AVIDGOLFER

Why The PGA Championship Suffered Lowest Ratings Since 2008

Rick Arnett /

The PGA Championship’s TV ratings were hardly positive. In fact, the numbers were the lowest since 2008 (that includes the 2017 U.S Open & The Open).

So what gives?

Well Golfweek.com’s media writer Martin Kaufman weighs in as he lists many issues while attempting to put a positive spin on the news.

Oh, sure, I could dwell on CBS producer Lance Barrow’s habit of showing an inordinate number of shots on tape and ignoring large swaths of the field. I could criticize Gary McCord’s failings small (chortling over his jokes, which no one else finds amusing) and large (saying Hideki Matsuyama’s approach to 16 “has gotta be in the water” when viewers could see it sitting on the bank). I could lament the way the PGA of America has allowed this great championship to become less an invitation to enjoy golf than an incentive to change the channel. I could ruminate on the unbearable lightness of being Ian Baker-Finch, a charming and decent man who seems utterly incapable of saying anything interesting.

One suggestion: Encourage TV partners to be even more aggressive on technology. A good place to start would be better on-course audio. I always harp on this, but don’t you think the millennials the PGA of America hopes to reach would have enjoyed listening in occasionally as Rickie Fowler and Rory McIlroy were playing together the first two rounds? (As Steve Flesch noted on Twitter, it also would have been useful in understanding Jason Day’s wacky decision-making on the final hole Saturday.) And if your announcers are going to spend four days talking about the greens, shouldn’t you have something that shows viewers the breaks and speed?

It’s difficult arguing his points. I’ll also add…

  • Too many commercials. Yes I make a good portion of my living living selling ads but showing a couple of shots (taped no less?) then going to commercial breaks snuffs out any momentum or building excitement. It’s another reason why the Masters keeps its audience for longer stretches as they have far fewer ads than the other majors. In fact, why can’t CBS adopt NBC’s lovely idea of “Playing Thru” where a split screen shows live action while paying bills on the other side. Of course, even with a large screen, the golf shots look like you’re watching thru a microscope. Fix please.
  • Bring on the tech. More cool visual information adds to the presentation relevance–think video games. You’ll have a greater appreciation how the pros play then when you get a bunch of TrackMan data to digest and ProTracer graphics to view.
  • Less taped shots–especially during the back nine on Sunday. Give me live and local! In addition, there were five players tied for the lead but CBS appeared to forget several of the contending golfers for long stretches.
  • More iconic courses. The PGA tends to hold their marquee event at less than famous tracks. Other than Pebble Beach or maybe Riviera, there’s no reason to hold their Championship at a venue hosting a normal PGA Tour tournaments. In fact, the USGA if faulty of that crime with recent Chambers Bay and Erin Hills sites. A major needs to feel that way all around; TV production and venue. Of course a Rory McIlroy/Jordan Spieth final grouping would help as well but sadly those are hardly guaranteed.

Bottom line is the game strives to bring in more participants and viewers. Yes, its a niche sport which means you have to take advantage of any technology advances and weave a compelling storyline complete with fewer ads and more action. Without a Tiger Woods-like presence attracting even non-golf fans, its more important than ever to ramp up the good stuff.

PGA Championship TV ratings