LPGA Faces Viewership Crisis Amid Strong Player Advocacy

Belleair, USA - The LPGA Tour is riding a roller coaster of viewer interest, recently hit by both highs and lows that paint a mixed picture for women’s golf. On one hand, July 2023 saw record viewership, marking the most-watched month in LPGA history, with broadcasts averaging over 600,000 viewers—almost three times the figures from the start of the year. On the other hand, the recent KPMG Women’s PGA Championship witnessed a staggering 50% drop in viewership, with just 428,000 tuning in compared to 867,000 the previous year.

Nelly Korda and other players have voiced their discontent regarding the tournament setup and broadcast quality. The criticism includes concerns over the lack of live coverage and the prevalence of tape delays. Michelle Wie West expressed this sentiment poignantly during a Bloomberg podcast, stating that while there may be an upward trend in purses and viewership, much more is needed to attract mainstream attention. Her call for improvements is clear: more cameras and better on-screen technology must pave the way for enhanced viewing experiences.

Broadcasting Challenges and Opportunities

The LPGA finds itself in a tough spot, lacking its own TV rights contract as part of a $700 million agreement with CBS, NBC, and ESPN, which primarily favors men’s events. Historically, over 95% of the revenue from this partnership has bolstered the men’s tour. Meanwhile, the LPGA’s separate live-streaming arrangement with ESPN+ runs until 2025, suggesting limited immediate options for change.

Despite these challenges, not all is bleak. Players recently experienced an improved viewing experience at the KPMG Women’s PGA Championship, thanks to KPMG Performance Insights, which integrates advanced analytics and even AI-generated daily recaps. These innovations aim to aid player preparation and enhance fan engagement, although their regular incorporation into LPGA events remains uncertain.

The Road Ahead

Looking ahead, the anticipation is building for the AIG Women’s Open, the final major of the LPGA season. With July’s impressive figures still fresh, including several broadcasts exceeding a million viewers—the first time in tour history—hopes are high. The final round of the recent U.S. Women’s Open attracted 1.59 million viewers thanks to its primetime finish, highlighting the potential for captivating broadcasts ahead.

Star players are also making headlines. Lydia Ko is in contention for the CME Group Tour Championship, showcasing her skills with remarkable rounds. Ko, who has her eyes set on qualifying for the LPGA Hall of Fame, leads the player of the year race while also vying for the Vare Trophy. Meanwhile, Korda rebounds from a surgery setback and recently reclaimed her No. 1 ranking, further enriching the competitive landscape as events unfold this season.

In closing, the LPGA faces a pivotal period where growth and visibility remain crucial. With the right strategies, player support, and fan engagement, there’s every reason to believe that women’s golf can rise to new heights. As Wie West aptly put it, it’s time to make strides in broadcast excellence and viewer connection. Doing so could transform the spectator experience for a sport that deserves its moment in the spotlight.

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