Submitted by Lynda Labozan
March 28, 2019 / 11:52 AM
When one thinks of the most popular sports in America, golf and tennis aren’t always the first two that come to mind. But for advertisers, they should, and the reason is simple: spending power. Fans of golf and tennis are 68% more likely than the average TV viewer to have a household income of $150K.1
More so than the American creations of football, basketball, and baseball, tennis and golf are steeped in tradition and their signature events cloaked in pageantry. The aura surrounding the sports are just as much a part of the sports as the actual sports themselves.
And the numbers don’t lie – golf and tennis fans have deep pockets. Consider the following:
- The 27% of the U.S. population who are PGA Tour viewers account for a whopping 67% of the wealth in the U.S.
- Golf Channel delivered the most-affluent primetime audience in television and is ranked second for most-affluent total day audience in television.
- On average, PGA Tour fans spend 8% more money than NBA and NFL fans and 7% more than MLB fans.
- Luxury car buyers are 126% more likely to have watched tennis on cable in the past year.2
- 82% of tennis’ U.S. Open fans have a college degree. The U.S. average is 34%.
Golf and tennis are also the two most popular single player sports in the United States, and there’s no shortage of popular athletes attracting viewers. In fact, some have called this the golden age of men’s tennis, with three players in particular – Roger Federer, Rafael Nadal, and Novak Djokovic – already establishing themselves as all-time greats. On the women’s side you have staples like the Williams sisters and dominant newcomers like number one-ranked Naomi Osaka. In golf, the great Tiger (Woods) is still lurking, drawing major attention when he’s in contention, and younger stars like Dustin Johnson, Rickie Fowler, and Brooks Koepka are attracting eyeballs, especially on cable.
Cable presents multifarious opportunities to reach this coveted demographic, including The Golf Channel, TNT, ESPN, FS1, and more. And the number of viewers who watch golf and tennis continues to rise: total minutes viewed in 2018 were up 4% YOY among all persons and among P25-54.3
Let us serve you up some more numbers driving home the fact that golf and tennis viewership are on the rise:
- ESPN, which carried the first two days of Masters coverage, said in a release that it averaged 3.5 million viewers, an increase of 46% from last year.
- Golf Channel’s live PGA TOUR coverage in 2018 was its most-watched ever, up 22% with average viewers and 29% with P25-54 versus 2017.
- In 2018, TNT garnered its most-watched PGA Championship coverage since 2015, averaging 1.3 million viewers for an 11% increase when compared to last year.
- ESPN’s exclusive coverage of the Wimbledon fortnight earned a +6% increase in audience (P2+) in 2018 over the 2017 Championships, according to Nielsen.
- ESPN’s presentation of the tennis US Open was seen by an average of 1,036,000 viewers (P2+), up 9% from 2017 (949,000) and the most for the event since 2015.
There are boundless opportunities on cable in 2019 to showcase your business alongside golf’s and tennis’ signature events, including golf’s Masters Tournament, PGA Championship, U.S. Open, the Open Championship, and tennis’ Wimbledon and US Open. Comcast Spotlight will help you put your brand in all the action.
For more information, fill out this form, give us a call (1-888-877-9799), or contact your local Comcast Spotlight representative.
1 Scarborough USA+ (Dec16-May18): Adults that have watched Tennis or Golf on Cable in the past year.
2 Scarborough USA+ (Dec16-May18). Adults planning to purchase or lease a luxury vehicle in the next 12 months.
3 Nielsen CY 2018 compared to CY 2017, Live+SD, Golf and Tennis telecasts across all nationally measured networks.