PGA Championship ratings slump among lowest in 25 years
The US PGA Championship, the second major of the golf season, suffered a significant ratings drop for this year’s tournament, ranking among the lowest in the last 25 years.
The final round of the competition on Sunday, which was won by Brooks Koepka for the second straight year, ended with a 3.9 overnight rating on US network CBS, which was down 36 per cent from 6.1 in 2018.
However, the PGA Championship rating was up 8 per cent from the 3.6 rating in 2017.
The 3.9 rating is the third-lowest for the final round of the major since at least 1995, with only 2017 and 2008 (3.0) ranking lower.
Tiger Woods’ failure to make the cut was cited as a big reason for the ratings drop, as an anticipated rematch with Koepka failed to materialise, while the fact Koepka was seven shots clear at the start of the final round also hurt the viewership.
Woods and Koepka squared off in the final round in last year's tournament, which led to CBS achieving a 69 per cent increase on the rating from 2017.
Koepka’s second consecutive PGA Championship win peaked at a 5.4, down 35 per cent from last year’s peak of 8.3, but up 8 per cent from the 2017 peak of 5.0.
Of the five golf majors over the past year, only last year’s US Open, which was also won by Koepka and didn’t feature Woods in the final round, posted a lower final round rating than this year’s PGA Championship.
The US Open had a 3.6 rating, the final round of last year’s British Open posted 5.0 and last month’s final round of the Masters, which was won by Woods, had a 7.7.
This was the first year the PGA Championship took place in May, moving from its traditional August date.
Meanwhile, the PGA Tour has signed a new multi-year marketing partnership with Meiomi Wines, the US wine brand, in which it will become the official wine of the PGA Tour and PGA Championship.
Under the deal, Meiomi Wines will activate its partnership at tournaments across the US, including the Players Championship and Tour Championship, with an on-site presence.
Meiomi will further support the partnership with a heavy investment in digital advertising.
Elsewhere in golf, the United States Golf Association has teamed up with Marvel Entertainment, the character-based entertainment company, to create a printed and digital golf-themed comic book featuring Marvel characters.
The books will be available online on USGA.org/publications from June.
As part of the agreement, limited-edition Marvel-themed golf posters will also be distributed at the Junior Experience on the Sunday of the USGA’s 2019 US Open at Pebble Beach event.