Continuing last week's coverage, I take a look this week at Nielsen's data on sports fans in 2013 focusing on the latest findings on golf. You
can read the full summarized report here: www.nielsen.com/us/en/reports/2014/year-in-the-sports-media-report-2013.html: I've read through it and here's some of the most interesting facts from the past year:
The biggest names in golf teed off an exciting year in 2013, with standout performances from Phil Mickelson wining the British Open to Tiger Woods raking in five tournament victories. The Final Round at the Masters alone brought a 9% increase in viewership over 2012. While rising young stars like Rory McIlroy and Jordan Spieth continue to make headlines and threaten the legacy of the veteran champs, golf viewership remains tethered to an unchanging demographic of affluent, older, white men that has remained the same over the past decade.
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| http://bit.ly/NpnpZm |
The biggest names in golf teed off an exciting year in 2013, with standout performances from Phil Mickelson wining the British Open to Tiger Woods raking in five tournament victories. The Final Round at the Masters alone brought a 9% increase in viewership over 2012. While rising young stars like Rory McIlroy and Jordan Spieth continue to make headlines and threaten the legacy of the veteran champs, golf viewership remains tethered to an unchanging demographic of affluent, older, white men that has remained the same over the past decade.
·
14.7 million TV viewers clicked their remotes over to
the Masters in 2013
·
The average PGA
viewer is a white male, aged 55 or older who makes $40-$75k a year. The second largest demographic includes those
making $100K or more a year.
·
Avid PGA
fans skew older and wealthier, however they are also very tech savvy, consuming
content on a variety of devices, golf fans are actually the least likely to watch sports on TV than fans of any other sport, but are:
o
30% more likely to watch on a mobile app
o
33% more likely to watch on a tablet
o
20% more likely to watch at work
·
Avid PGA fans
are 60% more likely than the average consumer to own stocks/stock options and
43% more likely to own second homes.
·
Top PGA
advertiser: Cialis RX
·
NASCAR has
the highest share of female fans of any sport on TV at 37%, however PGA viewership is not far behind with
35% of the audience makeup skewing female.
·
The top two golfers tweeted at Augusta include
Tiger Woods and Adam Scott, with 127,000 and 234,000 tweets respectively,
surrounding their names. Golf fans are in full Twitter swing!
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