NO ACCOUNTING FOR TASTE
NO ACCOUNTING FOR TASTE
LIV Golf describes itself as
‘Golf, but Louder.’
Do golf fans want louder?
And is louder golf a refreshing format to watch?
Gather investigated.
Currently, LIV Golf events are played over 54 holes and players compete for both a team and individual prize fund. Unlike traditional professional golf tournaments, all players start each round at the same time in a shotgun format.
Up to now, discussions about LIV Golf have focused on individual players – whether they can play on other tours, whether they can play in major tournaments, and whether LIV Golf events will count for Official World Golf Ranking points (OWGR). But if the rumors are true, a future version of LIV Golf will focus less on individual players and instead start building up the team element of its format.
In its totality, the LIV Golf format is different to traditional professional golf. But do golf fans think the format is refreshing?
OUR SAMPLE
Gather surveyed four hundred and nineteen golf fans across the USA and UK. Sixty-six percent of the sample were men, and thirty-four percent were women.
All golf fans in the sample were familiar with LIV Golf.
OUR QUESTION
Golf fans were asked if they thought LIV Golf offers a refreshing format to watch.
THIS IS WHAT WE FOUND…
Our data was skewed towards golf fans perceiving the LIV Golf format as refreshing.
What do these findings mean for the golf industry?
These data show that younger golf fans are more interested in watching non-traditional formats of golf than older generations. If golf wants to engage a new generation of fans, it may be worth professional tours experimenting with different formats.
The LIV Golf team format may stratify golf fans further. It may not appeal to older, established golf fans. But LIV Golf has the potential to bring in a younger, non-traditional cohort of fans.
LIV Golf is not currently broadcast on terrestrial or cable TV channels. But it is available to stream through YouTube. The unconventional distribution of LIV Golf may also be a refreshing dimension for younger golf fans who have cut the cable and are accustomed to consuming content online.
The golf landscape is constantly changing. Keeping your business finger on the pulse is critical as the industry moves into uncharted territory.
IF YOU WOULD LIKE TO ACCESS OUR FULL REPORT ON GOLF FANS AND THEIR ATTITUDE TOWARDS LIV GOLF, CLICK HERE.
Almost 70% of golf fans agreed that LIV Golf offers a refreshing format to watch.
Less than 15% of golf fans did not agree that LIV Golf offers a refreshing format to watch.
Only 15% sat on the fence. They neither agreed nor disagreed.
Unsurprisingly, some generations of golf fans think that the LIV Golf format is more refreshing than others.
We found a statistically significant difference between Baby Boomer golf fans and every other younger generation of golf fan when it came to the perceived freshness of the LIV Golf format. Interestingly, the relationship between golf fans’ age and how they perceived the format was linear. This means that as the generation of golf fans gets younger, they find the LIV Golf format more refreshing.
