THE MESSAGE FROM MILLENNIALS
What can TV networks do to attract more millennials (age 18-34)? More talking on the course, first of all. Nearly half (47 percent) of millennials were in favour of placing microphones on all players and caddies in the final groups, compared to just 17 percent overall. And nearly the same amount (46 percent) thought it was appropriate to see players interviewed during rounds. “Hey, Tiger, what happened a few minutes ago on No 8?” “I made a double.” “Okay. . . . Thanks, Tiger. Back to you, Jim.”
Speaking of Tiger Woods, millennials love the 14-time major champion, and his popularity among younger fans was one of the things that most differentiated this demographic in the survey.
Four out of every five millennials said they are more likely to watch a tournament when Tiger is in contention, compared to just 54 percent of viewers 35 and older. Of current players, Woods was also the overwhelming first choice of millennials (36 percent to Jordan Spieth’s 18 percent) to become an announcer.
Predictably, millennials were the most tech savvy of those surveyed, with 78 percent replying they watched tournaments using mobile apps. And interestingly, they are more likely to use their mobile devices to call in a potential rules violation. (Only 49 percent believe they should not be able to call in, versus 70 percent of viewers 35 and older.)