In an article creatively titled "Tiger's Long Tail" Media Week makes the cast that the Golf Channel might be the biggest winner in Tiger's returns. The story notes, as has previously been written about here that because the folks at Augusta National are big time control freaks, the rates for the Masters have already been fixed and neither ESPN or CBS can change them based on Tiger's return. The story does note though that if the ratings are huge, CBS and ESPN will be able to jack up rates on the remaining tournaments those networks are televising this year.
The story makes the case that Golf Channel with all its coverage of tournaments, including pre-round and post-round action, might be the biggest winner. Though it isn't televising the Masters, it has 34 hours of pre-round and post-round coverage planned during the tournament.
Dave Cassaro, president of Comcast network ad sales, said the potential for big ratings gains is matched by improved performances by Golf's endemics. "We've seen an increase of activity among everything from the equipment manufacturers to automotive," Cassaro said. "We're having a much better year in 2010, and in general, the sports marketplace is in excellent shape, better than anyone could have expected."
I think that makes sense in for the Masters, but I think the MediaWeek post falls into the same (potential) trap that a lot in the TV media have about Tiger's “return” and its implications for golf TV ratings.
Tiger played in 18 tournaments last year. My guess is that he plays in fewer this season, perhaps *far* fewer.
The idea that Tiger being “back” elevates the ratings of the events he's not in is unsupported by any evidence I've seen.
What if Tiger decides to play the 4 majors plus a handful of other tournaments? That's not out of the question.
If nothing else: Tiger in Masters = good for Golf Channel, and good for the networks carrying the U.S. Open, PGA and British Open. Which will also be good for Golf channel. I also imagine barring injury Tiger will play in his own tournament in DC this year (last year he couldn't because of injury).
For the TV networks broadcasting tournament coverage, Tiger playing in general won't likely elevate interest in golf enough to improve the ratings for a tournament he's not playing. However, the audiences are so much smaller for Golf channel a very slight increase in general interest probably is more beneficial to it on a percentage basis, even when Woods isn't playing.
I think that makes sense in for the Masters, but I think the MediaWeek post falls into the same (potential) trap that a lot in the TV media have about Tiger's “return” and its implications for golf TV ratings.
Tiger played in 18 tournaments last year. My guess is that he plays in fewer this season, perhaps *far* fewer.
The idea that Tiger being “back” elevates the ratings of the events he's not in is unsupported by any evidence I've seen.
What if Tiger decides to play the 4 majors plus a handful of other tournaments? That's not out of the question.
If nothing else: Tiger in Masters = good for Golf Channel, and good for the networks carrying the U.S. Open, PGA and British Open. Which will also be good for Golf channel. I also imagine barring injury Tiger will play in his own tournament in this year (last year he couldn't because of injury).
For the TV networks broadcasting tournament coverage, Tiger playing in general won't likely elevate interest in golf enough to improve the ratings for a tournament he's not playing. However, the audiences are so much smaller for Golf channel a very slight increase in general interest probably is more beneficial to it on a percentage basis, even when Woods isn't playing.