Woods’ Masters victory delivers mixed ratings for CBS after early start time

Tiger Woods’ victory at the Masters on Sunday led to mixed TV ratings for US broadcaster CBS due to the unusually early start time of the final round.

CBS’s coverage began at 9am – compared to a 2pm start in previous years – due to the threat of rain in the afternoon.

The network proclaimed that the final round was its “highest-rated morning golf broadcast” in 34 years, with a 7.7 overnight rating – but it was down 11 per cent from last year’s 8.7 rating.

However, the live broadcast from Augusta peaked with a 12.1 rating between 2.15pm and 2.30pm Eastern Time, when Woods clinched his first victory at a major championship in 11 years – the highest peak since 2013.

According to Bloomberg, Woods generated more than $23.6m (€21m) in exposure for various corporate partners, including Nike, Monster Energy, Bridgestone Golf and TaylorMade.

Read this: An anatomy of the US Masters

Most recent

Social media giant Facebook’s challenges around its Copa Libertadores coverage in Latin America have convinced it that non-exclusive rights models form “one of the best ways” of breaking into markets where entrenched viewing habits restrict the potential for exclusive rights to grow engagement with the platform.

The Football Association rejected a higher bid for domestic FA Cup rights for the 2021-25 cycle from incumbent pay-television broadcaster BT Sport in favour of commercial broadcaster ITV, SportBusiness Media understands, in a move that took the competition exclusively free to air in the UK.

Spanish football’s LaLiga extended its rights deal in China with Wuhan DDMC Culture in May without going to market, where it would have faced a tough task maintaining its income, SportBusiness Media understands. The Chinese rights market has cooled since the previous deal was agreed, and DDMC is thought to be paying the league a strong rights fee.

South African pay-television operator Multichoice is facing the biggest challenge in its 26-year history in the form of a two-pronged regulatory attack on its dominant position in the country’s sports-rights market.