Golf's most-watched TV events are the four major championships -- the Masters, U.S. Open, British Open and PGA Championship -- and the biennial Ryder Cup. The four majors averaged 6.4 million viewers (watching live or the same day) in 2012, while all PGA Tour events (including majors) averaged 3.3 million viewers, according to Nielsen spokesman Sal Tuzzeo.

Those numbers are chump change compared to sporting events such as the Super Bowl.

But what makes golf so valuable to advertisers and ad agencies are its affluent, highly-educated viewers. And, of course, the decision-makers of corporate America -- from CEOs to CMOs -- watch and play golf.

It's not the size of the audience, it's the affluence. And the influence.