Golf Channel Sets Lead For Other Single-Sport Cable Networks

The Golf Channel, which launched in January ’95, now reaches 70 million U.S. HHs, “about 20 million fewer than” ESPN, and media analysts estimate the value of the Comcast-owned net at about $1B, according to Greg Johnson of the L.A. TIMES. Kagan Research said that the net’s $101M in revenue from advertising and operator fees in ’05 made it “the biggest single-sport cable channel.” The amount “dwarfs such rivals as Speed Channel and Tennis Channel, but noticeably lags ESPN [$966.5M] and traditional broadcast networks.” Cable industry consultant Stephen Effros said The Golf Channel “saw the potential [for niche sports channels] a lot earlier than other people did and they’ve capitalized on it very well. A lot of other entrepreneurs and the sports leagues themselves are now trying to emulate them.” Johnson noted 75% of the network’s viewers are male, and the median age of viewers is 51, with a median household income of nearly $80.000. The Golf Channel CEO David Manuogian said that the network “is the wrong place to sell laundry detergent, but a great vehicle for marketing upscale automobiles, pricey golf clubs or financial services.” Johnson noted industry analysts predict that The Golf Channel “will get a double-digit bump in ratings next year” when it adds PGA Tour coverage (L.A. TIMES, 10/22).