Monetizing Tiger's return

The ratings will be off the charts, of course, but ad revenues are another story. Keep in mind that the Masters limits the number of commercials per hour, and those slots have been spoken for (sponsors include IBM, Exxon Mobil, Coca-Cola, AT&T, and Mercedes). Perhaps CBS will try finagling some time before or after the actual telecast, but this is one of the few events in sports where the networks have little control. It's the Augusta National Golf Club that lords over everybody. But don't forget the three other majors later this year - along with other big tournaments that Woods might want to play in - and there are still slots available for those. Another point about the Masters: The real ratings winner might turn out to be ESPN, which airs the first two rounds on Thursday and Friday. If Woods doesn't make Friday's cut - unlikely but not out of the question given his long absence - CBS gets shut out over the weekend.