The PGA Tour had many highlights in 2024, with Scottie Scheffler dominating with seven wins and Xander Schauffele finally capturing two major titles. However, despite these compelling storylines, the tour faced a significant challenge: declining TV viewership.
Throughout the year, this drop in ratings became a major talking point, with even Rory McIlroy weighing in on the issue, calling the decline “jarring” earlier in the season.
In 2024, the tour’s Sunday telecasts (excluding majors) averaged 2.2 million viewers, a 19% drop from 2.7 million in 2023. Including majors, the Sunday average was 2.8 million. Saturday broadcasts averaged 1.5 million viewers, down 17% from the previous year’s 1.8 million.
NBC, which aired several tour events, saw a 5% decline in its overall weekend viewership, averaging just over 2 million viewers. CBS, covering 16 events in 2024, averaged 1.79 million viewers, a 17% decrease compared to last year.
Several factors contributed to the decline. Weather disruptions, such as no final round at the AT&T Pebble Beach Pro-Am and weather delays during the WM Phoenix Open, negatively affected viewership. The 2024 Paris Olympics also likely drew attention away from some late summer tournaments. Additionally, LIV Golf’s growing presence, along with the absence of stars like Jon Rahm, Brooks Koepka, and Phil Mickelson, influenced viewership numbers.
Despite these challenges, the PGA Tour has highlighted some positive developments. Social media engagement grew by 6%, and visits to the PGA Tour’s website and app increased by 17%. Streaming services, such as ESPN+, also saw a 15% rise in average minutes watched.
Looking ahead, changes in Nielsen’s measurement methods, including the incorporation of “big data” from streaming and OTT platforms, may help paint a more accurate and favorable picture for 2024. According to Nielsen, the tour’s weekend broadcasts could see a 20% increase in viewership when these new methods are implemented.
While traditional TV numbers for the PGA Tour saw notable declines in 2024, upcoming advancements in how viewership is tracked might bring a more optimistic outlook for the future.