Tiger's Return At Augusta Could Draw Record Ratings On CBS, ESPN

The Masters' Final Round Could See NFL-Level Ratings Should Woods Be In Contention

The highest-ever TV rating for The Masters came in '97 when Tiger Woods' first victory at Augusta National earned a 14.1 rating for the final round, but if Woods is in contention on Sunday this year "when he returns to golf after a sex scandal, expect the rating to blow that number away," according to Rachel Cohen of the AP. Former CBS Sports President Neal Pilson believes that CBS could earn a "rating in the 16-18 range if Woods has a chance at winning on the final day." Pilson: "I don't think it would do a 20, but it might." CBS attracted an average of 14.3 million viewers for the final round in '09, when Woods finished tied for sixth, and whether the net "gets a big boost in ratings" for its weekend coverage this year "will depend on how Woods fares." ESPN will air the first two rounds, and the net is "guaranteed to draw interest in how he performs from the start." ESPN's Masters coverage in '09 drew 3.4 million viewers for Thursday and Friday. Cohen noted Woods' return to golf "benefits everybody involved in documenting the tournament." Golf Channel Senior VP/Programming, Production & Operations Tom Stathakes said that the net "won't add a lot to its coverage since it can't do much more than the extensive amount already offered," though it "might start its pregame shows earlier depending on when Woods tees off." Stathakes predicted that Golf Channel's ratings will increase 20-25% from last year (AP, 3/16).

COULD RATING RIVAL THE NFL? SI.com's Alan Shipnuck writes Woods' Thursday debut on ESPN "will be mandatory viewing for sports fans and housewives alike, and if he's in contention on the weekend CBS may be looking at Super Bowl numbers" (GOLF.com, 3/17). USA TODAY's McCarthy & DiMeglio in a cover story note the first round of The Masters on April 8 "could be the most-watched golf telecast in history," and if Woods is "in contention Sunday, he could attract audience sizes similar to an NFL game's." Nielsen Communications Dir Aaron Lewis noted that the 10 highest-rated golf telecasts are "all Sunday final rounds," and Kevin Sullivan Communications Founder Kevin Sullivan believes that this year's ratings "could shatter all records" (USA TODAY, 3/17). Boston Univ. College of Communication Associate Dean Tobe Berkovitz said, "This is the jackpot for CBS, ESPN and the sponsors. The Masters is the premier golf event, and having Tiger come back will send ratings through the roof" (CNNMONEY.com, 3/16). In New Jersey, Ian O’Connor writes, "The 2010 Masters officially just became the biggest tournament in golf history” (Bergen RECORD, 3/17). Comcast SportsNet's Ann Killion said, "Think of how many people were watching on a Friday morning to watch him stand behind a microphone and utter a prepared speech." However, Killion warns if Woods "doesn't make the cut, CBS is going to be in for a long weekend" ("Chronicle Live," CSN Bay Area, 3/16).

The Masters Will Wrap Up Busy Month For CBS Sports

FEATURE PRESENTATION: USA TODAY's Mike Lopresti writes CBS and ESPN "can high-five one another for together lucking into one of the sports events of the century." Lopresti: "You can't get better theater than this, when what Woods does on Thursday at The Masters will be every bit as compelling as what he has done on so many Sundays" (USA TODAY, 3/17). Chicago Tribune reporter Brad Biggs: "ESPN and CBS had to be doing forward-rolls on the lawn today when they learned he would come back" ("Chicago Tribune Live," Comcast SportsNet Chicago, 3/16). MULTICHANNEL NEWS' Mike Reynolds noted Woods will "no doubt give ESPN giant ratings for its coverage" on Thursday and Friday. It is unclear if Woods will play in Wednesday's Par 3 event, also on ESPN (MULTICHANNEL.com, 3/16). TSN President Phil King, whose network will air the first two days of the tournament in Canada, said, "The ratings will be huge." Global TV, which will broadcast the weekend, "expects a significant increase in the 1 million viewers who watched last year's final round" (TORONTO STAR, 3/17). Meanwhile, DAILY VARIETY's Stuart Levine wrote April 5-11 will be a "banner week for CBS Sports." The net will air the NCAA men's basketball championship game on Monday of that week, just five days before its coverage of The Masters begins (VARIETY.com, 3/16).

DRAWING THE NON-TRADITIONAL FAN: Media analyst Shari Ann Brill said Woods "has become so controversial and interesting, people will watch even if it's the first time they've watched golf in their lives" (BUSINESSWEEK.com, 3/16). CNBC's Darren Rovell said, "We have the hard-core golf fans who will ... watch that no matter what. Then we have the casual fans who will watch when Tiger's in the hunt, and now we have a third group who are watching for the spectacle. The PGA Tour is hoping that that third group stays as long as they can" ("Outside The Lines," ESPN, 3/16). Washington Post columnist Eugene Robinson: "Clearly, people are going to watch The Masters to see him come back, but people are going to watch going forward because the difference between watching a golf tournament with Tiger Woods and without Tiger Woods is basically the difference between thrilling and boring" ("Countdown with Keith Olbermann," MSNBC, 3/16).

KEEP YOUR EYE ON THE BALL: In N.Y., Phil Mushnick writes if there is "some Tiger-based incivility at this year's Masters," viewers will "not see it on CBS's time or dime." There is "nothing CBS would do to mess with its consecutive string" of one-year contracts to broadcast The Masters. The net in '03 "ignored the otherwise highly publicized demonstrations of women's groups" that gathered at Augusta National to protest the club's exclusion of female members. Mushnick added the "only thing that may cause some intrigue is whether the Green-Jacketed Masters' shot-callers allow CBS to provide extra focus on Woods" (N.Y. POST, 3/17). Also in N.Y., Bob Raissman writes viewers should not "expect much discussion of the Woods saga." The Masters "controls the content and tone of the telecasts," and controversy is "rarely -- if ever -- discussed." However, CBS execs should "think about the ramifications of their announcers glossing over Tiger's tale" during the net's coverage, and they "also might think about how to promote Woods' return." One network exec said, "Not everyone tunes in for a train wreck. There are people who are repulsed by the sight of Tiger Woods" (N.Y. DAILY NEWS, 3/17). CBS' David Feherty: "Between now and when he tees it up, I don't know whether they'll be an interview granted ... but I imagine it'll be covered before we ever hit the air with golf. When the golf starts, it'll be about golf" ("The Dan Patrick Show," 3/17).

A MISSED OPPORTUNITY? The HOLLYWOOD REPORTER's James Hibberd noted The Masters has "frustrating restrictions that prevent networks from aggressively capitalizing" on Woods' return. Advertising for The Masters is "already sold out," and the networks are "allowed very little self-promotion during the Masters to run ads for their own content." Hibberd noted while they "might otherwise be tempted to supersize their Masters telecast to take advantage of the high public interest in Woods' return, ESPN and CBS plan 'business as usual' coverage as per their agreements with Augusta" (THRFEED.com, 3/16). Augusta National stipulates that there can "be only four minutes of commercials per hour" during coverage of The Masters, "as opposed to the usual 12 minutes or more" for a regular Tour event (N.Y. DAILY NEWS, 3/17). CNNMONEY's David Goldman noted CBS and ESPN "won't be able to charge Super Bowl-like rates to match the expected bump in ratings" since ad inventory is limited. However, ESPN, CBS and sponsors still have "much to gain from the ratings boost," because much of the "added viewership will likely come from an atypical marketing demographic for a golf tournament." Audience measurement firm Openet CMO Mike Manzo: "I'd expect a significant spike in viewership among non-golf viewers. They may be mixed about how they feel about him, but their viewership will be pretty high" (CNNMONEY.com, 3/16).

TRICKLE-DOWN EFFECT: MEDIAWEEK’s Anthony Crupi reported Woods’ return “should boost ratings for subsequent tournaments -- and as the ratings climb, advertisers will pay more for the privilege of owning PGA air time.” Kantar data indicated that when Woods appeared in an ’09 PGA Tour event, the “average cost of a 30-second spot was $104,500.” In his absence that rate “declined 30[%] to $80,200 per spot.” Those estimates “exclude the four Majors, which generally price out at around $200,000 per ad” (MEDIAWEEK.com, 3/16).

Should Woods Hold Wide-Ranging Press Conference Before The Masters?

TIME TO SIT DOWN AND TALK? In Chicago, Ed Sherman wrote Woods "must take care of some business" before The Masters begins, as it is "essential for him to talk to the media prior to the tournament." Woods should hold a "mass press conference and face the music." Sherman: "He can't go through this without answering some questions. Whether he chooses to answer every question is up to him. Regardless, this is an exercise he can't avoid" (CHICAGOBUSINESS.com, 3/16). The GUARDIAN's Lawrence Donegan writes, "It is hard to believe the man of the moment would take the Fifth and avoid the media all week but do not put anything past the Green Jackets of Augusta, who make up the rules as they go along and might accommodate such cowardice." Also, do not "put anything past" Ari Fleischer, who is advising Woods, as Fleischer "built his reputation through obfuscation on a grand scale" (GUARDIAN, 3/17).

MEDIA MONITOR: Woods’ return was the lead story on this morning's episode of CBS' "The Early Show," as a taped report included interviews with Golf Digest's Jaime Diaz, the Chicago Tribune's Teddy Greenstein, PGA Tour Commissioner Tim Finchem and golfer Rocco Mediate. Following the report, SI Golf Group Editor-at-Large Connell Barrett appeared live in-studio to discuss the Woods comeback. At the 7:30am ET, co-host Harry Smith spoke live via satellite with PGAer Jesper Parnevik, who introduced Woods to his wife, Elin. Woods also was the lead story on CBS’ “Evening News” broadcast last night. The show aired 4:22 of total coverage, including a taped report and a live interview with Golf Channel's Steve Sands. CBS will air the weekend rounds of The Masters on April 10-11. Other network news shows also dedicated time to Woods’ return. This morning's edition of NBC's "Today" reported on Woods 11:57 into the broadcast during the show's news cycle segment. At the 7:30am mark, the show aired a report from NBC's Peter Alexander, who was live from Augusta. A taped report included interviews with Mediate, Golf.com Deputy Editor Dave Dusek and The Britto Agency Founder & President Marvet Britto. N.Y. Daily News columnist Mike Lupica and former US Weekly Editor Janice Min were later interviewed. ABC's "GMA" this morning first reported on Woods at 9:06 into the broadcast, with a taped report that included interviews with golfer Kenny Perry and Vigilante Advertising President & CEO Larry Woodard. ESPN's Mike Tirico appeared live via satellite to discuss Woods' comeback. ABC's "World News" last night first reported on Woods at 3:08 into the broadcast, with 2:38 of coverage, while NBC’s “Nightly News” first reported on Woods at 12:45 and contained just 0:21 of total coverage (THE DAILY).