| TOURNAMENT | NETWORK | # OF VIEWERS P2+, 2007-08 | # OF VIEWERS P2+, 2008-09 | % CHANGE |
|---|---|---|---|---|
| BRITISH OPEN-SAT | ABC | 3,040,000 | 3,278,000 | 7.8% |
| BRITISH OPEN-SUN | ABC | 5,147,000 | 4,463,000 | -13.3% |
| AT&T NATIONAL-SAT | CBS | 2,630,000 | 1,442,000 | -45.2% |
| AT&T NATIONAL-SUN | CBS | 3,615,000 | 2,164,000 | -40.1% |
| NEC WORLD SERIES GOLF-SAT | CBS | 3,250,000 | 1,793,000 | -44.8% |
| NEC WORLD SERIES GOLF-SUN | CBS | **4,541,000 | 3,018,000 | -33.5% |
| PGA CHAMPIONSHIPS-SAT | CBS | 5,947,000 | ^^1,298,000 | -78.2% |
| PGA CHAMPIONSHIPS-SUN | CBS | **9,165,000 | 3,885,000 | -57.6% |
| BUICK INV PGA GOLF-SAT | CBS | 3,761,000 | 1,601,000 | -57.4% |
| BUICK INV PGA GOLF-SUN | CBS | **6,193,000 | 2,868,000 | -53.7% |
| DEUTSCHE GOLF CHAMP-SUN | NBC | 3,658,000 | 1,960,000 | -46.4% |
| DEUTSCHE GOLF CHAMP-MON | NBC | 4,936,000 | 2,116,000 | -57.1% |
| BMW GOLF CHAMPIONSHIP-SAT | NBC | 3,113,000 | 1,091,000 | -65.0% |
| BMW GOLF CHAMPIONSHIP-SUN | NBC | **4,358,000 | 1,678,000 | -61.5% |
| TOUR CHAMPIONSHIP-SAT | NBC | 3,573,000 | 1,372,000 | -61.6% |
| TOUR CHAMPIONSHIP-SUN | NBC | **4,231,000 | 2,183,000 | -48.4% |
| TOTAL | 4,567, 000 | 2,430,000 | -46.8% | |
| source: The Nielsen Company 2009 ** – tournament won by Tiger Woods ^^ – play suspended by inclement weather | ||||
As anyone who followed golf during the 2008-09 season can attest, the noticeable lack in the intensity of media coverage of the PGA Tour, the lack in water-cooler discussions about the PGA Tour, and the general dwindled interest of professional golf were directly caused by an absence of the world's number one player, who happens to be the world's most popular athlete, the world's first athlete-billionaire, and one of the world's most recognizable people.
But, none of this is news.
As someone who came of age in the Tiger-era, witnessing, firsthand, the impact that he had on a generation of young golfers has been profound.
Where I started playing golf perhaps before I could stand, watching, as a child, as my friends became intrigued by the game, began to notice the game -- I should say notice Tiger -- and began to take an interest in a game so long associated with everything non-progressive and non-youthful. As a generation of fist-pumping golfers emerged, so did an obvious resentment from the golfing status quo. Where much of the ambivalence surrounding Tiger has since disappeared, at times a certain negative cloud surrounds him -- whether it's racial considerations, doubting his accomplishments as he's never faced, what many consider, a single formidable opponent (Hogan vs. Snead, Nicklaus v. Palmer, etc.), or questions regarding the contemporary, distance-driven characterizations of golf (while some say this is a transmogrification of the game, I consider it progress).
Yet, as golf's popularity has seemingly dwindled over the past few years, a certain question has arisen, at least in my mind. What is golf going to do when Tiger is no longer able to capture the world's youth?
In ten years, Tiger will be 44-years-old and, at least in the opinion of some, he will likely continue his worldwide dominance of the game. But, it's doubtful that Tiger will remain the imposing force in drawing new (young) golf fans that he currently is (although, arguably, he's already lost some of his allure). What 14-year-old is going to idolize a 44-year-old?
My question, and the basic premise behind much of the conversation on this blog, is how is the PGA Tour going to reestablish a youthful audience without Tiger -- someone that has escalated the PGA Tour greater than anyone before him, with the possible exception of Arnold Palmer?
Is Ricky Fowler, Anthony Kim, Jamie Lovemark, or Rory McIlroy going to fill his shoes?
This is a conversation that golf's leading institutions need to have.
It is my belief that the advents of technology in the media are going to prove to be the greatest tools in golf's arsenal, assuming that golf embraces them. Today, golf needs to establish young stars that are, at least in a small possibility, able to serve as a fan's "favorite golfer." These young stars need to have their characters established throughout the golfing community; they need to not have yachts named "Privacy,"they need to provide an unlimited access to their fans, and they need to embrace stardom in a fashion that both the young and old, progressive and conservative can invest themselves in.
1 comment:
The golf industry is currently struggling financially. The PGA Tour, at least through 2010, (thank you 5 year tournament sponsorship agreements) is not. Your television viewership data indicates just how crucial Tiger's tournament schedule is to television advertising rates. The Tour can likely still command a solid TV contract for another 5 years or so with the lure of Tiger's approaching Nicklaus' major championship total and Snead's 82 total wins.
Hopefully, young players like Rory McIlroy and Anthony Kim (already proven winners) can utilize the new media to attract younger fans (and golfers to the game.) Those 2 (and Fowler if he too can win) clearly have the style and charisma to attract young people. Tiger brought young (and old) fans because of his performance and uniqueness. The young new stars will not have Tiger like performance. Hopefully, they can gain fans through flair, communication skills and, of course, with their golf clubs.
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