Post on 05-Jan-2016
description
David PillsburyPresident, PGA TOUR Golf Course PropertiesPresident, PGA TOUR Golf Course Properties
PGA TOUR Fans &Growth of the GamePGA TOUR Fans &Growth of the Game
• Fan growth converting into growth of game Fan growth converting into growth of game
• Update on PGA TOUR fan growth initiativesUpdate on PGA TOUR fan growth initiatives
• Connecting PGA TOUR initiatives and Connecting PGA TOUR initiatives and industry initiatives to maximize number of industry initiatives to maximize number of fans and playersfans and players
Objectives of GOLF 20/20Objectives of GOLF 20/20
• Increase participationIncrease participation
• Increase rounds of golfIncrease rounds of golf
• Fan base expansionFan base expansion
Viewers vs. ParticipationViewers vs. Participation
Less than Less than once a once a monthmonth
Once a Once a monthmonth
2-3 times 2-3 times a montha month
Once a Once a weekweek
2+ 2+ times a times a weekweek
Viewed 1-5Viewed 1-5 256256 359359 335335 271271 193193Viewed 6-10Viewed 6-10 278278 380380 657657 882882 779779Viewed 11-20Viewed 11-20 250250 328328 728728 10091009 991991Viewed 21+Viewed 21+ 226226 446446 458458 874874 19271927
Source: MRI, Doublebase 2005
Low High
Low
High
Claimed Golf Participation
Cla
imed
T
OU
R V
iew
ers
Index vs. US Avg. (US Avg.=100)
Expand Breadth and DepthExpand Breadth and Depth
Core Golfers
Golfers
Fans
Changes for PGA TOUR FanChanges for PGA TOUR Fan
Current Fan ExperienceCurrent Fan Experience 20072007
No clearly-defined seasonNo clearly-defined season •New era in golfNew era in golf•True season with playoffsTrue season with playoffs•Energized fan baseEnergized fan base
Broadcast has become fixed Broadcast has become fixed and somewhat predictableand somewhat predictable
•New initiativesNew initiatives
•Broadcast strategiesBroadcast strategies
•HDTVHDTV
•Long term TV partnershipsLong term TV partnerships
Evolving media platformsEvolving media platforms •Ability to consume product Ability to consume product in the way fans want itin the way fans want it
Inconsistent tournamentInconsistent tournament
experienceexperience
•Consistent executionConsistent execution•Standards & best practicesStandards & best practices
Fan/Golfer LifecycleFan/Golfer Lifecycle
BuildAwareness
CreateConnection
Trial/Introduction
Golfer/Retention
PGA TOUR
FedExCup
PGA of America
USGA
Other Media
Broadcast
pgatour.com
pga.com
Local events
Play Golf America
Free Lesson Month
Corporate Golf
Link Up to Golf
The First Tee
Local Programs
Executive Women’s Golf
Golf Operators
Golf Professionals
Broadcast ConsumptionBroadcast Consumption
19961996
Primarily network broadcastPrimarily network broadcast •Expanded six year agreementExpanded six year agreement•Higher quality telecastsHigher quality telecasts
20072007
424 network hours424 network hours
Golf Channel in 7.4 M homesGolf Channel in 7.4 M homes
•538 network hours538 network hours
•Golf Channel in 70 M Golf Channel in 70 M homeshomes•Primetime replay of eventsPrimetime replay of events
Inherent Limitations of TVInherent Limitations of TV
• Less than 2% of tournament play Less than 2% of tournament play is on TVis on TV
• Airs only 25% of competitionAirs only 25% of competition
• Cannot cover all players/shotsCannot cover all players/shots
• Fan access to the broadcast not Fan access to the broadcast not always possiblealways possible
New Media LandscapeNew Media Landscape
• Broadband means increased consumption Broadband means increased consumption of Internet contentof Internet content
Broadband Driving Internet ConsumptionBroadband Driving Internet Consumption
Actual Projected
Mil
lion
s U
.S. H
ouse
hol
ds
0
10
20
30
40
50
60
70
80
90
2002 2003 2004 2005 2006 2007 2008
Actual Projected
Mil
lion
s U
.S. H
ouse
hol
ds
0
10
20
30
40
50
60
70
80
90
2002 2003 2004 2005 2006 2007 2008
U.S. Broadband Internet PenetrationInternet
Broadband
Source: Forrester Research 2005
40 Million US Households
New Media LandscapeNew Media Landscape
• Broadband means increased consumption Broadband means increased consumption of Internet contentof Internet content
• Media platforms are fragmenting and Media platforms are fragmenting and proliferatingproliferating
Time on InternetTime on Internet• Time spent on Time spent on
Internet has Internet has increased increased dramatically and is dramatically and is comparable to TVcomparable to TV
• Pressure on TV due Pressure on TV due to increased to increased fragmentation and fragmentation and DVRsDVRs
• Additional pressure Additional pressure on traditional media on traditional media sourcessources 0% 10% 20% 30% 40%
Magazine
Newspaper
Radio
TV
Internet
Note: Internet = Home + Work
U.S. Percentage Time Spent by Media
Source: Forrester Research 2005. Online consumers
New Media LandscapeNew Media Landscape
• Broadband means increased consumption Broadband means increased consumption of Internet contentof Internet content
• Media platforms are fragmenting and Media platforms are fragmenting and proliferatingproliferating
• Media consumption is changing; we are Media consumption is changing; we are moving to an on-demand content worldmoving to an on-demand content world
Mobile PhoneMobile Phone• 207 million wireless 207 million wireless
subscribers in USsubscribers in US
• 50 billion SMS 50 billion SMS messages in last 6 messages in last 6 months of 2005months of 2005– Up 50% YTYUp 50% YTY
• Total 2005 carrier data Total 2005 carrier data revenues of $8.6Brevenues of $8.6B– Up 86%Up 86%
• Early as a content Early as a content platformplatform
Actual Projected
Mil
lion
s
0
50
100
150
200
250
2002 2003 2004 2005 2006 2007 2008 2009 2010
U.S. Mobile Phone Users
Source: Yankee Group 2005
3G – High Speed Mobile Networks3G – High Speed Mobile Networks• Analogous to Broadband Analogous to Broadband
InternetInternet
• Carriers invested $200B Carriers invested $200B to secure licenses and to secure licenses and deploy networksdeploy networks
• 3G adoption driven by 3G adoption driven by handset turnover every handset turnover every 18 months18 months
• Carriers focused beyond Carriers focused beyond commodity voice traffic. commodity voice traffic. Video content is criticalVideo content is critical
0
10
20
30
40
50
60
70
80
90
2004 2005 2006 2007 2008 2009 2010
U.S. 3G Mobile Users
Source: Yankee Group 2005
New Media LandscapeNew Media Landscape
• Broadband means increased consumption Broadband means increased consumption of Internet contentof Internet content
• Media platforms are fragmenting and Media platforms are fragmenting and proliferatingproliferating
• Media consumption is changing; we are Media consumption is changing; we are moving to an on-demand content worldmoving to an on-demand content world
• Consumers expect content whenever, Consumers expect content whenever, wherever, and however they want itwherever, and however they want it
Where the PGA TOUR is goingWhere the PGA TOUR is going
• Experiment with alternative distribution Experiment with alternative distribution
• Adjust strategies and business modelsAdjust strategies and business models
• Future: 3-screen video worldFuture: 3-screen video world
MobileMobileBroadband InternetBroadband InternetTelevisionTelevision
Golf Well-suited to Leverage New PlatformsGolf Well-suited to Leverage New Platforms• Nature of SportNature of Sport
– In-office audienceIn-office audience– Significant play outside Significant play outside
telecast windowtelecast window– Inability to provide full coverage Inability to provide full coverage
within telecast windowwithin telecast window
• Significant “fan-favorites”, Significant “fan-favorites”, interest around individual interest around individual playersplayers
• Fans are consuming content Fans are consuming content from new platformsfrom new platforms
There is fan demand for coverage beyond the TV window
pgatour.com & pga.compgatour.com & pga.com
• Largest non-TV audienceLargest non-TV audience• 30% yr-to-yr growth over five years30% yr-to-yr growth over five years• 5.1 M unique users5.1 M unique users• Over 31 minutes spent per user Over 31 minutes spent per user
per monthper month
• Leading instructional golf siteLeading instructional golf site• Access to 28,000 dedicated Access to 28,000 dedicated
professionals promoting the gameprofessionals promoting the game• Direct link to local instructorsDirect link to local instructors
pgatour.com
pga.com
Leverage synergies in new media landscape
PGA TOUR New Media PlatformsPGA TOUR New Media Platforms
Internet/Broadband
PGA TOUR Highlights
•First Round•Second Round•Third Round•Final Round
PGA TOUR Interviews
•Tiger Woods•Ernie Els•Phil Mickelson
Non-Standard TV*
Mobile
Rich content delivery Anytime, anywhere
VOD/DVR Data channels Two-Screen interaction HDTV
Increased mobility Interactive
Sat. Radio/Radio
Mobile medium Multi-programming
formats
On Venue
Information demand Multi-platform
deployment
Video Game
Rapidly growing Wired home
Fan Database
Direct marketing 1:1 fan communication
Close the LoopClose the Loop
FAN
pgatour.comBroadcastMedia
• Fan-centric broadcastsFan-centric broadcasts– ContestsContests– Voting (i.e. American Idol)Voting (i.e. American Idol)
• Content links from BroadcastContent links from Broadcast• Fantasy GolfFantasy Golf• Play Golf AmericaPlay Golf America• The First Tee School ProgramThe First Tee School Program
Fan Activation 2007Fan Activation 2007
Core Golfers
Golfers
Fans
Apply programs in new media environment
Focus in 2007Focus in 2007
• Leverage energy from FedExCup: “New era in golf”Leverage energy from FedExCup: “New era in golf”
• Growth opportunity with Baby BoomersGrowth opportunity with Baby Boomers
• Reach more fans with richer content through new mediaReach more fans with richer content through new media
• Maturity of national golf development programsMaturity of national golf development programs
• ““Close loop” for fan experienceClose loop” for fan experience
• Challenge to Industry Operators and MediaChallenge to Industry Operators and Media::– Continue to support player development programsContinue to support player development programs– Build and promote a development calendarBuild and promote a development calendar– Create innovative ways to convert fans into golfersCreate innovative ways to convert fans into golfers