Jay Monahan’s Response to PGA Tour TV Ratings Raises Concerns
Jay Monahan, the PGA Tour Commissioner, recently addressed the media wearing a mint-green shirt at the John Deere Classic, attempting to put a positive spin on the Tour’s declining television ratings. While he claimed the numbers aren’t as bad as they appear, his response left many wondering what he truly meant.
Monahan, generally known as a straightforward individual, found himself in a difficult position during this media session. When asked about the significant drop in TV ratings, instead of providing a direct answer, he offered a carefully crafted statement. He highlighted that “overall consumption across our platforms in aggregate is up,” a comment that sounds optimistic but leaves much to interpretation.
For those familiar with TV ratings discussions, it’s clear that Monahan’s response was more about managing perceptions than addressing the reality. While it’s possible that overall consumption has increased, the term itself is vague, and the correlation between these metrics and the Tour’s revenue remains unclear. Essentially, Monahan was trying to present a positive narrative despite evidence suggesting otherwise.
TV ratings are crucial because they directly impact the revenue generated from broadcasting rights. High viewership translates to more advertising dollars, which in turn increases the value of those broadcasting deals. A drop in viewership, however, spells trouble. And trouble seems to be looming for the PGA Tour, as one of its TV partners reportedly experienced a 15-17% decline in ratings from 2023 to 2024. After years of relatively stable ratings, this sharp decline is a concerning development.
So, was Monahan being dishonest when he suggested that the overall consumption was up? Not exactly. He was strategically avoiding the harsher truth that the Tour’s TV audience has significantly decreased. When TV networks lose one-fifth of their viewers, it’s bad news for everyone involved—the Tour, the networks, and the sport of golf itself.
To be fair, there are several factors contributing to declining TV audiences across the board, such as the ongoing decline of cable television and changes in how viewership is measured. The PGA Tour did manage to maintain steady ratings in the first few years of competition with LIV Golf, so it’s not entirely clear if the drop is due to the presence of LIV Golf or other issues like scheduling conflicts, weather conditions, or evolving viewer habits.
Monahan did acknowledge some of these factors and announced the creation of a fan feedback program aimed at improving broadcast quality. He also mentioned that Nielsen, the company responsible for TV ratings, is updating its measurement system, which could result in a reported increase in the PGA Tour’s reach.
While Monahan’s points are valid, they don’t entirely dispel concerns. His attempt to downplay the significance of TV ratings and shift focus to other metrics feels like a calculated move to distract from the more troubling numbers. He understands that the TV ratings decline isn’t due to flaws in Nielsen’s system—if it were, every other show would be experiencing similar declines.
However, Monahan is acutely aware that the PGA Tour’s current TV contracts with NBC and CBS are locked in until the end of the decade. This means that, for now, the Tour’s financial situation remains stable, regardless of this year’s ratings. It’s only when negotiations for new rights deals begin in a few years that these numbers will truly come under scrutiny.
For now, Monahan’s decision to downplay the Tour’s TV ratings may be a strategic move to protect its interests. The networks have remained supportive despite the low ratings, likely because their current contracts remain unaffected. But as negotiations for future deals approach, the focus on these ratings will inevitably intensify.