British Open Upfront Unit Costs Relatively Static From 2016 to 2018

The professional golf championship race is in full swing, with the British Open taking place July 18 – marking the third major tournament of the year. The SQAD Data Team decided to jump into the three-year historical trends for three of the major golf championship contests to see where each stands with average ad costs.

SUMMARY

In reviewing the Upfronts costs for the past three years, we made a surprising discovery. While the average Upfronts unit cost for British Open advertising have remained relatively static from 2016 through to 2018, the average Upfronts unit costs for the PGA Championship and the U.S Open saw declines during the same time period.

BRITISH OPEN

Here are a couple of insights from the upfront ad cost data for day 1 of the British Open:

  • Day one of the British Open was down a mere 1.7% from 2016 to 2018
  • The 2018 Upfront average for the British open came in at $98,405
Date Time Upfront Average
July 16, 2016 9:00am $100,064
July 22, 2017 9:00am $100,396
July 21, 2018 9:00am $98,405

PGA CHAMPIONSHIP

Here are a couple of insights from the upfront ad cost data for day 1 of the PGA Championship:

  • Day one of the PGA Championship dropped 38% from 2016
  • Prices for a 30-second ad for the opening day in 2018 were $126,050 for the PGA Championship
Date Time Upfront Average
July 30, 2016 2:00pm $194,879
August 12, 2017 2:00pm $186,185
August 11, 2018 2:00pm $126,050

US OPEN

Here are a couple of insights from the upfront ad cost data for day 1 of the US Open:

  • Day one costs for the US Open were down 39% from 2016
  • Prices for a 30-second ad for the opening day in 2018 $49,024 for the US Open.
Date Time Upfront Average
June 16, 2016 5:00pm $80,019
June 15, 2017 7:00pm $60,857
June 14, 2018 5:00pm $49,024

All data provided by SQAD MediaCosts: National (NetCosts). For more information, please visit our website: www.sqad.com/mediacosts/national