It’s Become Battle for Ratings

This year’s variation of prime time golf under the lights features Tiger Woods and John Daly against Phil Mickelson and Retief Goosen, but if declining television ratings are any indication, it very well might be the last.

ABC’s made-for-television event, a means to showcase Woods, who has a deal with the network’s parent company Disney, has had a steady decline in ratings during the last five years. And because this year’s installment, the Battle at the Bridges tonight at the Bridges at Rancho Santa Fe in North San Diego County, is the last of a three-year contract with the Bridges, speculation is that there won’t be another.

Tournament and television executives didn’t return phone messages seeking comment about the future of the event, but ratings provided by Nielsen Media Research speak volumes.

In the inaugural incarnation, 1999’s Showdown at Sherwood, which featured Woods and David Duval in head-to-head play, drew a 6.9 rating. The following year, the Battle at Bighorn drew a 7.6 when Sergio Garcia defeated Woods. It was the only time in the six-year history of the event that ratings have increased.

Since then, as Monday night golf has re-invented itself through format and personnel changes, the ratings have dropped. In 2001, the rating was 6.1; in 2002, it was 5.1; in 2003 it was 4.6 and last year it was 3.6, more than a 50% drop from its peak. Each rating point represents about a million viewers.

Daly said he wasn’t even aware that the ratings had declined and Mickelson had no solution.

“I really don’t know what to say about that,” he said. “All I know is that it’s a very fun event, one of the most fun events I play. I look forward to it, and I get excited to play every time I’m asked to do it.”

That might have something to do with the paychecks. Winners of the one-day, best-ball match play tournament receive $500,000 each, with $100,000 going to charity. Losers receive $200,000 each, with $50,000 to charity.