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).
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