The baseball ratings increase on broadcast is largely explained by the New York Yankees in the AL Championship Series and the World Series. Golf's increase is a healthy Tiger Woods in 2009 vs. a broken leg in the US Open and Tiger out of action most of 2008. Pro football's is harder to pin down, but two undefeated teams late in the season + Viking Bret Favre would seem to capture much of it. College football's ratings increase I have no good guesses for. Anyone, anyone, Buehler?
Source: CBS presentation to UBS 37th Annual Global Media and Communications Conference