The Farmers Insurance Open is the only event on the PGA Tour that starts on Wednesday! yeah, not the usual Thursday, but Wednesday, which means it has a Saturday finish. This change in the schedule was implemented in 2022, to avoid viewership clash. With NFL programming. Sports Business Journal data reveals the stark reality behind this decision.

NFL broadcasts claimed 96 of the top 100 most-watched sports telecasts last year, while golf’s highest-rated event, the Masters, ranked 131st. The tournament’s previous Sunday finish directly competed with the NFL’s Conference Championship games, which consistently draw massive television audiences. But ever since the change, results have been positive.

The 2022 final round, featuring Luke List’s playoff victory over Will Zalatoris, attracted 2.6 million viewers during its Saturday evening broadcast. Viewership data from 2023 showed a slight decrease to 2.2 million for Max Homa’s victory, though this still exceeded typical figures for tournaments competing directly with NFL games.

Marty Gorsich, CEO of the Century Club of San Diego, which runs the Farmers Insurance Open, said, “We are excited about the opportunity that these changes present and fully embrace the uniqueness that comes with being the only tournament on the PGA Tour schedule with a Saturday-evening finish.”

Tournament data shows that schedule adjustment affects attendance patterns. The Wednesday start typically sees 20,000 to 30,000 daily spectators, with numbers increasing for Friday and Saturday rounds. Organizers implemented variable ticket pricing and enhanced hospitality options to address mid-week attendance challenges.

The Farmers Insurance Open’s schedule modification reflects a broader trend in professional golf’s response to NFL programming. There are other events too that have had their schedules altered.

2025 Farmers Insurance Open is not the only one

The WM Phoenix Open, scheduled around Super Bowl weekend, maintains its Sunday finish but coordinates tee times to conclude before NFL coverage begins. Tournament data shows this strategy has helped maintain consistent viewership numbers.

Fall Series events on the PGA Tour face similar scheduling challenges. Tournaments like the Sanderson Farms Championship and Shriners Children’s Open compete with regular-season NFL games, resulting in lower television ratings compared to non-competing events. Nielsen data indicates these tournaments typically draw between 1.5 and 2 million viewers when overlapping with NFL broadcasts.

The Tour Championship moved its schedule to August to avoid NFL regular season conflicts. “It’s going to create a lot of interest and we feel comfortable that we can carry our audience a couple of weeks into the football season to make this season finale in Atlanta very special indeed,” said then-commissioner Tim Finchem of the FedEx Cup. Television ratings show this adjustment resulted in a 35% increase in viewership for the tournament’s final round.

The Farmers Insurance Open’s Saturday finish represents a data-driven approach to tournament scheduling. Attendance figures, television ratings, and competitive broadcast windows continue to shape professional golf’s calendar. As the 2025 edition approaches, these metrics will further evaluate the effectiveness of this scheduling strategy.