In "Going gray: Sports TV viewers skew older" Sports Business Daily's John Lombardo & David Broughton return to their 2006 survey of sports viewers and find that the audience is getting older across the board.
Golf, naturally, tops most of their lists with a median age of 64. Only one sports saw their median age drop, and golf was not greying the fastest (that wrestling!).
The study, conducted exclusively for SportsBusiness Journal by Magna Global, looked at live, regular-season game coverage of major sports across both broadcast and cable television in 2000, 2006 and 2016. It showed that while the median age of viewers of most sports, except the WTA, NBA and MLS, is aging faster than the overall U.S. population, it is doing so at a slower pace than prime-time TV.
Of course, as fascinating as the story is, I can only imagine the meetings this week where this comes up and nervous execs obsess about how we get the kids in our sports. The answers aren't pretty unless you see an opportunity here to tighten broadcast windows up a tad.
The trends show the challenges facing leagues as they try to attract a younger audience and ensure long-term viability, and they reflect the changes in consumption patterns as young people shift their attention to digital platforms.
“There is an increased interest in short-term things, like stats and quick highlights,” said Brian Hughes, senior vice president of audience intelligence and strategy at Magna Global USA. “That availability of information has naturally funneled some younger viewers away from TV.”
We also got some PGA Tour Live numbers out of this effort, so there is that. From the PGA Tour's Ty Votaw:
Votaw also noted that audience trends today can’t be solely focused on the linear TV viewer and pointed to a younger audience on tour-run digital properties.
“When you go to PGATour.com, the median age is 55 and for our PGATour Live (over-the-top network), the median age is 20 years younger than on broadcast,” he said.
That still puts the median at 44, which PGA Tour Live is still largely watched by Non-People-Who-Matter viewers (aka millennials).
There were several charts with the piece, but the one showing golf not graying quite so badly proved eye-opening given the supposed hipster status of pro wrestling and UFC.
