A One-Two-Three Finish at Masters Lands Nike Nearly $25 Million of Television Exposure during Final Round Broadcast

         ANN ARBOR, MI, April 15, 2008 – Trevor Immelman’s Masters victory on Sunday, along with Tiger Woods’ runner-up finish, and a third-place showing by Stewart Cink, put the Nike Swoosh front and center during CBS’ five-hour final round telecast.  By the time Immelman donned the famous Green Jacket, Nike and its various golf brands had appeared for approximately one-fifth of the entire broadcast, leading to nearly $25 million of in-broadcast exposure value.

        According to research conducted by Joyce Julius & Associates, Inc. — which specializes in measuring the impact of sponsorships across all forms of media — Immelman’s deliberate playing style worked wonders for his sponsor, as various Nike brand logos (Nike Golf, One, SQ Sumo and SQ Sumo2 5900) appeared clear and in-focus for a total of 31 minutes, 18 seconds (31:18) during the telecast. When comparing the in-broadcast exposure garnered by the logos carried by Immelman  to the estimated cost of a commercial spot during the Masters advertising-restricted telecast, Nike reaped $14,711,005 of exposure value from the winning effort.

         Despite his absence from the final pairing on Sunday, the ever-popular Woods still racked up significant face-time during the telecast, and as a result, his Nike logos were monitored for 12:57, leading to an exposure value of $6,086,505.

         By comparison, Zach Johnson’s win at the 2007 Masters led to a combined exposure intake of $7.5 million for his sponsors Aegon, Dunning, Foot-Joy, RSM McGladrey, Titleist and Transamerica from 18:55 of clear, in-focus television time.

Immelman’s Final-Round Nike Exposure Results:

In-Broadcast

Final-Round

Nike Golf

Exposure (mm:ss)

Exposure Value

Sweater Vest Identity

8:28

$3,979,330

Hat Front

8:19

3,908,850

Golf Bag Identity

    2:42

1,269,005

Golf Ball Identity

    0:19

148,835

Golf Glove

    0:04

31,335

Golf Bag Strap

    0:03

23,500

Shirt Front

    0:03

23,500

One (Nike Golf)

Hat Side

5:42

$2,679,015

SQ Sumo2 5900 (Nike Golf)

Golf Bag Identity

    0:34

$266,330

SQ Sumo (Nike Golf)

Hat Side

    5:04

$2,381,355

Nike Final-Round Total:

31:18

$14,711,005

 

About Joyce Julius & Associates, Inc.:

         Joyce Julius & Associates, Inc. is the sports and entertainment industry leader in accurate measurement and evaluation of sponsorships and promotional programs.  Joyce Julius’ fully customizable, third party research is highlighted by in-broadcast television exposure monitoring, full media impact measurements, and fan/consumer perception analyses.

         The Ann Arbor, Michigan-based firm—which monitors more than 2,500 nationally televised sports and special event programs annually—has been measuring the impact of corporate sponsorships across all forms of media since 1985.  These forms of media include national and regional event television broadcasts, television highlight and news programming, event radio, print media, Internet articles, along with exposure stemming from promotions and advertising, as well as event on-site elements.

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