Television viewership for early 2026 PGA Tour events has surged significantly, with the American Express and Farmers Insurance Open drawing much larger audiences than the previous year. Wins by Scottie Scheffler and Justin Rose contributed to the boost, alongside scheduling changes and a new ratings methodology. While one event lagged, overall numbers signal positive momentum for golf broadcasts.
The 2026 PGA Tour season kicked off with impressive television numbers, particularly for the American Express and Farmers Insurance Open. The American Express, held in La Quinta, California, and won by Scottie Scheffler in his first start of the year, averaged 515,000 viewers over the weekend on Golf Channel. This marked a more than 125 percent increase from 2025, with Saturday's third round seeing a 281 percent jump, unhindered by NFL conference championship games.
The Farmers Insurance Open at Torrey Pines in San Diego followed with even stronger figures. Justin Rose claimed victory in a dominant performance, as the event averaged 2.9 million viewers on CBS—its best finish in six years and nearly 70 percent higher than the prior year's final round. Brooks Koepka's return to the PGA Tour added intrigue, boosting Thursday and Friday rounds by 87 percent and 115 percent respectively on Golf Channel, with ESPN providing early coverage.
Several factors explain this uptick. Scheduling played a key role: the Farmers returned to its traditional Thursday-to-Sunday slot after a midweek experiment, avoiding football overlap and securing a full weekend spotlight. A shift in Nielsen's measurement to a 'Big Data + Panel' system, which better captures out-of-home and smart TV viewing, has inflated ratings across sports by about 10 percent, with golf potentially benefiting more due to its affluent, older demographic.
Scheffler's growing star power, evident from his 2025 major wins at the PGA Championship and Open Championship, drew viewers even to a lopsided Amex finish. Koepka's early-week buzz likely carried over to weekend audiences. Broader calendar coherence—fewer events, condensed West Coast swing, and a rules loophole allowing Koepka's immediate return—enhanced field strength and event appeal. However, the Sony Open's final round dipped to 106,000 viewers, about one-third of 2025's figure, tempering early optimism.
