Posts tagged with "Tiger Woods"

Tiger Woods swings back with a Masters win

April 17, 2019

It’s been a long time since Tiger Woods last won a Masters tournament—14 years—but Americans love a comeback.

Branding experts say his single-stroke victory on the 18th green during the final round on April 14 at the Augusta National Golf Club in Georgia also shows that Woods, at 43, is still a winning investment for Nike and his other sponsors, NBC News reported.

Woods delivered $22.5 million in media exposure for Nike during the tournament on Sunday, according to Apex Marketing Group.

“He’s eclipsed what he provided Nike in brand exposure for the four majors last year with just this one major,” Apex President Eric Smallwood told the network news outlet. “He’s got that drive now and he’s playing the best golf he’s played in recent years. I think he’s going to continue to provide Nike with enhanced exposure because the TV is going to follow him.”

President Donald Trump announced in a tweet on April 15 that he would be awarding Woods the Presidential Medal of Freedom: “Spoke to @TigerWoods to congratulate him on the great victory he had in yesterday’s @TheMasters, & to inform him that because of his incredible Success & Comeback in Sports (Golf) and, more importantly, LIFE, I will be presenting him with the PRESIDENTIAL MEDAL OF FREEDOM!

Bob Dorfman, creative director at Baker Street Advertising in San Francisco told NBC News that Woods’ victory—especially if it is followed by future wins—could go a long way to helping him to re-engage the wide variety of brands he endorsed before a sex scandal and tabloid-ready divorce prompted brands like Gatorade, Accenture, and AT&T to drop him.

“It legitimizes him — there were certainly questions about whether he was still viable,” he said.

This is good news for sponsors seeking a return on their investment, and for Woods’ own bottom line. “I would not be surprised if, in the long run, this win yesterday at Augusta is worth $50 to $100 million in future benefits to Tiger. He will see revenue streams from this win for years to come,” said Rick Burton, the David Falk professor of sport management at Syracuse University.

Research contact: @NBCNews

Tiger Woods makes a comeback, on the golf greens and on-camera

April 13, 2018

Everybody loves a comeback—and that’s exactly what we’re seeing on this year’s golf tour, as Tiger Woods regains his game, his sponsors, and his media appeal.

Indeed, when it comes to golf fame, Tiger Woods once again is in a class all his own, with an awareness score of 84, based on findings of Nielsen’s N-Score talent tracker, released on April 2.

That stat is 59 points above the average for golfers, Nielsen notes. The next closest active pro golfer, Phil Mickelson, trails 31 points behind for awareness.

And because of his clout on the greens—and with sponsors—Woods gets much more time on camera than other competitors. Through the Arnold Palmer Invitational last month (March 12-18), Woods saw more branding time on-screen than any other golfer on the PGA Tour—with 583 minutes of branding exposure, Nielsen reports.

That’s 122%, or 320 minutes, more time on-camera than the average for the top ten golfers by brand exposure duration. This comes despite Woods competing in fewer events than many of the top players in on the PGA Tour.

For each event that Woods has appeared in, he averages about 97 minutes of total brand exposure duration, 83%, or 44 minutes, more coverage than the next closest golfer for branding time on-screen, Dustin Johnson.

Television viewers are taking notice when Woods is playing in 2018. For the four events this season that Woods has finished inside the top 25, broadcast network viewership is up 93% versus the same events last year—or about 2 million more viewers on average.

Finally, for the last two events in which Woods has competed (Valspar Championship and Arnold Palmer Invitational)—finishing in the top five in both—broadcast network viewership was up 150% compared with the same tournaments one year ago, accounting for almost 2.9 million extra viewers on average.

Research contact: Michael.Receno@nielsen.com