Farmers Initially Balked At Saturday Finish, Now Seems Here To Stay

Loads of good stuff can be found in this Bryce Miller column about the new and, apparently, permanent Saturday finish as long as the Farmers Insurance Open finishes on AFC/NFC Championship Sunday.

“Do you really want to know?” Farmers Insurance CEO Jeff Dailey told the Union-Tribune on Friday at Torrey Pines, when asked about his initial feelings. “It was presented as a choice at first. Do you go with Wednesday through Saturday? Or do you go to NBC and keep the Thursday-Sunday format?

“My initial, ‘upset’ reaction was, let’s go to NBC. Then cooler heads prevailed.”

Does this mean cooler heads prefer CBS to NBC?

Miller says the loss of the pro-am caused by a quick turnaround from the previous week cost the Century Club $1 million. But ultimately Farmers wants ratings and Saturday’s later finish is their best chance for the largest audience.

Without a Sunday round, the television was shifted later to create near-primetime finishes on the East Coast on Friday and Saturday — a first for a regular PGA Tour event. Golfers began to see benefits, from avoiding pro-am obligations that allowed them to focus on the first difficult course of the season, to an extra open day on the weekend to see family and more easily travel.

“I don’t think so,” he said. “It’s important to us that the ratings are strong, but we still get a tremendous amount of business benefit because we use this as motivation for our top agents around the country. That business benefit for us is probably stronger than a few incremental ratings points.