November 30th, 2023, Kineree Shah
With the official leg of the PGA tour behind us, we delve into the profile of its audience members, uncovering their favorite athletes, and exploring their unique media consumption habits.
According to data from YouGov Profiles 15% of US adults say the PGA Tour is their ‘top interest’ or that they are ‘somewhat interested’ in the tournament. Americans between the ages of 25-34 show the highest interest, making up 19% of PGA Tour enthusiasts. This is followed closely by the 18-24 and 35-44 age brackets (each accounting for 17% of the interest). There is a notable decrease in interest among the 45-54 age group (11%). This data suggests that the PGA Tour resonates more with a younger audience, while still maintaining a presence among older demographics. Regarding income, PGA Tour fans are more likely to have higher incomes (24%) than the general population (8%), indicating the sport's appeal to a more affluent demographic.
Tiger Woods is participating in the 2023 Hero World Challenge which marks his first PGA Tour start since undergoing ankle surgery. Despite his injuries and waning form, Woods remains the favorite golfer among 29% of PGA Tour followers, ahead of other top players like Rory McIlroy (24%), Jordan Spieth (22%), Phil Mickelson (19%), and Ricky Fowler (18%). Mickelson retains popularity among PGA fans even having joined LIV Golf in June 2022.
Furthermore, PGA Tour fans exhibit distinctive media habits, especially in audio content consumption. They are more likely to listen to podcasts, with more than two in five tuning in at least weekly (45%), significantly higher than the quarter of all US adults (28%). This penchant for podcasts may correlate with the fan base's demographic profile, which skews slightly younger with significant interest in the 25-34 and 18-44 age brackets.
However, despite the younger segments within the fan base, PGA Tour enthusiasts show a preference for traditional TV advertisements over digital platforms.
More than a quarter (27%) of these fans are most receptive to TV ads, compared to one-fifth (22%) of all US adults. This contrasts with the general population's preference for digital ads (27%), which surpasses the PGA Tour fans' engagement (21%). While the PGA Tour audience does include older demographics, the lower digital engagement could be attributed to factors beyond age, such as the traditional nature of the sport and its marketing strategies.
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YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.