• Loading stock data...
Saturday, July 19, 2025

TV Viewers Thanking NBC/Golf Channel for ‘Playing Through’ Commercials

Aug 18, 2019; Medinah, IL, USA; Phil Mickelson hits his tee shot on the ninth hole during the final round of the BMW Championship golf tournament at Medinah Country Club – No. 3. Mandatory Credit: Brian Spurlock-USA TODAY Sports
Photo Credit: Brian Spurlock-USA TODAY Sports

Sports viewers have liked NBC/GOLF Channel’s split-screen Playing Through advertising format since its launch at the 2016 Ryder Cup. Without missing any of the action, golf fans can continue to watch their favorite players while TV commercials air in a second on-screen box.

With GOLF Channel and parent NBC Sports wrapping up coverage of the 2019 FedExCup Playoffs at the Tour Championship from Aug 22-25, the network has shared some interesting data about the ad format with Front Office Sports that could impact how it televises big events like the NFL and Olympics in the future.

GOLF Channel’s research shows Playing Through commercials not only draw higher TV viewership but make consumers pay closer attention to the ads. The result? An enhanced, more effective, marketing approach that’s appreciated by both viewers and sponsors alike.

This year, NBC/GOLF Channel used Playing Through for its weekly coverage of the PGA Tour for the first time, not just for major championships like the British Open. 

The results surprised Tom Knapp, GOLF Channel’s executive vice president of partnerships and programming.

Consider the recent 2019 British Open won by Shane Lowry. 

NBC/GOLF Channel’s Playing Through commercial breaks drew 11% higher household TV ratings than more traditional breaks with no split-screen – and retained 4% more viewers. 

Thanks to the format, golf fans saw 407 more golf shots from Royal Portrush Golf Club in Northern Ireland.

Among commercials airing in both formats, Playing Through spots captured 230% more attention than traditional ads. And three times as much attention as conventional ads on TV at the time.

“Look, it’s a positive viewing experience. The psychology of advertising is very important. The frame of mind that you reach a viewer has a lot to do with how they feel about that brand,” Knapp said. “When a viewer is happy with the presentation you’re delivering them, they tend to feel better or positive about the brand associated with that experience. I was hopeful we’d get that kind of reaction. But I didn’t expect it to be as positive as it is. It’s been tremendous.”

NBC/GOLF Channel wouldn’t name specific brands. But they said one British Open beer sponsor generated 181% more message memorability, and 152% greater brand memorability when its ads aired in the Playing Through format. 

And how often do you get consumers thanking you for commercials, asked Knapp?

“Not only are they thanking us, they’re thanking the sponsors. They say, ‘Hey Sponsor X, we appreciate you running your ads in that fashion, I’ll go out and buy your product.’ We actually see this in social media. They’re thanking specific individual advertisers for allowing us to do this.”

Those British Open numbers were not some one-off. The Playing Through format was utilized during 50% of NBC/GOLF Channel’s commercial breaks this year. Year-to-date, these ads are capturing 61% more attention than more traditional ones on the PGA Tour.   

Split-screen ad formats originally grew out of auto racing; another sport where play never stops and there are no natural commercial breaks. NBC/GOLF Channel and other networks have experimented for years.

Knapp admitted top advertisers and ad agencies were not thrilled with the idea at first. You couldn’t blame them. 

Why would they want their million-dollar commercials squeezed into a small box when they’re meant to be watched across a full TV screen? But advertisers and agencies came around once they saw the numbers, according to Knapp.

READ MORE: How The PGA Tour Helped Pro Golfers Improve Their Social Media Presence

The biggest attraction of Playing Through to advertisers is it “helps prevent channel surfing,” said independent media consultant Brad Adgate. 

“I think we will see more of them especially since so many reporting events are watched on big TV screens these days,” Adgate said. “It makes it easy to watch both.”

Consultant Ernest Lupinacci, the former award-winning Nike copywriter turned founder of Ernest Industries, says his marketer clients have become more pragmatic in a 500-channel universe.

“In reality, here are the two options the advertiser actually has: run my commercial full screen and have the viewer ignore it while they look at the phone in their hand. Or run my commercial while the game is still being aired, and have the viewer potentially pay attention to it because they are still looking at their TV.”

READ MORE: British Open Already Has Winner: Undefeated Titleist Pro V1 Golf Ball

The smartest marketers are ordering up new creative with the Playing Through format in mind. During NBC/GOLF Channel’s 2018 British Open coverage, for example, Callaway aired a special split-screen spot with superstar endorser Phil Mickelson directly asking viewers to duck so he can play through.

“Knowing that the viewing audience is typically distracted by the live coverage, we challenged ourselves to find a way to playfully interrupt and engage the viewer,” explained Callaway in a statement. “Who better to capture viewers’ attention than fan-favorite Phil Mickelson and what better position to put him in than escaping trouble?”

Now that NBC has the data to back up it claims about Playing Through’s consumer effectiveness, it can potentially charge higher ad rates next year.

“They will get what they pay for. If the ratings are higher than they were last year, they’ll pay a little bit higher rate,” Knapp said. “But it’s not a premium for Playing Through. They are paying for the audience that we are delivering. And fortunately, we are delivering a bigger audience.”

Looking ahead, Knapp would like to see the day when 100% of NBC/GOLF Channel’s links ads run with the dual Playing Through windows.

“We’re onto something here. If we can air a five-hour golf telecast – and never go away – that’s the goal,” said Knapp. “That is absolutely the goal.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Golf’s Prize Money Boom Is Slowing Down

There is no purse increase at The Open Championship.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
Wyndham Clark

Oakmont Bans Golfer Wyndham Clark After Locker Room Rampage

He’ll have to donate and seek treatment to get reinstated.
The 153rd Open Championship at the Royal Portrush Golf Club in Northern Ireland

Open Championship Considers Ireland: Portrush ‘Will Open’ Gates

Royal Portrush Golf Club in Northern Ireland is hosting this week’s tournament.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.