Measuring The Ryder Cup Buzz
YouGov Sport (SMG Insight) recently launched a new service – YouGovSportsIndex – aimed at major rightsholders including governing bodies, leagues, teams and major events. It offers real-time, daily tracking of 30 sports and 200 leagues and events in 38 countries.
To mark the introduction of the new BT Sport Industry Awards Event of the Year category in 2019 – and with the country “abuzz” with Ryder Cup excitement – Sport Industry Group asked Charlie Dundas, commercial director of the sports research specialist, to run the numbers on the biennial golf event…
A Ryder Cup win for Europe will create more buzz among UK audiences than a host of other sports events, including the Six Nations and The FA Cup final.
YouGov Sport data shows that the property in the UK is likely to deliver peaks of Buzz (one of 16 metrics we monitor as part of our SportsIndex service) that match or outstrip a range of illustrious properties – but only if Thomas Bjorn’s men win (see chart below).
Despite the event being off free-to-air TV in full live form for almost a generation, it’s clear that the property has retained a special place in the heart sports fans.
Our data shows that a Ryder Cup won by Europe generates almost three times as much chatter as any other golf tournament among UK audiences.
While that is pretty phenomenal in isolation, it also means that the Ryder Cup competes strongly against prestigious annual events like the Six Nations and The FA Cup final. In fact, it even gives Wimbledon a decent run for its money, especially since the grip of Murray-mania has been loosened by injury.
