Tiger, Tiger, burning bring at the Masters

Joyce Julius & Associates Inc., which specializes in measuring the scope of sponsorships, reports that, while Masters champion Charl Schwartzel and Tiger Woods both endorse Nike, Woods secured considerly more television time for the company than did Schwartzel.

Woods, in fact, secured nearly 14% more TV time for Nike.

According to the company, Nike’s various logos adorned by Woods appeared clear and in-focus for 12 minutes, 37 seconds (12:37) during final round coverage on Sunday, leading to an overall exposure value of $3.9 million.

In comparison, the Nike branding associated with Schwartzel was monitored for 11:05 during the five-hour telecast, leading to an exposure value of $3.4 million.

The firm calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast. Joyce Julius then applies what it calls its Joyce Julius Recognition Grading, which it says takes into account factors such as size and placement of the image on screen, as well as brand clutter and integration of the brand.

There's no confusion about Woods and Nike. For the tournament, Woods had the company's Swoosh on his hat, shirt, golf bag, golf balls, shoes and glove. In addition, the Tiger Woods Collection, VR Pro irons and 20XI golf ball logos were also present on his hat.

Schwartzel had the Swoosh markings on his visor, shirt, shoes, golf balls and clubs, with VR Pro and 20XI on the sides of his visor.