Ava Romero
Golf's television ratings are plummeting, and it's a cause for concern for the sport's stakeholders. The traditional linear TV ratings are down significantly across the board, with the final round of the Masters attracting 9.58 million viewers, a 20% decrease from the previous year. The PGA Tour's TV ratings have also taken a hit, with average viewers dropping to 69,000 during the final round at the Procore Championship. While streaming services like YouTube TV and digital engagement on social media platforms have seen an increase, the traditional broadcast is still financially lucrative for the sport. The decline in TV ratings has sparked discussions about the health of the sport's TV product and raised questions about the future of golf broadcasting.
| Characteristics | Values |
|---|---|
| Reason for decline in TV ratings | Lack of interest in the sport, boring broadcasts, financial relationship with Saudi Arabia, etc. |
| Tournaments with low ratings | Masters, Phoenix Open, Arnold Palmer Invitational, Players Championship, LIV Championship, PGA Tour's Procore Championship, American Express |
| Number of viewers for the Masters | 9.58 million |
| Percentage decrease in ratings for the Masters | 20%<co: 0>* |
| Number of viewers for the Phoenix Open | <co: 0>2.38 million |
| Percentage decrease in ratings for the Phoenix Open | 30%<co: 0>* |
| Number of viewers for the Arnold Palmer Invitational | <co: 0>2.29 million |
| Percentage decrease in ratings for the Arnold Palmer Invitational | 30%<co: 0>* |
| Number of viewers for the final round of the Players Championship | <co: 1>3.53 million |
| Percentage decrease in ratings for the Players Championship | 15%<co: 1>* |
| Average number of viewers for the PGA Tour's Procore Championship | <co: 6,15>69,000 |
| Average number of viewers for the LIV Championship | 89,000 |
| Average number of viewers for the American Express | Not mentioned |
| Percentage decrease in ratings for the American Express | <co: 20>50%<co: 20>* |
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What You'll Learn
The rise of streaming services
Streaming services offer viewers the ability to customise their packages and access a wide range of sports content without the need for lengthy contracts or high fees associated with traditional cable and satellite services. This shift in consumption habits has contributed to the decline in traditional TV ratings for golf, as viewers now have the option to watch golf tournaments on streaming platforms such as ESPN+, Masters.com, and YouTube TV, in addition to traditional broadcasts.
While streaming services have contributed to the decline in traditional TV ratings for golf, it is important to note that golf's TV ratings are also impacted by various other factors. These include the timing of tournaments, competition from other sports, and the state of the game itself, with some fans expressing disappointment in the partisan rancor, lack of week-to-week star power, and new competitive formats.
Despite the decline in traditional TV ratings, golf remains a valuable sport for broadcasters and advertisers due to its dedicated fan base and attractive demographic of wealthy, older viewers. However, as more viewers continue to cut the cord and move towards streaming platforms, the relationship between traditional TV ratings and advertising value may change. Streaming services like Hulu + Live TV, YouTube TV, and Sling TV have become popular choices for golf fans, offering access to the Golf Channel and other sports networks at a lower cost than traditional cable packages.
In conclusion, the rise of streaming services has undoubtedly contributed to the decline in traditional TV ratings for golf, providing viewers with alternative ways to watch their favourite sport. As the media landscape continues to evolve, it will be interesting to see how golf adapts to maintain its presence and value in the broadcasting world.
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The loss of star players
Golf's TV ratings have been declining, with some tournaments experiencing significant drops in viewership. The loss of star players is one of the factors contributing to this downward trend.
The departure of top players from the PGA Tour to the LIV Golf series has been a significant blow to traditional golf broadcasts. Players like Dustin Johnson and Phil Michelson have been criticized for their pursuit of more lucrative opportunities, leaving a sour taste in the mouths of fans. The perception of disloyalty and the absence of respected figures have likely contributed to the decline in viewership.
The PGA Tour has also lost some of its announcers, such as Roger Maltby, further diminishing the star power associated with golf broadcasts. The combination of losing talented players and engaging announcers has likely had a cumulative negative effect on TV ratings.
While the LIV Golf series has attracted its own viewers, it has also fragmented the golf audience. The PGA Tour, which previously benefited from being the primary destination for golf fans, now competes with LIV for viewers. This division in the sport has led to confusion and rancor, with casual golf fans expressing their dissatisfaction with the state of the game.
To conclude, the loss of star players has undoubtedly contributed to the decline in golf TV ratings. The departure of popular players to the LIV Golf series, the fragmentation of the golf audience, and the perceived lack of excitement among current players have all played a role in this trend. Golf broadcasters and organizers will need to find new ways to engage viewers and rebuild the star power associated with the sport.
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The impact of the NFL
Golf's TV ratings have been declining, and this downward trend has been exacerbated by competition from the NFL.
Before the NFL season began in September 2024, PGA Tour Sundays were attracting millions of viewers. However, once the NFL season started, golf's TV viewership saw a significant decline, with golf taking a back seat to the more popular sport of American football. This is not a new phenomenon, as historically, golf has struggled to compete with the NFL for viewers.
The 2024 PGA Tour season averaged 2.8 million viewers on Sundays, a substantial decrease from previous years. The LIV Golf League's Individual Championship, which aired at the same time as the NFL, only attracted around 89,000 viewers. This highlights the challenge golf faces when competing with the NFL for audience share.
The decline in golf's TV ratings can be attributed to several factors, including the high cost of playing golf, which has led to the perception that it is a sport primarily for the wealthy. Younger generations, in particular, view golf as a sport for "pretentious self-absorbed jerks," and more accessible and relatable sports like disc golf are gaining in popularity.
Additionally, the lack of exciting personalities among today's golfers has made the sport less appealing to viewers. The dominance and charisma of past stars like Tiger Woods, Palmer, and Nicklaus are missing from the current crop of golfers, who are often seen as interchangeable and lacking in personality.
To address the decline in ratings, some have suggested that golf work more closely with television networks to improve the quality of broadcasts. This could include showcasing more of the golfers' personalities, providing behind-the-scenes content, and improving the commentary and analysis.
While the NFL has undoubtedly impacted golf's TV ratings, it is important to note that other factors, such as the ongoing dispute over the direction of men's pro golf and the divide between the PGA Tour and LIV, have also contributed to the downward trend.
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Poor quality of broadcasts
Golf's TV ratings have been declining, and one of the reasons could be the poor quality of broadcasts. Viewers have complained about the poor sound quality of NBC's golf tournament broadcasts. The broadcasts have been described as having terribly loud background interference noise, such as traffic noise, that drowns out the commentary and player interviews. The background music during recaps is also reported to be overly loud. However, some viewers have not experienced these issues and believe the sound issues could be due to specific television settings or channels.
In addition to sound problems, some viewers have reported buffering and poor picture quality issues with the Golf Channel, affecting their viewing experience. While one viewer praised the picture quality of NBC's telecasts, others have criticised the network for its excessive commercials, with five hours of "commercial-filled nonsense" on GolfChannel NBC and CBS. This has likely contributed to the decline in traditional broadcast viewership, with viewers seeking alternative ways to follow golf, such as streaming services or social media highlights.
The quality of announcers and commentators has also been questioned, with viewers expressing disappointment in the replacement of beloved announcers like Roger Maltby. The partisan rancor, lack of star power, and confusing competitive formats have further contributed to a decline in viewership, as casual golf fans have reported tuning out due to these issues.
While traditional TV ratings for golf are down, it's worth noting that golf on ESPN+ has been the most-watched sport from January to August for the past two years. Additionally, the PGA Tour's social media engagement and digital assets have increased by 15-20%%, indicating that fans are consuming golf content through alternative platforms and formats.
To summarise, the poor quality of broadcasts, including sound issues, picture quality, excessive commercials, and disappointing commentary, could be contributing factors to the decline in golf TV ratings. However, it's important to consider that viewership habits are changing, and traditional TV ratings may not capture the full picture of golf's audience across different platforms.
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Lack of fan engagement
Golf's TV ratings have been plummeting, with the final round of the Masters attracting 9.58 million viewers, a 20% decrease from 2023. The final rounds of the Phoenix Open and Arnold Palmer Invitational also saw a decline of over 30% from the previous year. While streaming services like YouTube TV have gained popularity, traditional broadcasts remain financially lucrative, with the current TV contract worth $700 million until 2030.
This decline in traditional broadcast viewership can be attributed to several factors, including the departure of top players from the PGA, the impact of LIV Golf, and the shift in viewing preferences to streaming platforms.
LIV Golf's intrusion into the sport has had a significant impact on fan engagement. The influx of money has created a perception of greed and disloyalty among fans, with players like Dustin Johnson and Phil Michelson being accused of prioritizing financial gains over fan loyalty. This has left a sour taste in the mouths of many fans, leading to decreased interest in watching these players compete.
Additionally, LIV Golf has made strategic decisions to enhance fan engagement through technology. They received the 2025 Sports Technology Award for Best Use of Fan Engagement Technology for their "Any Shot, Any Time" feature on the LIV Golf app. This feature utilizes AI to deliver automated graphics, providing fans with a more immediate and tailored live golf experience. While LIV Golf has been innovative in its use of technology to enhance the fan experience, traditional broadcast ratings continue to suffer.
The PGA Tour has also faced challenges with fan engagement, particularly during the COVID-19 pandemic when tournaments were held without fans. The lack of crowd noise forced broadcasters to experiment with creative solutions, such as mic'd-up players and "confession cams." While these innovations provided some insight into the player-caddie dynamic, they couldn't replicate the buzz of a live audience.
The decline in golf TV ratings is a complex issue influenced by various factors, including fan engagement. While LIV Golf has been innovative in its use of technology to enhance the fan experience, traditional broadcast ratings continue to suffer. As viewing preferences evolve and fan loyalty is tested, the golf industry must adapt to find new ways to engage and captivate its audience.
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Frequently asked questions
Yes, golf TV ratings are down.
There are several reasons why golf TV ratings are down. Firstly, the sport now has to compete with the NFL and college football for viewers during the fall months. Secondly, the intrusion of LIV Golf has cost the sport dearly in terms of public goodwill, with many casual fans reporting that they have stopped watching due to the sport's partisan rancor, lack of star power, and confusing on-again-off-again state of peace talks between the PGA Tour and LIV Golf. Other reasons include the sport's financial relationship with Saudi Arabia, the loss of interesting players, and boring broadcasts.
TV ratings for golf vary depending on the tournament and the round. For example, the 2024 Players Championship final round was viewed by 3.53 million viewers, while the 2024 Masters final round was viewed by 9.58 million viewers. The 2024 Procore Championship final round averaged 69,000 viewers, and the 2025 American Express tournament saw a 50% drop in viewership compared to 2024.
TV ratings for golf are typically calculated by audience measurement companies like Nielsen. Nielsen identifies a representative sample group that correlates with the demographics of the US population and collects their TV viewership data. This data is then extrapolated over the entire US population to estimate the total viewership.
There are several suggestions for improving golf TV ratings. One idea is to create a weekly show that goes behind the scenes on the tour, similar to the Netflix show "Full Swing". Another suggestion is to have real golfers talk about the course beyond short post-round interviews, which might help viewers get to know the golfers better.
