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. Three networks are sharing rights to the PGA Tour. Image source: Getty Images. How big is the PGA deal? The PGA deal will have various golf tournaments airing on Disney's ESPN, Comcast's NBC, and CBS. Full financial terms are not public, but the deal is roughly 60% to 70% higher than the previous one, pushing PGA rights fees from $400 million to around $700 million a year. Does this deal make sense for the networks? Golf attracts a loyal audience that's generally high-income, which is attractive to advertisers. In some cases, when a big-name golfer is in contention at a larger tournament, the sport can attract a larger, more casual, audience. Golf isn't a major sport, but it's an important secondary one, with a proven audience that can fill a lot of hours on a television schedule. And while the price increase is significant, the numbers probably make sense given the changing nature of how people consume television. 10 stocks we like better than Walt DisneyWhen investing geniuses David and Tom Gardner have a stock tip, it can pay to listen. After all, the newsletter they have run for over a decade, Motley Fool Stock Advisor, has tripled the market.* David and Tom just revealed what they believe are the ten best stocks for investors to buy right now... and Walt Disney wasn't one of them! That's right -- they think these 10 stocks are even better buys. See the 10 stocks *Stock Advisor returns as of December 1, 2019 Daniel B. Kline has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Walt Disney. The Motley Fool recommends Comcast and recommends the following options: long January 2021 $60 calls on Walt Disney and short April 2020 $135 calls on Walt Disney. The Motley Fool has a disclosure policy.Source