Colonial TV ratings surprisingly drop from 2013

Posted Tuesday, May. 27, 2014  comments  Print Reprints
More information

Weekend TV ratings

Despite Sunday’s dramatic playoff victory by Adam Scott, the No. 1 player in the world golf rankings, the final-round overnight TV ratings for the 2014 Crowne Plaza Invitational at Colonial were down 12 percent from 2013. Saturday’s ratings also dropped from 2013 levels. Here is a look at annual Colonial TV ratings since 2003, when Annika Sorenstam competed at the event:

Final-round ratings
Third-round ratings

Have more to add? News tip? Tell us

The buzz generated by Adam Scott’s playoff victory in Sunday’s final round at the Crowne Plaza Invitational at Colonial did not translate to improved television ratings for Fort Worth’s annual PGA Tour stop.

Scott, the No. 1 player in the world golf rankings, helped sell lots of tickets for his triumph over Jason Dufner in a three-hole, sudden-death playoff. But the ratings for Sunday’s final-round telecast were down 12 percent from last year’s telecast, based on figures released Tuesday by CBS.

Sunday’s telecast garnered a 1.5 rating with a 4 share. The 2013 final-round telecast, with Boo Weekley claiming the Colonial title, pulled a 1.7 rating and a 4 share.

Colonial’s third-round ratings, which included a one-hour weather delay during the Saturday telecast, pulled a 0.9 rating/2 share, down from a 1.1 rating/3 share in 2013.

The 2014 overnight ratings for CBS’ weekend telecasts were the tournament’s lowest since 2010, when the event posted a 1.0 rating/3 share in the final round and a 0.9 rating/2 share on Saturday.

Michael Tothe, Colonial tournament director, said he was “shocked” by the ratings drop-off based on Sunday’s dramatic playoff between two major champions from the 2013 season.

Along with industry analysts, he surmised that sunny conditions throughout most of the U.S. on Memorial Day weekend, particularly in areas impacted by rough winter and spring weather, might have contributed to the drop-off.

The timing of the ratings drop could prove crucial in negotiations with the event’s title sponsor. Crowne Plaza’s contract expires after the 2015 tournament and Gina LaBarre, vice president of Crowne Plaza brand management, stressed during tournament week that TV ratings would be significant in deliberations about an extension. LaBarre said a decision will be made in September.

“It’s all going to be in the ratings because, really, that’s what it’s about at the end of the day,” LaBarre said. “So I won’t know at the end of this week what’s going to happen. We’ve got to see what we do from a ratings perspective … For us, it’s about how do we get more national exposure for the brand.”

Colonial’s last notable uptick in TV ratings occurred in 2011, when David Toms claimed the title and the final-round telecast drew a 2.1 rating/5 share, an increase of 110 percent from the 2010 final-round ratings. Although ratings will be crucial in Crowne Plaza’s deliberations, LaBarre stressed that other factors will be considered. Crowne Plaza has been the Colonial title sponsor since 2007.

“We will have to decide by the end of September,” LaBarre said. “We’ll do the due diligence when we get back, and we also have to look at it from a development standpoint because we use this to entertain our owners. So what has this done for us to drive more deals, more hotels, across all [hotel chain] brands? Not just Crowne Plaza. Trying to quantify that, as well, is always a challenge.

“So we’ll look at the whole entire package and determine what is the right future for us, where this event is concerned. This is where we put the lion’s share of our marketing is right here, through golf. So we have to get as much exposure as we can for the brand.”

Having Scott, the No. 1 player in the world, as a defending champion in 2015 gives Crowne Plaza a value-added factor for next year’s event that could impact extension deliberations. Another factor in negotiations could be next year’s competition dates, which have yet to be assigned by PGA Tour officials.

From Tothe’s perspective, Crowne Plaza officials were overjoyed during Sunday night’s celebration with the newly crowned champion.

“They’re happy. They were smiling from ear-to-ear,” Tothe said. “If ever you had a finish where you were setting yourself up to enhance a partnership, this was the year. There was more energy, more bodies and more excitement on the grounds Sunday than I’ve seen in the short time I’ve been here. It was an amazing atmosphere.”

Tothe, who became the Colonial tournament director for the 2012 event, estimated the event drew crowds of 40,000 for both weekend rounds.

Looking ahead, he cited the need to improve the concessions experience and expand parking options for the 2015 tournament. Tothe mentioned a desire to add a city-owned parking lot near Will Rogers Coliseum to the tournament’s rotation of shuttle lots, if possible. But no deal has been reached.

By September, Colonial officials anticipate knowing whether a new deal will be reached with Crowne Plaza as the tournament title sponsor. Despite a stellar Sunday finish on the course, the CBS overnight ratings released Tuesday were not an asset for Colonial officials in those negotiations.

Jimmy Burch, 817-390-7760 Twitter: @Jimmy_Burch

Looking for comments?

We welcome your comments on this story, but please be civil. Do not use profanity, hate speech, threats, personal abuse or any device to draw undue attention. Our policy requires those wishing to post here to use their real identity.

Our commenting policy | Facebook commenting FAQ | Why Facebook?

Friday, November 28Full Scoreboard
No games today
Full Scoreboard
Friday, November 28Full Scoreboard
Chicago «109Final | Box
Golden State 11/28 7:00 PM ET
Charlotte TV: CSN-BA, SPSO
New Orleans 11/28 7:30 PM ET
Atlanta TV: FSN-NO, SPSO
Milwaukee 11/28 7:30 PM ET
Dallas 11/28 7:30 PM ET
Toronto TV: FSN-SW, TSN2
LA Clippers 11/28 8:00 PM ET
Orlando 11/28 8:00 PM ET
Indiana TV: FSN-FL, FSN-IN
New York 11/28 8:00 PM ET
Oklahoma City TV: MSG, FSN-OK
Sacramento 11/28 8:30 PM ET
San Antonio TV: CSN-CA, FSN-SW
Phoenix 11/28 9:00 PM ET
Denver TV: FSN-AZ, Altitude
Memphis 11/28 10:00 PM ET
Portland TV: SPSO, CSN-NW
Minnesota 11/28 10:30 PM ET
Full Scoreboard
Week 13Full Scoreboard
Chicago17Final | Box
Detroit «34Gridiron Replay
Philadelphia «33Final | Box
Dallas10Gridiron Replay
Seattle «19Final | Box
San Francisco3Gridiron Replay
San Diego 1:00 PM ET
Baltimore TV: CBS
Cleveland 1:00 PM ET
Buffalo TV: CBS
Tennessee 1:00 PM ET
Houston TV: CBS
Washington 1:00 PM ET
Indianapolis TV: FOX
NY Giants 1:00 PM ET
Jacksonville TV: FOX
Carolina 1:00 PM ET
Minnesota TV: FOX
New Orleans 1:00 PM ET
Pittsburgh TV: FOX
Oakland 1:00 PM ET
St. Louis TV: CBS
Cincinnati 1:00 PM ET
Tampa Bay TV: CBS
Arizona 4:05 PM ET
Atlanta TV: FOX
New England 4:25 PM ET
Green Bay TV: CBS
Denver 8:30 PM ET
Kansas City TV: NBC
Miami 8:30 PM ET
Full Scoreboard
Friday, November 28Full Scoreboard
NY Rangers «3Final | Box
Chicago01st Prd 13:53 | Box
NY Islanders 11/28 5:00 PM ET
Washington TV: MSG, CSN-DC
Winnipeg 11/28 7:00 PM ET
Boston TV: TVA Sports 2, TSN3, NESN
Montreal 11/28 7:00 PM ET
Buffalo TV: RDS, MSG-BUF
Detroit 11/28 7:00 PM ET
New Jersey TV: FSN-DET, MSG+
Carolina 11/28 7:00 PM ET
Vancouver 11/28 7:00 PM ET
Columbus TV: SN-PAC, FSN-OH
Ottawa 11/28 7:30 PM ET
Florida TV: RDS2, TSN5, FSN-FL
Edmonton 11/28 8:00 PM ET
St. Louis TV: SN-W, FSN-MW
Minnesota 11/28 8:30 PM ET
Dallas TV: FSN-N+, FSN-SW+
Full Scoreboard