The broadcast of the second round Friday was the most-viewed golf telecast on cable, producing a 3.1 rating. It's the first time either of the first two rounds of the Masters has drawn a 3.0 rating. Coverage of Thursday's first round produced a 2.2 rating.

"It's gratifying to begin our domestic relationship with the Masters tournament with such terrific results," George Bodenheimer, president of ESPN, said in a written statement.

ESPN, which had televised the Masters internationally since 1993, signed a deal last October to broadcast the first two days of the year's first major. USA had been doing the opening rounds since 1982.

ESPN also said that golf-related hits and views of Masters-related video on its Web site are up 117 percent over last year. Its Masters Video Podcast was also the most downloaded sports podcast on iTunes from Thursday to Saturday.

"We are very excited about both the broadcast and new media results from our initial domestic association with ESPN," Masters chairman Billy Payne said. "This expanded reach, along with our other initiatives, significantly helps us with our goal of growing the game of golf."

Payne has made growing the game a priority, particularly among young fans. The Par 3 Contest, a light-hearted competition that often showcases the players' children, was televised for the first year, and drew a 0.9 rating. Friday's coverage of the second round also earned a 0.9 rating among viewers 18 to 34, the highest in that category for a golf telecast.

Ratings represent the percentage of all homes with televisions watching a program.