"Golf fans know more about what they're watching than do viewers of other sports, but they also represent a niche within the niche."

I've heard from a few PGA Tour types smarting after the 54% ratings increase at Torrey Pines joined the up ratings for the Hawaii events. The takeaway seems to be that all is just fine and the PGA Tour is about to lure in the same deal it secured last time, if not an even bigger financial haul. Even though you don't depend on ratings.

Well, John Hawkins has a little wake up call. Anecdotal, but just a reminder to not let these massive ratings get to your heads:

Mickelson was there to the very end, and with Jhonattan Vegas playing the role of loveable spoiler, the product offered several intriguing storylines down the stretch. At one point late in the chase, however, the telecast came out of a commercial break to show Vegas hitting a drive and Bill Haas chunking a bunker shot. Cue the music, head to the blimp shot. Time for more ads.

The game moves slowly enough. Golf fans know more about what they're watching than do viewers of other sports, but they also represent a niche within the niche. To find them, you need an extra-strength magnifying glass and an updated sales pitch.