When people use a DVR to watch popular programming, they have the ability to skip the commercials. That's bad for the networks airing those shows, because it makes advertising space less valuable.
People watching sports generally don't do that. If you DVR a sporting event, it's hard to avoid finding out the score. Because of that, most sports fans watch programming live -- and that has increased the value of sports rights.
It's no big surprise, then, that the Professional Golf Association (PGA) has received a major increase in its rights in a nine-year deal with Comcast (NASDAQ: CMCSA), Walt Disney (NYSE: DIS), and CBS (NYSE: CBS), according to Awful Announcing.