Can we truly imagine commercial-free telecasts in golf broadcasting? Experts discuss its future.

Recent times have witnessed much speculation on the future of professional golf due to so many unknown variables.

But broadcasting of golf may also face challenges in its broadcast form, with stars spread between tours and ratings declining for some tournaments causing many people to speculate as to what changes may come about over the coming months and years.

Peter Kostis and Gary McCord’s Off Their Rockers podcast for GOLF featured Brandt Packer – an 18-year veteran in both Golf Channel/NBC production – for his take on what’s happening within the golf industry today.

“What would you do, given carte blanche for 20 years’ golf telecasts?” McCord asked. “Where would it take place then, as far as your crystal ball can see?”

“I don’t believe I can,” Packer replied, adding, “it is difficult for me to look 20 days ahead”.

Packer suggested the easiest way to understand what’s going on is by surveying current television programming landscape and seeing which production costs networks face.

“So you had the last TV negotiations? And they went up 60 percent through 2030?” Packer started. “When Comcast took over CBS’ Covid gig back in August, CBS was fantastic at keeping USGA coverage alive while still paying Comcast its full amount; during Covid I took part of Comcast during Covid as viewer who thought their efforts to keep USGA on air were incredible; as part of Comcast during Covid they still paid us. Additionally during US Am at Woodmont double trucks had to come because you needed six feet trucks; flights cost increased along with hotels rental cars cost and food expenses – I saw first-hand what had to go through to make US Am at Woodmont possible and what went through before US Am at Woodmont started; additionally flights costs increased as hotels charged higher costs along with hotels charges at Woodmont as did rental car rates, rental car costs increased and food costs all increased significantly – I saw first-hand everything from Comcast who were part of Comcast.” “From Comcast during Covid negotiations in 2030 we experienced first hand an increase of around 60% through 2030 in terms of both sides still paid us and that went through 2030!” Packer stated. “Comcast took over Fox’s USGA gig in August before taking over Fox’s USGA gig before that took over Fox took over Fox USGA gig then still paid us during that… From Comcast… still paid us through that paid us throughout that. With flights cost going up, hotels cost increased and food increased too”.

Packer mentioned how inflation never decreased following Covid’s efforts, adding, “When combined with the new TV agreement which has increased by 60 percent until 2030 and now there’s this new TV agreement — I mean think about what that does to return on investments compared to when these networks used their resources — you get equal or in some ways worse return. You don’t know who’s out in the field anymore either because you have less familiarity with certain characters people really cared for like villains and these networks need a certain way back for their investments.”

However, we should never overlook that there may also be unintended ramifications of changing any aspect of their lifestyle, for instance by altering diet or lifestyle drastically.
What will the future of professional golf look like? Below are two creative solutions from Josh Berhow that might provide insight.
As it currently stands, when I produced and I assume this situation remains unchanged, you had approximately six commercials per hour on golf Twitter; over three hours, that equals 18 commercials at 2.5 minutes each; whether frontloading them or backloading them depends entirely upon which direction your audience takes with golf Twitter; either way everyone’s going to complain.”

So what’s the solution, given both production obligations and viewer desires for uninterrupted action? Packer believes a solution could lie within innovative restructuring measures.

“Looking ahead,” Packer stated, “we must find creative ways of advertising this. If commercials are the source of any complaints or displeasure for viewers, perhaps looking at it from another angle to ensure sponsors remain intact while at the same time ensuring networks make profit on this venture.”

“Rolex put up a ton of money when we did the USGA package for NBC outside the U.S. Open when they went commercial free; so for U.S. Am or Women’s Am tournaments that went commercial free we needed pops by Rolex to make up the loss, but ultimately I think the first thing you have to address is how networks structure broadcasts with ads in new ways – that has always been one of my key concerns.”

Golf stands apart in live sports by continuing even during commercial breaks, according to Packer.

“The heart and soul of golf telecasting lies within its shots,” according to Hoey. “Golf is unique as an event because when you step away and they continue playing – something which never occurs with football, basketball, baseball or hockey since there’s usually some sort of stoppage of play – something has got to give – both networks and tours must sacrifice in terms of providing content – as product should remain as the top priority while everything else would simply add sweetness.”

Check out this full episode to hear from Packer, Kostis and McCord about the future of golf broadcasting!

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Golf.com Editor
A four-year member of Columbia’s inaugural class of female varsity golfers, Jessica can easily outwit everyone on the course and at work; her primary tasks involve producing both print and online features while overseeing major special projects – like February 2018’s launch of GOLF Style Issue, “A Round With” started airing both inside GOLF magazine as well as via video content on GOLF.com.