Here’s how Forbes describes Patrick Rishe, who recently wrote an article for them (“Tiger Woods Escaping Disqualification means CBS, IBM Escape Ratings Downfall“):
Patrick is an Economics Professor at the George Herbert Walker School of Business and Technology at Webster University in St Louis, MO.
After reading the article, I am further convinced the college loan debt our nation’s young people have accumulated is a tragic mistake. If our professors’ thinking is as muddy as this article, should we expect our students’ to be clear?
Rishe, the good lemming (hey, professor,maybe you should pick up a copy of Freakonomics), gives us his version of the Tiger-Woods-Is-Golf lecture. Golf was nothing before Tiger Woods, the Masters television ratings live and die by Tiger Woods, blah-diddity blah blah… You’ve heard it a million times before from the groveling golf media.
Does Tiger Woods help television ratings? Of course. The most-hyped players in any sport increase television ratings. Rishe, however, as so many before him, exaggerates the effect Woods has, and the method Rishe uses is outright embarrassing for an economics professor. Hell, it would be embarrassing for a rodeo clown.
Let’s look at what Rishe wrote that caused me to shake my head and grin.
[Note to budding sportswriters: The first sentence is grammatically flawed. Spotting the error is an exercise for all Lanny H wannabes.]:
Using Nielsen TV ratings data for The Masters between 1977 through 2008, it reveals that only 7 times over that 32 years span did the Nielsen reach at least an 11.0 rating. 4 of those years (1997, 2001, 2002, 2005) coincided with a Tiger Woods victory. As for the other years (1998, 2007, 2008), he (1) finished 2 shots behind Zach Johnson in a tie for second in 2007, (2) finished 3 shots behind Trevor Immelman for second alone in 2008, and (3) finished 6 shots behind Mark O’Meara in a tie for eight in 1998.
More serious than the grammatical flaw in the first sentence is the logical flaw of the entire paragraph. Have you already spotted it?
Maybe you need a hint: Nielsen provides two key figures, ratings points and share. The first, which Rishe uses, is the total number of viewers; the second, share, which Rishe ignores, is the percentage of viewers among total possible viewers.
That’s right, Rishe gushes about the 11.0 mark — eleven million viewers — as if it is a magical touchstone that proves his point, completely ignoring the fact that U.S. population has grown from 220 million in 1977 to 315 million today.
Yeah, a college economics professor did that. To all you parents with kids at Webster University, mull that over while you’re writing out those five-figure checks.
Using the link provided by Rishe (which only goes through 2008), I was able to divide each ratings points figure by U.S. population for that year and come up with results showing quite a different story from the one Rishe is telling.
Woods’ wins in 1997 and 2001 lead the pack. (More on those in a minute.) After those two, however, facts very much get in the way of Rishe’s erroneous narrative. Take a look at this chart (viewers and population in millions):
. Year Viewers U.S. pop % of pop Winner

Notice that, after the top two, only one other “Woods Era” tournament makes the top ten. Of the second ten (11-20), fully half predate the “Woods Era.” This is not at all the narrative Rishe foists upon readers in his article, in which population growth is ignored. Again, ignoring population growth is bizarre for a professor of economics.
[Not-so-quick note about the top two ranked Masters: Were those two telecasts so highly rated merely "because Tiger Woods was in contention"? Well, obviously, the answer is no. In 1997, Woods was an important cultural story, the "African American kid" who won the Masters. The ratings weren't because "Tiger Woods was in contention," but because a "young black kid was making history." In 2001, Woods was attempting to become the holder of all four of golf's majors; that story would draw ratings regardless of the player; put Kevin Na or Kyle Stanley in that position, and you still draw monster ratings. I'm not downplaying the magnitude of those accomplishments by Woods. Not at all. I just want to point out that people didn't tune in merely because Woods was playing, but for other causes. At this point, Woods is no longer a novelty, and he hasn't won a single major in five years, much less four in a row. Ask yourself this: If Lydia Ko won the Masters would there be monster ratings? Of course. Yet, Ko does not draw monster ratings on the women's tours. Being the first woman to win at Augusta would be due not to Ko herself, but to her status as first women to win there.]
There is a fetish among sportswriters and casual golf observers to link every development in golf to Tiger Woods. One of the myths we here at Lanny H Golf busted was the Tiger-Woods-Brought-Athleticism-and-Fitness-to Golf myth (“Stop The Lies!“). We’ve also written about this in the past, using the Nielsen share numbers to make much the same point as we did today (“Golf Needs Tiger Woods (and Other Lies) – Part 1“).
There are many factors affecting television viewers. For example, national weather patterns may (or may not) compel more sports-minded people to skip television for their own outdoor activities. There are numerous other factors worthy of consideration. Among those, population growth is surely the most obvious. For an economics professor to gloss over population growth of 90 million is pretty darn disheartening. At least for those of us who think clearly and logically and honestly.