Friday, April 7, 2000
Woods pulling in larger TV
audiences, even when he's not playing
By HOWARD FENDRICH
AP Sports Writer
What's a surer bet than Tiger Woods making
the cut at the Masters? CBS showing as much as possible of golf's
biggest attraction.
“When Tiger Woods enters a tournament
and when he is in contention in the final round, we see a 30 to
50 percent increase over what is the 'normal' rating,” said
Neal Pilson, the head of a sports TV consulting company and former
president of CBS Sports.
“He draws people who don't normally
watch golf.”
The numbers, as they say, don't lie.
When Woods won the 1997 Masters by a record
12 strokes, CBS showed 66 of his 69 final-round shots and earned
a 14.1 rating — the highest percentage of U.S. TV households
to watch a Masters final round — and a whopping 34 share.
The share is the percentage of televisions tuned to a particular
broadcast.
And last year? With Woods a mere afterthought,
finishing tied for 18th at Augusta National behind winner Jose
Maria Olazabal, CBS settled for a 10.1 rating with a 22 share
Sunday.
Weekend TV ratings for all men's golf —
PGA Tour, Senior Tour and other tourneys — were up 10 percent
this year through last weekend, evidence of Woods' effect on the
sport.
CBS' coverage of golf this year has averaged
a 3.9 rating, higher than every year but one since 1987. CBS'
golf broadcasts in 1996, the year before Woods emerged, averaged
a 2.5 to this point in the season.
“I don't ever remember an athlete,
whether it's in a team sport or individual sport, I guess with
the exception of Michael Jordan, who can so dramatically affect
the amount of people watching a tournament,” CBS Sports president
Sean McManus said. “It's true at the regular PGA Tour events
and it's certainly true at the major events, also.”
Woods' appeal — based on his ability
and charisma — certainly extends beyond the majors.
When he failed in his bid to win a seventh
straight PGA Tour event at February's Buick Invitational, the
final-round ratings were higher than those for any U.S. Open or
British Open in the past 15 years.
Woods has been in contention a lot lately,
finishing first or second in 10 of 11 events heading to Augusta.
“Tiger's effect on golf is even greater
than Michael Jordan's was on the NBA,” McManus said. “His
effect on television and the viewership of professional golf is
almost impossible to overestimate.”
Since Woods joined the PGA Tour in 1996,
hundreds of millions of new dollars have flowed into golf, including
increases in TV contracts — the PGA Tour's TV deal, which
started in 1999, is worth about twice the previous one —
and what advertisers pay for air time.
“His impact is mind-boggling,”
said Larry Novenstern, director of sports marketing at advertising
agency BBDO. “His presence at a golf tournament drives the
price (of commercials) up artificially.”
Even when Woods isn't playing in an event
or has been out of contention, CBS' golf coverage this year has
gained a 3.3 rating — better than the overall numbers for
1996-98. When he's been in the running, that has jumped to a 4.8,
a 45 percent increase.
Woods is most popular on television among
men 18-34. Viewership in that group — a key demographic —
has increased 89 percent in 2000 when Woods is in fifth place
or better.
“It would be foolish and probably untruthful
for anyone in the world of golf television to say they cover Tiger
Woods the same way they cover anyone else,” NBC golf anchor
Dan Hicks said.
“You have to be aware of anything Tiger
Woods is doing anywhere on the golf course because of the comebacks
he's capable of.”
TUBE TALK: CBS
Sports analyst David Feherty doesn't subscribe to the theory that
the Augusta National course was adjusted to make things tougher
on Woods, who shot a 3-over-par 75 on Thursday. “I think
the harder you make the golf course, the better the chance he
has to win,” Feherty said. “I don't know how you 'Tiger-proof'
any golf course. Maybe if you put Sigfried and Roy out there.
Maybe.” ... The USA Network is showing the first two rounds.
CBS, in its 45th year of Masters coverage, goes on air at 3:30
p.m. EDT Saturday and at 4:00 Sunday. ... Bill Macatee, reporting
from the course at the Masters for the first time this year, signed
a three-year deal Thursday with CBS to do golf, NFL play-by-play,
and U.S. Open tennis. ... Dick Enberg joins CBS' Masters crew,
replacing Macatee on interview duty.
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