The '96 major golf championship season was one of decreasing
TV ratings, according to Dave Shedloski of GOLFWEEK. U.S. Open
ratings were off 6%, the Masters 13%, the British Open down 37%.
The PGA Championships were down 21% on its final day. But
Shedloski notes, "numbers across the board are suffering," as the
three broadcasts networks are averaging a 3.2 rating for golf,
down 11% from '95. But NBC Sports Exec Producer Tommy Roy isn't
"overly concerned" about the drop and says the single biggest
factor in ratings is the weather. Roy: "When you look at the
interest in the game and the demographics, it (falling ratings)
is not a big deal." John Krzynowek, VP/Marketing for Tommy
Armour Golf, says the trend in lower ratings cuts "across the
entire TV spectrum," but he added, "Certainly this (lower
ratings) will be a good negotiating point for us and other
companies. Still, TV is the best method for reaching our
audience." Shedloski notes "all a ratings rebound might take are
some compelling tournaments," while each network has questions
they have to address. CBS "hasn't truly found its stride ... as
it struggles with the questions of CBS producer Frank
Chirkinian's fate." NBC has "weak links" like Bob Trumpy, and
ABC "can't overcome" negative perception of Brent Musburger (GOLF
WEEK, 8/24).
TIGER'S LILY: In New York, Phil Mushnick notes "it'll be
interesting" to see how the U.S. Amateur rated against CBS's PGA
Tour coverage of the World Series of Golf. Mushnick predicts the
"combination of match play intrigue" and Tiger Woods will give
NBC the edge (N.Y. POST, 8/26).
