Is celebrity power on the PGA Tour the true secret to success? Regardless of how creative golf broadcasts become—drone tracers, boat conversations, or dazzling on-course graphics—one thing is always the same: TV ratings fall when the biggest players aren’t playing.

The most recent discussions on the 5 Clubs Golf podcast have rekindled this argument by highlighting the fact that prominent figures like Rory McIlroy can propel the PGA Tour’s success, while Justin Thomas‘s recent assertions regarding improving broadcasts fail to consider the wider picture. So, let’s quickly check out what this discussion was aimed at in greater detail.

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Rory McIlroy’s impact on PGA tour viewership

A crucial fact was revealed in the 5 Clubs Golf podcast episode with Gary Williams and the Sports Business Journal’s Josh Carpenter: Signature series tournaments flourish when top players attend. “Signature series events are only as attractive as the stars who make their way into contention, and Rory McIlroy did that at Pebble Beach. If that’s not the case, the numbers would have been what they were,” Williams stated. Furthermore, he emphasized how a combination of up-and-coming artists and well-known stars, which was absent from The American Express (AMX), helps events at prestigious venues—such as the Genesis Invitational’s move to Torrey Pines—gain traction.

Josh Carpenter reaffirmed this, saying that although improvements like additional player interviews and cutting-edge graphics enhance broadcasts, they cannot take the place of the excitement of seeing superstars in action. “A few weeks ago, I was sitting there watching Pebble Beach, and it was like PGA Tour Live five years ago,” he continued. “Sure, there are more shot tracers, but you know what people like? They like stars playing on big courses with pretty views, converging with history,” Carpenter further added.

This realization is timely for the PGA Tour, which is up against fierce competition from LIV Golf. One key to maintaining interest and landing big TV deals is the ability to continuously draw elite talent to events. This assertion is further supported by data from Sports Media Watch, which shows that tournaments with players like McIlroy, Scottie Scheffler, and Jon Rahm routinely beat those with less well-known fields.

In a letter to players, Thomas proposed that adopting new media tactics and conducting more on-course interviews would help increase interest. However, if casual viewers tune in and don’t see the greatest stars fighting, as Carpenter and Williams noted, these attempts fall short. The lesson learned? The participation of the PGA Tour’s best stars continues to be crucial to its success. In addition to the rating, let’s take the time to observe Thomas’s absurd actions at AMX.

Justin Thomas’s major issue: His “Ridiculous” behavior at AMX

Despite being one of the most gifted golfers of his generation, Justin Thomas’s recent showing at The American Express raised doubts about his strategy. Critics said that his mentality and tactical choices are preventing him from contending after a final-round breakdown that left him far short of contention. In addition to being discouraging for his prospects, his breakdown highlighted a more significant problem: his incapacity to stand up when it counts most.

Following Thomas’ remarks that prioritized broadcast improvements over player involvement, the anger intensified. Many noted that AMX’s dismal TV ratings couldn’t have been avoided even with the most fascinating interviews. There could have been more excitement in the tournament if Thomas had done better, but his difficulties on the last day simply served to fuel criticism of his present form.

Ultimately, technological tricks won’t be the only factor influencing the PGA Tour’s viewership and ratings. Star power is king, as the 5 Clubs Golf discussion demonstrated. If the top stars don’t appear and if competitors like Thomas don’t live up to expectations, the tour will still struggle to draw in viewers.