In the first year of a new television deal with ESPN, the British Open slumped to its lowest rated final round ever.
Final round coverage of the 2010 British Open, won by Louis Oosthuizen, drew a 2.1 U.S. rating and 2.966 million viewers on ESPN Sunday — down 45% in ratings and 47% in viewership from last year (3.8, 5.545 mil), down 36% in ratings and viewership from 2008 (3.3, 4.640 mil), and down 43% and 42%, respectively, from 2007 (3.7, 5.147 mil).
This marks the lowest rating ever for final round coverage of the British Open, and the lowest rating for the final round of any golf major since at least 1982.
This is only the third time since 1982 that final round coverage of a golf major has drawn less than a 3.0 rating.
Entering the final round, ratings and viewership for the British Open had actually increased from last year. Coverage of the first three rounds averaged a 1.4 U.S. rating and 1.864 million viewers on ESPN, up 8% in ratings and 10% in viewership from last year’s coverage on TNT and ABC (1.3, 1.701 mil).
Third round coverage on Saturday even drew a higher overnight rating than Sunday’s final round. Final ratings for the third round were not immediately available.
Overall, the 2010 British Open averaged a 1.5 U.S. rating and 2.020 million viewers on ESPN, down 29% and 27%, respectively, from last year (2.1, 2.778 mil).
Lowest Ratings For Final Round Coverage of Golf Majors Since 1982
| # | Date | Event | Net | Rating |
|---|---|---|---|---|
| 1 | Sun., 7/18/10 | British Open |
ESPN
|
2.1
|
| 2 | Sun., 8/10/08 | PGA Championship |
CBS
|
2.8
|
| 3 | Sun., 7/21/91 | British Open |
ABC
|
2.9
|
| 4 | Sun., 7/21/96 | British Open |
ABC
|
3.1
|
| T5 | Sun., 7/20/08 | British Open |
ABC
|
3.3
|
| T5 | Sun., 7/19/92 | British Open |
ABC
|
3.3
|
| 7 | Sun., 8/10/86 | PGA Championship |
ABC
|
3.5
|
| T8 | Sun., 7/22/07 | British Open |
ABC
|
3.7
|
| T8 | Sun., 8/11/96 | PGA Championship |
CBS
|
3.7
|
| T8 | Sun., 7/17/94 | British Open |
ABC
|
3.7
|
| T8 | Sun., 7/18/93 | British Open |
ABC
|
3.7
|
