When you come to think of it that is the secret of most of the great holes all over the world. They all have some kind of a twist. C.B. MACDONALD
Haney Project season three star Michael Phelps and Golf Channel presenter Win McMurray 
Nice numbers from the experimental (not anymore!) 2013 Aberdeen Asset Management Scottish Open, which aired on Golf Channel and for the first time, NBC (see Mike McCarley Q&A here).
A few of the "overnight" numbers are below, with one rating point generally equating to 1.14 million viewers. The final numbers won’t be available until Wednesday for Golf Channel but it appears the Scottish easily outdrew the U.S. Senior Open. Phil Mickelson obviously gets a huge "assist" in this. But still, mighty impressive:
· Golf Channel’s coverage of the final round of the European Tour’s Scottish Open (9:30A-12P), leading into NBC’s coverage, delivered a 0.28 in the overnights, up 27% vs. Golf Channel’s Final Round coverage last year (8A-12:45P, 0.22). NBC’s continuing coverage of the Scottish Open final round (12-2:45P) received a 1.3 (first time for event on NBC, no comparison available).
Also note that US Senior Open was up YOY – which can be attributed in part to lead-in of Scottish Open.
· NBC’s coverage of the U.S. Senior Open final round (2:45-6P) posted a 0.99, up 29% YOY (3-6P, 0.77).
As Sky reports, Phil Mickelson moved to 14 under, joining three others two shots behind Henrik Stenson heading into the final round of the Scottish Open at Castle Stuart. 
That should be a nice bonus for NBC, which is getting plenty of attention here in the UK for airing the weekend rounds on the network. And since this could be a historic weekend for network golf in the U.S. and especially the European Tour if a success, I emailed questions to Golf Channel President Mike McCarley about the Aberdeen Asset Management Open, now signed through 2017 including a likely 2016 return to Castle Stuart.
McCarley served as SVP Communications, Marketing and Promotions for NBC Sports & Olympics before joining Golf Channel in February, 2011. He kindly answered my questions while attending this week's Scottish Open.
GS: What's the backstory on this week's Scottish Open ending up getting network air time on NBC?
MM: This is a simple and logical next step in our continual innovation to create more interest in the game. It's a pretty natural evolution. Golf Channel has been partners with the European Tour since the network launched 19 years ago (the 1995 Dubai Desert Classic was the first live tournament on Golf Channel). The relationship with the European Tour has always been collaborative, so when Golf Channel became part of NBC Sports two years ago, the opportunities to help build interest in the Tour increased and we saw a lot of immediate success. Not only did the European Tour see a significant overall ratings lift because of the larger audience now watching Golf Channel, but also we've been able to better promote European Tour golf to a broader audience on NBC.
In some instances, especially for Final Rounds after receiving Saturday NBC promotion, European Tour audiences have increased by as much as 400%. This is all part of a much larger, methodical process to help create more interest in the game. When we introduce new viewers to the European Tour, it helps make these players more identifiable. This, in turn, helps build viewership whenever they play – whether it's on the PGA Tour, during Majors or the Ryder Cup.
GS: Is this something that we could see more of in the future or is this a unique situation because of Aberdeen Asset Management?
MM: This unique situation is a big part of our jobs to bring more attention to the game through innovation, but at the same time our aim is to remain authentic to the game. So you always want to see how something works before you decide exactly how a unique situation like this will work in the future. With that being said, Aberdeen Asset Management has been terrific partners through this process and they share our passion for the game so we will continue to work closely together on this project.
GS: How much did Castle Stuart and links golf in general play into making this something the network would want to show?
MM: It's really a confluence of factors that made this make sense. The European Tour on Golf Channel has featured plenty of links golf courses over the years and plenty of American golfers dream of playing links golf in Scotland. At its best, TV can transport viewers to places they may never be able to go, so for many who watch this week on TV, it may be the closest they get to making that special trip to Scotland. But for some, especially with the pictures they're seeing, it may provide just enough motivation to plan that trip.
The Scottish Open first piqued my interest as a television property when David Feherty, in his own self-deprecating style, told me a story about winning the Scottish Open and then subsequently losing the trophy – yes, he lost the oldest trophy in all of sports. The story involved waking up in another country, with 'at least' two members of Led Zeppelin. Later, it wasn't the humor that I was thinking about it was the history. There is fantastic history inherent to an event and setting like this and it could be an interesting piece for us to explore. Another item of interest is Castle Stuart, when Gil Hanse was selected to design the Olympic course in Rio one of the factors I kept hearing about was the phenomenal job that he did here. While these weren’t deciding factors, these aspects first waked our curiosity about the potential of what this could become.
GS: Does the look of a venue in the HD world play any role in how much coverage? Is that something you discuss with the PGA Tour when looking down the road for future planning?
MM: The sweeping vistas and coastlines are all important as a backdrop and you invest in extra production resources to help bring that to the viewer (a fixed-wing airplane has been added to the production here, similar to the plane we've added in Hawaii in recent years to best capture the coastline scenery). Any sports fan, who watches in HD knows that golf is one of the most visually interesting in sports. We know a lot of TV retailers turn Golf Channel on in their showrooms because it showcases the clarity best and we're starting to see the same tendencies with the emerging 4K technology. We all know one special aspect to golf is that it’s played around the world in spectacular locations where, as an entertainment option, the competition is often enhanced by crisp pictures and breathtaking views. I wouldn’t say that the venue dictates how much coverage an event receives, but it always contributes to our high-quality productions and is a vital part of our storytelling throughout an event.
GS: Speaking of the PGA Tour, how do they feel about their partner network showing a rival tour on NBC?
MM: It's interesting when you look at how the schedule lays out; because the Scottish Open finishes on NBC, Golf Channel is able to air early coverage of the John Deere Classic. And the Scottish Open provides a lead-in to the U.S. Senior Open on NBC that afternoon. So we are actually able to give more exposure to each event. While it's an overused cliché that I can't believe I'm actually going to use, but this truly is a win-win. If this line-up of events gets fans excited about watching more golf, it’s easy to see the potential and longterm positive effects that simple new approaches like this can have for the game.
For Immediate Release:
ORLANDO, Fla. (July 8, 2013) – Golf Channel continues to carry momentum after marking 2012 as the most-watched year ever and first quarter 2013 posting the most-watched quarter ever by wrapping June with the most-watched second quarter in network history. Second quarter reached nearly 29 million unique viewers.
For 24-hour Total Day (6AM-6AM), 124,000 average viewers per minute were tuned into Golf Channel in second quarter 2013, representing an 8% year-over-year increase compared to second quarter 2012, 39% vs. second quarter 2011 and 44% vs. second quarter 2010, according to data released by the Nielsen Company.
The record numbers in second quarter 2013 are built off Golf Channel’s viewership momentum in 2012, which drove Golf Channel’s status as the fastest-growing network on U.S. television since joining the NBC Sports Group (among networks serving 80 million or more homes throughout that span).
HIGHLIGHTS FROM JUNE:
· June 2013 logged the network’s most-viewed June mark with almost 18 million unique viewers.
· Golf Channel’s LIVE FROM THE U.S. OPEN and MORNING DRIVE drove the network to its most-watched U.S. Open Week for an East Coast venue.
· The week of the U.S. Open, MORNING DRIVE reached almost 2 million unique viewers, setting a new weekly high for the daily morning show in 2013.
GOLFCHANNEL.COM AND GOLF CHANNEL MOBILE POSTS RECORD TRAFFIC
Golf Channel’s digital presence experienced its best quarter ever with GolfChannel.com and Golf Channel mobile pulling in record numbers for unique visitors and page views. GolfChannel.com was up 26% in unique visitors and 39% in page views vs. second quarter 2012, while Golf Channel Mobile was up 47% in unique visitors and 76% in page views vs. second quarter 2012. Contributing to these record numbers was GolfChannel.com’s and Golf Channel Mobile’s best month ever in June for unique visitors. This was driven by GolfChannel.com’s and Golf Channel Mobile’s best month ever in June for unique visitors.
When they make the press release distinction of an East Coast U.S. Open while highlighting ratings, one has to wonder if...
A) The network whose contract is up in 2014 is suggesting they would like to play fewer East Coast U.S. Opens compared to those in the dreaded West where the weather is better and prime time viewing across much of the land boosts the numbers, or...
B) The network whose contract is up in 2014 is suggesting they should pay less for East Coast U.S. Opens compared to those in the dreaded West where the weather is better and prime time viewing across much of the land boosts the numbers.
There are only two West Coast U.S. Opens on the current docket from 2014 to 2020.
Anyway, just a thought.
The final 2013 East Coast U.S. Open ratings...For Immediate Release:
MOST-VIEWED EAST COAST U.S. OPEN FOR GOLF CHANNEL ON NBC IN SIX YEARS
ORLANDO, Fla. (June 20, 2013) – GOLF CHANNEL ON NBC’s tournament coverage and Golf Channel’s news programming scored record audiences for the USGA’s U.S. Open, America’s National Golf Championship, which was held last week at the historic Merion Golf Club near Philadelphia. GOLF CHANNEL ON NBC’s weekend tournament coverage was the most-watched East Coast U.S. Open in six years (since 2007 at Oakmont Country Club), while Golf Channel posted the network’s most-watched U.S. Open Week ever for an East Coast event (second most-watched U.S. Open Week of all-time behind last year’s event at The Olympic Club in San Francisco), according to data released today by The Nielsen Company.
“With this year’s U.S. Open, the USGA created a complete test of golf, as well as reintroduced the historic Merion Golf Club to fans worldwide,” said Mark Lazarus, Chairman, NBC Sports Group. “Our marketing and promotional teams, combined with Tommy Roy and our exceptional production team, throughout the week on Golf Channel and NBC gave fans a great viewing experience of our national championship.”
NBC Sports Group’s comprehensive coverage of the U.S. Open was highlighted by:
GOLF CHANNEL ON NBC Weekend Coverage:
· GOLF CHANNEL ON NBC’s final round coverage on Sunday delivered 8.4 million average viewers (5.4 rating), making it the best East Coast final round at the U.S. Open since 2007 at Oakmont Country Club and +14% more than 2011 U.S. Open at Congressional Country Club (4.5).
· GOLF CHANNEL ON NBC’s final round coverage peaked with 13.7 million average viewers (8.4 rating) on Sunday from 7-7:30 p.m. ET.
· GOLF CHANNEL ON NBC’s Weekend Coverage delivered 6.8 million average viewers, making it the most-watched East Coast U.S. Open since 2007 at Oakmont Country Club.
· GOLF CHANNEL ON NBC’s Weekend Coverage reached 31 million viewers.
· GOLF CHANNEL ON NBC’s third round coverage on Saturday delivered 5.4 million average viewers (3.7 rating), which was the best East Coast U.S. Open third round since 2007 at Oakmont Country Club and was +17% over 2011 U.S. Open at Congressional Country Club (3.1).
· GOLF CHANNEL ON NBC’s early round coverage on Thursday from 3-5 p.m. ET delivered 2.45 million average viewers (1.8 rating). This was +34% more than 2011 U.S. Open at Congressional Country Club and was the most-watched Thursday East Coast U.S. Open coverage since 2005 at Pinehurst.
· GOLF CHANNEL ON NBC’s early round coverage on Friday from 3-5 p.m. ET delivered 2.79 million average viewers (2.0 rating). This was +52% more than 2011 U.S. Open at Congressional Country Club and was the most-watched Friday East Coast U.S. Open coverage since 2009 at Bethpage Black.
Golf Channel LIVE FROM THE U.S. OPEN Week:
· LIVE FROM THE U.S. OPEN drove Golf Channel to its second most-watched U.S. Open Week of all time, behind last year’s event at The Olympic Club. This also represents the most-watched U.S. Open Week for Golf Channel from any East Coast venue.
· Golf Channel reached 9.1 million viewers across last week, +24% vs. 2011 U.S. Open at Congressional Country Club.
· LIVE FROM THE U.S. OPEN programming reached more than 7 million total viewers for the week (+15% vs. 2011).
· MORNING DRIVE content reached almost 2 million viewers (1.9mil) – setting a new weekly high for the daily morning show in 2013.
· LEE TREVINO: AN AMERICAN CHAMPION, which showcased the 1971 U.S. Open at Merion Golf Club, has reached 1.4 million viewers to date with premieres on NBC on Sunday, June 9 and Golf Channel on Monday, June 17, making it the most-viewed Golf Channel-produced documentary in 2013.
GolfChannel.com’s and Golf Channel Mobile’s Coverage of U.S. Open:
· GolfChannel.com scored its most-clicked week ever for page views (14.98 million, +56% YOY), unique visitors (2.37 million, +12% YOY), and video starts (2.84 million, +358% YOY).
· Golf Channel Mobile scored its second most-clicked week ever for page views (10.17 million, +35% YOY) and unique visitors (440K, +36% YOY).
Mike McCarley's most recent email to the Golf Channel community announced the addition of 52 more employees via the acquisition of two tee sheet software companies to compliment GolfNow, the OpenTable of golf. Included in the acquisition is a company based in Europe, which one can read a lot into. Or not.
From the Golf Channel head's note to the staff after Golf's Longest Day coverage, note the ambitious last sentence...
While year two of Golf Channel's extensive "Golf's Longest Day" coverage didn't yield the same number of unforgettable on-course moments as the inaugural effort, the marathon day of coverage paid off again with a few fine moments and overall sense that this day is why we love our sport. That was best proven by the player interviews with golfers genuinely grateful to be heading to Merion made for great television. But also credit Golf Channel for giving the actors in this drama time to talk and share what qualifying for the U.S. Open means.
Technically, the daunting effort to cover 11 sites was superior to last year, with the use of attractive and easy-to-follow graphics standing out. The on-site coverage from Merion, where there was no qualifying, seemed more disruptive than informative. Perhaps in future years there can be a little more affection for the regional and state golf associations that are running the U.S. Open Sectional Qualifiers for the USGA, and a little less on the blue coats who get plenty of attention a week later.
Either way, the point of the ambitious coverage is to whet our appetite for the U.S. Open and share the many satisfying rags-to-riches stories that come out of the Sectionals, and once again Golf Channel succeeded wildy.
Rusty Miller sums up the Columbus qualifier that ended with an 11-player qualifier for 7 spots and was led by Charley Hoffman fresh off a final round 81 at the Memorial.
Jeff Rude was at Columbus and focused on final qualifier Luke Guthrie who eliminated Mike Weir, Steve Flesch and Jason Kokrak with a 5-footer. Flesch, who has been juggling playing and commentating, had son Griffin on his bag for the first time ever and the young lad Tweeted about the day.
Guthrie Tweeted his joy:
Wow! I'm so pumped for an opportunity to compete for the US Open! Pretty intense out there in the playoff! Thanks for all the messages!
— Luke Guthrie (@LukeGuth1) June 4, 2013
But the most fun qualifier was at Century CC and Old Oaks in Purchase, NY where Canadian Tour player Jesse Smith led the way over 18-year old Gavin Hall and 48-year-old Geoffrey Sisk who punched his fifth U.S. Open ticket.
Jerry Foltz wrapped up the coverage in this report.
David Dusek on the brief thrill Brandon Matthews had in easily the most exciting moment of Golf's Longest Day coverage. Though he didn't make it, Matthews is still an alternate. There is no clip online right now, but his unplayable lie and chip in was easily the best moment of the broadcast.
Dusek also writes about 18-year-old Gavin Hall, whose final of four straight birdies was caught by Golf Channel.
Barry Svrluga reports on Sam Saunders' near miss that included a four-inch putt, Fred Funk missing by two and Lee Janzen's DQ for wearing spikes at a course where spikes weren't allowed and where competitors were told they were not allowed.
Jay Coffin obtained a copy of a letter sent to contestants of the Woodmont qualifier with the second item that says: "Steel spikes are not permitted for the qualifying rounds or for practice rounds. It is a condition at all qualifying sites, unless otherwise indicated by an asterisk on the entry application …"
Kay Cockerill covered Lee Janzen’s disqualification for wearing steel spikes and interviewed Michael Cumberpatch Mid-Atlantic Golf Association.
Golfweek notes from the Woodmont qualifier.
Adam Schupak reports from Memphis where Kevin Sutherland was medalist, former NCAA champion Scott Langley made an ace and Cinderella story Brandon McCrick is in, too.
Cassie Stein's notes from the Ball Ground, Georgia qualifier where Nicklaus Award winner Michael Kim arrived after a quick trip to Columbus to collect the award for top college player made it through to Merion.
Rex Hoggard reports from Newport Beach where a struggling Bio Kim easily qualified while NCAA Individual Champion Max Homa made it through in a playoff. Cal's Homa has already taken to Twitter to request a practice round with Stanford's Tiger Woods.
@tigerwoods just won PAC 12s, NCAA championship, and qualified for the us open. Any chance I can get a practice round with u?? #hero
— max homa (@maxhoma23) June 4, 2013
Nick Masuda's notes from the Bradenton qualifier where two players return Tuesday morning for a one-spot playoff.
Andy Zunz's five things from the St. Louis qualifier where 54-year-old Jay Don Blake stole the show.
Brentley Romine's notes from the Springfield qualifier.
The USGA's main Sectional page with links to photos and scoring, with stories to come in the night.
Golf Channel's results page and their Twitter feed page from the day.
Golfweek has a photo gallery from Hawks Ridge, including a push cart shot. Cover your eyes golf snobs!
The USGA has photos from 10 of 11 sites and here they are:
Newport Beach
Bradenton
Ball Ground, Georgia
Rockville, Maryland
St. Louis
Purchase, New York
Columbus, Ohio
Springfield, Ohio
Dallas, Texas
Cle Elum, Washington
**Nick Masuda on "Trump protege" (the poor man works for The Donald) John Nieporte, who qualified in Bradenton. And yes, the name does look familiar because it is. He's the son of longtime Winged Foot head pro Tom.
Plenty of interesting numbers in this press release on Golf Channel's big May, 2013.
I've included the Big Break numbers since I know that's all the kids really care about:
GOLF CHANNEL POSTS MOST-WATCHED MAY EVER, 19% INCREASE IN VIEWERSHIP YEAR OVER YEAR
As 2013’s Fifth Consecutive Most-Watched Month, May Garners Nearly 17 Million Unique Viewers for Golf Channel
PGA TOUR’S THE PLAYERS Championship Posts Most-Viewed Week and Most-Watched Week Records for Event on Golf Channel
GolfChannel.com On Pace to Set Best Ever Marks for Key Metrics
ORLANDO, Fla. (May 30, 2013) – Golf Channel’s tremendous momentum continues through the month of May, which was the network’s most-watched May ever. Golf Channel has now opened 2013 with five consecutive record-setting months, an unprecedented accomplishment since Golf Channel became the cable home of the PGA TOUR in 2007.
Golf Channel drew 16.9 million unique viewers in May with a wide-spectrum of programming driving these record numbers, which have been built upon Golf Channel’s success in 2011 and 2012 as the fastest-growing television network among those serving 80 million-plus homes – a two-year span of unprecedented viewership growth since the network became part of the NBC Sports Group. For 24-hour Total Day (6AM-6AM), 133,000 average viewers per minute were tuned into Golf Channel in May, representing a 19% year-over-year increase compared to May 2012 (112,000), 58% vs. May 2011 (84,000) and 49% vs. May 2010 (89,000), according to data released today by the Nielsen Company.
Viewership highlights from May include:
TOURNAMENTS:
· Most-viewed and most-watched PLAYERS Championship week for Golf Channel in the event’s history with 11.5 million unique viewers (+23% YOY) and 212,000 average viewers per minute for 24-hour Total Day (+25% YOY), respectively.
· Golf Channel’s early round coverage of THE PLAYERS on Thursday (1.73 million viewers) and Friday (1.7 million viewers) becoming the network’s 18th and 19th rounds or programs in 2013 with more than 1 million viewers.
NEWS:
· LIVE FROM THE PLAYERS audience peaking on Sunday, May 12 with 1.4 million average viewers leading into and out of “Golf Channel on NBC” coverage (1:15-1:30 p.m. and 7:15-7:30 p.m.)
· MORNING DRIVE up 19% with 51,000 average viewers per minute vs. May of last year (43,000), including its highest hour of the year outside of Masters Week with 155,000 average viewers on Saturday, May 11, from 8-9 a.m.
ORIGINAL PROGRAMMING:
· BIG BREAK MEXICO season premiere becoming the second most-watched debut for BIG BREAK with 279,000 average viewers.
· FEHERTY episode featuring Rocco Mediate on Monday, May 13, matched this season’s premiere with Jack Nicklaus as the most-watched FEHERTY in 2013 with 193,000 average viewers.
Tony Manfred looks at ESPN's layoffs and the likelihood that overpaying rights fees may portend strength from its competitors, though as the first link notes, it's also about bringing in younger, cheapter labor.
Still, if Manfred's case is to be believed, this is of note considering that NBC's USGA contract expires in 2014 and the two networks are expected to bid on the next contract.
In the last 24 months, ESPN has agreed to huge rights deals with a bunch of leagues and events. Some of the highlights:
• $15.2 billion over 10 years for Monday Night football (73% higher annually than the previous deal).
• $7.3 billion over 12 years for the new college football playoff (480% higher annually than what it was previously paying for BCS bowls).
• $5.6 billion over 8 years for MLB (100% higher annually than the previous deal).
• $825 million over 11 years US Open tennis (400% higher annually than the previous deal).
That doesn't include smaller deals with specific college sports conferences, golf tournaments, and NASCAR.
In Ron Sirak's story on Dottie Pepper there was some indication that we might be hearing Pepper announce again soon and it turns out ESPN is her destination. Nice get for their team.
For Immediate Release:
Dottie Pepper Joins ESPN’s Golf Coverage Team
Dottie Pepper, a major championship-winning golfer as well as a respected television commentator and author, has joined ESPN’s golf coverage team and will make her on-air debut at next month’s U.S. Open.
Pepper, a 17-time winner on the LPGA Tour during her career, will serve multiple roles on ESPN’s multiplatform golf coverage including analyst, on-course reporter and anchor during live play. She also will be an analyst on ESPN’s signature news and information program SportsCenter and will write for ESPN.com.
"Joining the ESPN golf team offers me the chance to cover the greatest golf events in the world,” said Pepper. “It's a team of passionate and proven winners, dedicated to making the events they cover the best in the game."
Pepper, who retired from the LPGA in 2004, worked for the past eight years as a golf commentator for NBC Sports and The Golf Channel and also was a contributing columnist for Sports Illustrated. She announced at the end of the 2012 season that she would be joining the PGA of America Board of Directors to work on developing junior golf in the United States.
ESPN’s championship golf schedule for 2013 includes the Masters, U.S. Open and The Open Championship; the U.S. Women’s Open and Women’s British Open; and the U.S. Senior Open and Senior Open Championship.
“ESPN’s golf schedule is perfect for me,” said Pepper. “I love working in television and this schedule allows me to do that but also gives me time to continue my work with the PGA of America and junior golf. It’s an ideal situation.”
A three-time NCAA All-American golfer at Furman University, Pepper turned pro in 1987 and her 17 victories on the LPGA Tour included two of women’s golf’s major championships. She was LPGA Player of the Year in 1992, a six-time Solheim Cup team member and won more than $6.8 million during her career.
In addition to her work on television, Pepper also is co-author of the Bogey Tees Off and Bogey Ballton’s Night Before Christmas children’s books.
"We're very pleased to have the opportunity for Dottie to join our team,” said Mike McQuade, ESPN vice president, production. “Her knowledge, experience and professionalism will bring another layer of strength to our golf coverage."
Geoff Shackelford is a Senior Writer for Golfweek magazine, a weekly contributor to Golf Channel's Morning
Copyright © 2022, Geoff Shackelford. All rights reserved.
