusta National like it's holy ground.  Nope, it's just a super maintained golf course, and it's closed all summer.  

Everyone I talked to said the same thing "Scotty had the lead on Sunday morning, so I already knew the outcome. I decided to skip the final round on TV". 

[fixyurdivot]

On 4/17/2024 at 6:00 PM, Splatt said:

"A house divided against itself cannot stand"

I honestly believe golf in general has probably lost a lot of 'on the fence' fans since the fracture of the sport.
By the time the majors roll around and the sport comes back together it's too little too late.

The divide in the sport hasn't grown the game, it's pretty much had the opposite effect.

IMO, once professional golf finds and agreement and it all comes back together I think it's going to take years to build back to where it was before.

I think this most accurately reflects my sentiment about what is happening to tour golf.  The PGA vs. LIV storyline has soured many long time fans.  I'm not even sure a reconciliation between the two tours will reverse the trend as many are also tired of the "prima-donnafication" of players (which is happening to all professional and now college sports).

The points about changes in how fans view sports (streaming platforms) may very well not be accounted for and reflected in the numbers.  Maybe viewership is actually up... don't know?

But, for me, I don't like what is happening to the sport - now all about money - or so it seems to me.

[Shankster]

I blame it on the new “need” for constant entertainment.  People would rather watch a 14 second TikTok of a highlight so they can keep scrolling rather than investing an entire day of watching, plus the field was less than stellar.  We just don’t have the firepower out there like we did even 5 years ago.  It was a heck of a lot more fun to watch when Rickie was in his prime, Rory and DJ… whatever we have now is what I am assuming golf was like before Tiger.  A few good players, an elite player, and the rest like to come in 20th.

[EZTurbo]

On 4/17/2024 at 10:24 AM, RickyBobby_PR said:

ESPN+ reported large increase in viewership on Thursday and Friday as well as Sunday.

TV ratings aren’t a great way to measure viewership. It’s always been a flawed metric from the inception. Even more so for sports. As I mentioned in another thread it doesn’t account for large groups watching at clubhouses, bars, sports bars/restaurants, holes where a large group maybe watching together or even a couple people.

Now add in the amount of streaming services and less people are actually watching tv.

 

And pro sports in general struggle on how to determine viewership in these days of streaming services and the aforementioned bars/pubs. And yes, there are a lot of people who are soured on the whole PGA Tour/LIV non-movement, along with the lack of information from the Tour. If I hadn't told my wife "I'm doing nothing but watching The Masters on Sunday", I would have had too much going on to do so. Brands are more successful these days in grabbing attention and pulling people in more directions than ever before, and families have so many more options. I'd be curious to know if recorded and later viewed numbers are counted.

 

[chisag]

... Liv/pga tour feud is kind like a $175k Mercedes-Maybach GLS 600 SUV and a $185k BMW XM Label arguing in a parking lot over which one gets to take up two parking spaces instead of each taking one spot.

... I am a perfect example of a long time Pga tour viewer that has lost interest because of the greed by both parties. I still watch the Majors and every LPGA event, but not most Pga Tour stops and never Liv. 

[jayyarr]

The PGA just needs to take a lesson from the NFL on how to increase viewership and try to set up their most eligible player with Taylor Swift 

[BrianL99]

I have a different perspective on why golf viewership has been on a downward trend.

I think the quality of play on the PGA Tour has risen so far above what the average golfer can relate to, recreational viewers are losing interest.

In days gone by, we could watch Jack Nicklaus hit a 7 Iron into a 155 yard Par 3 hole and know that we could do the same thing.  We could watch John Daly hit Driver-3 Wood into a 550 yard Par 5 and we knew weren't far from being able to do it, too.

We now see a 15 year old kid, shooting -14 in a Korn-Ferry event.

We used to watch golf on TV and think were only 6 month's of practice, from being on the PGA Tour.  A Scratch golfer knew he was close.  These days? A Scratch golfer wouldn't break 80 on his best day, on a course set up for a Tour event.

I think professional tournament golf, has distanced itself from the golf we play ever day.  That wasn't the case 10-20 years ago.  We used to play the same game, on the same courses.  Not so much these days.

[RickyBobby_PR]

5 hours ago, BrianL99 said:

I have a different perspective on why golf viewership has been on a downward trend.

I think the quality of play on the PGA Tour has risen so far above what the average golfer can relate to, recreational viewers are losing interest.

In days gone by, we could watch Jack Nicklaus hit a 7 Iron into a 155 yard Par 3 hole and know that we could do the same thing.  We could watch John Daly hit Driver-3 Wood into a 550 yard Par 5 and we knew weren't far from being able to do it, too.

We now see a 15 year old kid, shooting -14 in a Korn-Ferry event.

We used to watch golf on TV and think were only 6 month's of practice, from being on the PGA Tour.  A Scratch golfer knew he was close.  These days? A Scratch golfer wouldn't break 80 on his best day, on a course set up for a Tour event.

I think professional tournament golf, has distanced itself from the golf we play ever day.  That wasn't the case 10-20 years ago.  We used to play the same game, on the same courses.  Not so much these days.

Tv contracts and the advertising costs plus those willing to pay it disagree. If there wasn’t a return on the investment for paying those fees the broadcast channels wouldn’t be paying the money and the advertisers wouldn’t pay the prices for their commercials.

Too many focus on the tv viewership number with is a misleading and inaccurate stat.