Details of LIV Golf's new TV deal with The CW, the nation's 25th most-watched network, shows its desperation.
Mute the marketing and the reality of this deal has to be dispiriting for LIV and its hookworm hangers-on. No money changed hands, no network was willing to pay a fee for the product, and not a single legitimate sponsor has been attached to it. And those are only the facts apparent right now.
Advertising could eventually provide a pay-off for The CW, but it won't cover LIV's production costs, much less the premium it has already paid to own Bryson's tantrums and Brooks' melancholy. It bears noting that The CW doesn't submit to the standard Nielsen viewer ratings outside of weekday prime time hours, so actual audience figures for LIV broadcasts will be unavailable, or at least unvouched for.
Nexstar Media Group is The CW's parent company and owns roughly one-third of its TV stations. The rest are affiliates and can choose whether or not to clear scheduled programming – be it teen drama reruns or local sports – to broadcast LIV's tournaments. The announcement omitted mention of how many stations have committed to airing LIV.
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