The difference between Tiger Woods finishing in the top ten and missing the cut is around four-in-ten TV viewers.
Final round coverage of the British Open averaged a 2.5 rating and 3.72 million viewers on NBC, down 42% in ratings and 43% in viewership from last year, when Tiger Woods held a share of the lead and finished in sixth (4.3, 6.48M), and down 22% and 24% respectively from 2017 (3.2, 4.91M).
Shane Lowry‘s win was the lowest rated and least-watched final round of the tournament since 2015 — a Monday finish on cable (2.4, 3.36M).
The 2.5 rating is the fifth-lowest for the final round of the Open — or any major — dating back to at least 1981. The Open earned a lower final round rating in 2015, 2014 (2.3), 2011 (2.3) and 2010 (2.1). The tournament aired on ESPN in each of those years.
Notably, this year’s final round had a lower rating and fewer viewers than last year’s third round.
This year’s third round averaged a 2.1 and 2.98 million, down 19% in ratings and 20% in viewership from last year (2.6, 3.72M) and flat and down 3% respectively from 2017 (2.1, 3.07M). It was the least-watched third round of the tournament since 2014 (1.56M).
Despite the lower numbers, the third and final rounds were the two highest rated and most-watched sporting events of the weekend.
Early morning coverage drew a 1.0 (-23%) and 1.39 million (-25%) on Saturday and a 1.0 (-38%) and 1.43 million (-34%) on Sunday.
In other action, second round coverage last Friday averaged 924,000 on Golf Channel (not including the overnight hours) — down 8% from last year (1.00M).
