XM renews with the PGA Tour (surprised? I was)

Wednesday, February 20, 2008 at 3:06 PM
Tags: 2, XM

PGA on XMLike many, I was mighty skeptical of the prospects of "golf on the radio" back when XM signed with the PGA in 2005.

But XM put a lot of effort into the relationship - offering up 1,000 XM radios for spectators to use throughout the day at the tournaments. They even launched a humorous TV commercial to celebrate the partnership. Still, I'll admit, I was a skeptic.

Fast forward to today.

XM Satellite Radio just recently signed a multiyear extension of their agreement with the PGA Tour. That original four-year agreement between XM and the PGA was set to expire at the end of this year.

Turns out, the PGA Tour Network (ch 146) is quite the hit.

According to the PGA Tour, the channel draws an audience in the range of 460,000 to 2 million listeners, for an average of about 1 million. Ad sales for the channel are solid, which is reportedly one of the reasons why XM was inclined to renew the deal.

"There were a lot of skeptics about this venture, and I'm not just talking internally," Eric Logan, Executive VP at XM, told Washington Business Journal. "I don't think many people thought it had a chance of getting launched, and now that we're renewing it, the same skeptics are like, 'Huh, must be working.'"

Chalk me up as one of those skeptics who's dumbfounded.

It's a testament to the passion (ok fine, obsession) of golf fans, and to XM's hiring of veteran sportscasters who know how to "paint the picture" for the listener.

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Comments

I coudlnt tell you what channel the PGA channel is, but I do remember listening to the British Open a few years ago after it first started and being surprised at how good the coverage was. In my opinion, if you enjoy watching golf on tv (with real interest, not just tiger woods) then you will probably enjoy it on the radio.

In a way its like baseball. Good radio sport due to the pace. Basketball I can do, Football less, and I cant listen to hockey because I dont know the teams well enough. But thats just me.

I just hope they got a good deal....

I wonder if the IRL was also renewed by XM. This was suppose to be XM's counter to losing NASCAR, but there has not been any word on the 07 season (which might be more interesting since IRL reunified with Champ Car).

I still love that picture

:)

Ok, so PGA Radio on XM is not "destination radio". But a few times I have been interested in a tournament on the week and have followed the round while on a long drive.. To me it's more interesting than the Zep Channel.

rfn2240

at least XM is doing well at hiring cute girls to promote the products...

at least XM is doing well at hiring cute girls to promote the products...

at least XM is doing well at hiring cute girls to promote the products...

Baseball on the radio is far more interesting than golf.

As for the obsession of Golf fans, the Golf Channel was the first sport specific cable network and it's still going strong.

Just an idea, has XM considered outfitting golf carts for sale to golf courses? Considering the golf channel is on 24/7 at these courses clubhouses, why not pipe the service to the restrooms, snack shacks, golf carts, etc.

One more excuse for the Pirates of Eckington to travel at their investor's expense. There is no bang for the buck here, only some over zealous golf nuts at XM (you know who you are).
Stop the Plundering!

>> Stop the Plundering!

This channel was, to me, a pretty obvious winner from the outset. It is clear from XM's recent history they would not have extended this channel were it not profitable.

This is the kind of channel that is ideal -- very low cost to operate, minimal bandwidth requirement, highly targeted advertising for an upscale market and an opportunity to bring subscribers onboard who think nothing of spending the money for a few receivers and the monthly fees for a maxed-out family plan account.

They need 50 more just like it.

Expensive channel of distribution. They give away the radios for almost nothing at the shows after flying the girls in to push the product. Churn on these activations is much higher than other channels. This distribution channel used to be overseen by a good guy named David Rewalt who left the company in 2007. I got to work with at the World Series a couple of years ago. He knows how to make an event look good. Also knows how to pick the good looking talent.

Cool, inside information !!!

Anon, could you give us the monthly churn on golf activations ? How does it compare to other retail or portable receiver churn ?

What is your source ?

They fly in good looking girls to golf events? Why? Every city in America has available models as cute as the ones in the picture. I highly doubt that's the case.

Mario -

Call XM and ask Investor Relations whether or not they fly the girls in to do the golfing events.

Report back to us - You make a very good point about this

I don't even watch much golf on TV, but I have stumbled onto this channel a couple of times on Sundays when it's down to two golfers going for the win, and it actually does "work." The guys on the mike really do paint the picture, as Ryan said. There's a video out there somewhere of Kelly Ripa making fun of her husband listening ito the golf channel on XM.

He** with golf. I'd love to hear Disc Golf on XM, www.pdga.com, (yes it's real) a friend got me into it. Alot more action and fun that regular falling asleep. Recommendation; "NEVER listen to PGA on XM while driving. You may crash. And we at XM are not responsible." lol

All hail Marie!! She's such a cutie...

They fly the girls in, put them up and feed them. They are used at several events throughout the year, Zodiac Marketing. More waste

Isn't there something wrong with all this apparent inside information being posted? There must a be a mess of employees that are ticked off at XM. I have news for you. Do your job AND get paid AND shut up OR QUIT!!!

This is the leakiest organization in the world. Nothing at all ever stays within the walls of Eckington Place.

Why deosn't management start tracing the origins of these messages and sart firing people?

Anonymous Coward, I'm somewhat confused. This sight is designed to discuss Sat radio issues and hopefully bring change if change is needed. This company has a lot of management problems, and continues to use bad judgement.
It's obvious you're an XM plant, probably part of the problem. I enjoy hearing these issues, as I'm sure everybody else does.

XM should fire anyone and everyone that posts to this or any other site any internal information. I have no doubt that each employee/insiders - and a lot of this information can only be coming from employees or other insiders - signs a confidentiality agreement PRIOR to accepting employment.

Now, none of you Clarence Darrows out there should reply with 1st Amendment arguments. The 1st Amendment only applies to speech regulated by the government, not by non-government players.

Please Mr./Ms. General Counsel - FIRE THE FREAKING EMPLOYEE POSTERS

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