Ten bounces back after Masters’ fan backlash

Ten bounces back after Masters’ fan backlash

Network Ten posted a strong ratings score over its four days of live coverage of the US Masters, despite an audience backlash for cutting to another program at a crucial moment during the event.

B&T Magazine
Posted by B&T Magazine

More than 600,000 capital-city viewers tuned in to watch Australian Adam Scott’s (pictured) dramatic play-off victory against Angel Cabrera on Monday morning.

The play-off was the highest rating US Masters program ever on Ten.

The audience for the 32-year-old Queenslander's victory peaked at 708,000, while the 600,000 average audience between 9am and 10am (AEST) translated into a 56.2% share of commercial television viewers for the network

The six-hour live broadcast on Monday drew an average capital-city audience of 277,000.

Ten’s average audience for the US Masters across the four days was 158,000, up 47.2% on the average audience in 2012, when the tournament was shown on Network Ten’s ONE.

This year’s commercial share was 28.5%, up from 19.8% in 2012.

The positive ratings news for the struggling network comes after it suffered a backlash from Masters’ fans on Saturday morning, when Ten cut its golf coverage short before the end of the second round.

It stopped coverage at 9.30am to air its teen television series Paradise Cafe, resulting in a barrage of angry posts on Ten's Facebook page.  

"Network Ten acknowledges that it was not an opportune time to leave the US Masters coverage this morning but due to contractual commitments to other programming this was unavoidable. Ten apologises to golf fans who missed the last of day two action,” the network said in a statement.