As Golf Channel prepares to hit 20 years on Jan. 17, the network is hitting 2015 on a four-year ratings run, and has drawn the most-affluent audience in all of television for both total day and primetime in 2014, according to Nielsen. Now, as the networks prepares for its third decade, Cynopsis Sports spoke with Mike McCarley, President of Golf Channel and about network’s momentum and the coming year for golf.
McCarley on the biggest lesson learned in 2014: Hard work pays off. In a year when the biggest ratings draw in the sport was sidelined with an injury, the investments in new programming and emerging platforms paid off, both in ratings and digital traffic. While there is no doubt that Tiger is a huge draw, it’s reassuring that Golf Channel’s focus on quality is being noticed, reflected by a record number of Emmy nominations this year and attracting the most-affluent audience in television. Our relationship with our loyal audience extends well beyond the traditional viewing experience, they are engaging with both our media and lifestyle brands in record numbers.
On 2015 challenges: Continuing the momentum. At our best, we showcase the world’s best competing anywhere around the globe and our lifestyle brands strive to enhance the experience of golfers whenever and wherever they play. Over the past few years, we have built viewership momentum with a focus on quality, unprecedented live tournament coverage and daily news and analysis, as well as a primetime lineup featuring award-winning original and instructional programming. We will continue to do more of what is working for us.
On the year ahead: While we’ll celebrate the network’s 20th anniversary this year, as a business we’re focused on the next 20 years. Our foundation will continue to be the best players in the world playing on the biggest stages in the game and this year Golf Channel will be covering some new events and moving onto some new platforms. But we also are showcasing the younger side of the game with our coverage of both the Men’s and Women’s NCAA Championships as Monday-Wednesday live events and highlighting the kids that reach the Drive, Chip and Putt Championships at Augusta National to kick off Masters Week. In the years ahead, we look to expand on this youth movement as these kids will be the stars of tomorrow. That future focus will also see us continue to innovate within established programming like deploying more technology in tournament programming aimed at attracting more casual fans to the sport, infusing more social media into our news and instruction programming, as well as a new installment to the award-winning Arnie, which will feature heartfelt user-generated content from the overwhelming fan feedback the series received.
On optimism: Isn’t everyone optimistic at this time of the year? There is a crop of young stars that are beginning to break out on the PGA TOUR and LPGA Tour. The NBC Sports Group is working well and is uniquely positioned to showcase these young stars as they develop in the years ahead. And Golf Channel’s increasing ability to encourage more golfers to play more golf by utilizing technology like GolfNow, which helps golf courses improve the experience they provide and golfers better enjoy the game.
On Super Bowl plans: This will not be a normal Super Bowl week for me because of some fortunate scheduling with the PGA TOUR in Phoenix the same week. So with the Super Bowl on NBC and golf’s best in town, it provides NBC Sports the opportunity to showcase golf and its stars in unique ways. Golf Channel will be doing daily shows from a specially built stage in the grandstands overlooking the 16th Hole at TPC Scottsdale, known as the “Coliseum” where 15,000 particularly boisterous fans a day will surround one golf hole and it will be especially raucous this year with Tiger in the tournament. Additionally, we have two Feherty Live primetime shows from the Orpheum Theatre in downtown Phoenix that week featuring Emmy nominated David Feherty and guests from sports and pop culture. And if you know Feherty, you know that anything can happen.
