Females
18-34 Only Key Demo To See Drop In Masters Ratings From '09
The Masters on CBS and ESPN saw double-digit gains in key male demos last
week. The four telecasts, however, saw a dip among females 18-34, down 11% from
last year. In all, women accounted for 34% of The Masters audience on CBS/ESPN,
which was flat compared to '09 (THE DAILY).
|
DEMO RATINGS FOR THE MASTERS ON CBS AND
ESPN |
|
YR |
M18-34 |
F-18-34 |
M18-49 |
F18-49 |
M25-54 |
F25-54 |
M55+ |
F55+ |
|
'10 |
2.4 |
0.8 |
3.2 |
1.3 |
4.0 |
1.6 |
9.2 |
4.8 |
|
'09 |
2.0 |
0.9 |
2.7 |
1.2 |
3.4 |
1.5 |
7.8 |
3.9 |
|
% +/- |
20% |
-11% |
19% |
8% |
18% |
7% |
18% |
23% |
RATINGS A RECORD, BUT NOT HUGE, IN CANADA: In Toronto, Chris
Zelkovich noted the 1.8 million viewers who watched the final round of The
Masters last Sunday in Canada on Global TV was an "all-time Masters ratings
record" in the country. But Zelkovich wrote "considering the hype this is all a
bit underwhelming." Zelkovich: "I'm sticking with my theory that a lot of women
who normally watch golf were turned off by Tiger's off-course antics"
(THESTAR.com, 4/13).
