An early start time was bolstered by Woods's first win at Augusta since 2005, producing healthy numbers for CBS.
Despite an early start time due to weather, Tiger Woods drove impressive ratings for the Sunday's final round of the Masters on CBS. By Ben Strauss Ben Strauss Sports and media reporter Email Bio Follow April 15 at 4:17 PM Sunday’s final round at the Masters was as dramatic as it was early.
The result for CBS, which televised the tournament, was a mixed bag. The overall TV ratings were down from last year, but considering the time slot — millions fewer people are watching TV Sunday morning than in the late afternoon or evening, when the tournament is usually decided — the Woods bump was still powerful.
CBS reported an average overnight rating of 7.7 with a 21 share in metered-market households, meaning fewer than eight percent of TV households were watching the coverage, but more than 20 percent of households watching TV at the time were tuned into the Masters. The broadcast peaked at a 12.1 rating from 2:15-2:30 p.m., when Woods, who was in the final group, was playing the 18th hole.
CBS’s 2018 Masters coverage, which stretched late into Sunday afternoon, delivered an 8.7/18 share as Patrick Reed outdueled Rickie Fowler and Jordan Spieth for the green jacket. That broadcast peaked at 11.0. That rating represented an 18 percent jump over 2017′s 7.6 rating, which was down 17 percent from 2016.Minneapolis Sunday’s round, according to CBS, was also the highest-rated morning golf telecast going back for the 34 years that Nielsen data is available.
Woods’s return to prominence bodes well for any network in the golf business. There was not a bounty to be made in advertising sales Sunday for CBS — the vast majority of ads were sold before it was clear Woods would be in contention — but moving forward and potentially for next year’s Masters, the network can sell ads at rates that price-in Woods’s expected contention and America’s interest in him.Tiger Woods, golf prodigal, returns with a roar. It will be ages before another day like this.
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