The Match: Champions for Charity
After a months-long hiatus due to the coronavirus pandemic, a handful of live sports events began returning to TV screens the weekend of May 16 and continuing through Memorial Day weekend in the United States, including the Bundesliga, Germany’s top soccer league; various NASCAR races and a couple of high-profile golf fundraisers.
Sunday, May 24 was the biggest recent day for sports, capturing 7.7% of all live viewing (including non-sports programming), according to data from Inscape.tv, a researcher with insights from a panel of more than 15 million smart TVs, published on Next TV’s Broadcasting+Cable site.
Looking at just live sports that were on TV during this time period by share of all TVs, The Match: Champions for Charity golf event was on top with 11.72%, principally given the celebrities who participated, such as Tiger Woods, Peyton Manning, Phil Mickelson and Tom Brady. In second place was NASCAR on May 17 (9.43%), followed by NASCAR on May 24 (9.11%) and the TaylorMade Driving Relief golf event on May 17 (7.35%).
Inscape also took a look at crossover for the golf events and found that 41% of people who watched TaylorMade Driving Relief also tuned into Champions for Charity, but only 22% of Champions for Charity viewers watched TaylorMade.
According to iSpot, Champions for Charity racked up 783.8 million TV ad impressions, over twice as many as TaylorMade Driving Relief (312.7 million), and enough to put it in the top 20 programs by impressions during this period (#13).
While Champions for Charity may have captured a larger share of TVs, with multiple races during the period measured, it’s no surprise that NASCAR generated far more total TV ad impressions — 1.14 billion across Fox, Fox Sports 1 and Fox Sports 2, according to iSpot, making it the #6 program by impressions from May 16-24. The biggest impressions-generating day was May 17, with 505.1 million.
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