Why Does NBC Draw Much Higher Ratings For Golf?

Jon Show looks at the PGA Tour's number averaging a 2.0, back to 2007 levels with Tiger's return to regular play. But I find it more interesting that NBC averaged a 2.4 while CBS a 1.9...

NBC benefited the most from the return of Woods, boosting its year-over-year rating for 18 windows from a 2.0 in 2008 to a 2.4 this year, which is flat with 2007. NBC aired the highest-rated non-major of the year, the Arnold Palmer Invitational, Woods’ first win after he returned in February.

NBC and CBS each aired coverage of six non-majors that Woods played. He won four events on CBS and two on NBC.

CBS earned a 1.9 rating for 39 telecasts in 2009, up from a 1.6 in 2008 but down from a 2.0 in 2007. The network posted the four lowest Sunday ratings this season with coverage of the FBR Open, Verizon Heritage, HP Byron Nelson Championship and Zurich Classic. CBS was also hurt by a rainout at the AT&T Pebble Beach National Pro-Am and Woods’ absence at the Buick Invitational, an event that normally marks the start of his season.

Why do I suspect this will come up the next time rights fees are discussed?