INSIGHT: WHO IS WATCHING GOLF, AND HOW? – In Partnership with Gather

Once upon a time, in the good ol’ days, people would congregate around a television to watch live sport broadcasts. There was only one way to watch football, tennis, golf, or any other sport. And that was on the TV.  

Sponsors and advertisers could measure the bang-for-their-marketing-buck by television viewership. Simple. But that was then, and this is now. When it comes to golf, who is watching it, and how? 

We collaborated with GATHER and their data partner YOUGOV SPORTS to understand how professional golf is viewed in the United States. 

Who is watching golf and how? Let’s first establish which fans are watching professional golf on live TV, and how much. More than half of golfers younger than 55 years report that they don’t watch live golf on TV at all. This includes a stunning 88% of fans aged between 18-24 years who do not watch golf on live TV. 

At the other end of the golf fan age range, 61% of 55–64-year-olds and 78% of 65+ year olds watch some professional tournaments on live TV.

Not only are older golf fans more likely to watch professional golf on live TV, but they are also more likely to use it to watch more tournaments.

Golf fans who are 55 years and older are at least twice as likely than younger viewers to watch professional golf on live TV. If we look at the extremes, 26% of 65+ year olds old’s watch golf on live TV compared to 4% of viewers aged between 18–24 years. 

Although younger viewers are more likely to stream professional golf, they don’t have exclusivity over it. Younger golf fans are most likely to stream golf coverage – 27% of 18–24-year-olds report that they watch golf this way. However, the proliferation of streaming services means that 10% of 65+ year olds also consume professional golf online. 

THE TIPPING POINT

Based on these data, we can identify an emerging trend about who is likely to watch professional golf and how. Golf fans 45 years and older are more likely to watch professional golf on live TV and watch more tournaments on it. If golf fans younger than 45 years do watch golf on live TV, they watch less tournaments than older fans. Instead, golf fans younger than 45 years are predictably more likely to use streaming services to watch professional golf. 

WHAT DOES THAT MEAN FOR SPONSORSHIP?

In the last decade, the landscape of brand sponsorship has undergone a significant transformation. With the rise of digital platforms and changing consumer behavior, brands have shifted their focus from traditional TV advertising to embrace a diverse range of channels, including social media and other digital forms.

The key factors driving this change and its implications for marketers and consumers alike are:

TV ADVERTISING – While TV advertising offered mass exposure, it lacked the targeted approach and interactive engagement of digital platforms.

RISE OF SOCIAL MEDIA – Influencer marketing has emerged as a powerful strategy, allowing brands to leverage the influence and reach of popular social media personalities to promote their products or services. Plus, social media analytics provides brands with valuable insights into consumer behavior, enabling them to refine their marketing strategies and target specific demographics more effectively.

SHIFT TOWARDS DIGITAL PLATFORMS – Emerging platforms such as TikTok, Snapchat, and Twitch gained popularity among younger demographics, prompting brands to explore new sponsorship opportunities.

MEASURING ROI AND EFFECTIVENESS – Unlike traditional TV advertising, which often relied on metrics such as viewership ratings, digital brand sponsorship offers more robust tools for measuring ROI and effectiveness.

IN CONCLUSION

The evolution of brand sponsorship over the last decade reflects the changing dynamics of consumer behavior and technological advancements. While traditional TV advertising still plays a role in many marketing strategies, brands are increasingly diversifying their approach to include social media, digital platforms, and innovative sponsorship opportunities. By embracing authenticity, transparency, and data-driven insights, brands can effectively navigate this shifting landscape and forge deeper connections with their audience in the digital age.

Are you struggling with your current strategy or don’t know where to begin? Get in touch and let’s have a chat, email us on hello@rocketyardsports.com

Stop Guessing. Start Growing. If you have a burning question, or need help underpinning an assumption about the golf business, Gather can help!

Remember…Your next customer is probably a Sports Fan