Tiger Woods Lands More Final-Round Television Exposure for Nike Than The Masters Winner 

ANN ARBOR, MI, April 11, 2011 -- In contention for victory during the final round of The Masters yesterday on CBS before eventually finishing fourth, Tiger Woods secured nearly 14% more television time for his sponsor than fellow Nike golfer and first-time winner Charl Schwartzel.

According to research conducted by Joyce Julius & Associates, Inc., which specializes in measuring the scope of sponsorships across all forms of media, Nike’s various logos adorned by Woods appeared clear and in-focus for 12 minutes, 37 seconds (12:37) during final round coverage, 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.

Joyce Julius calculates television exposure value by comparing the in-broadcast visual and verbal exposure to the estimated cost of a national commercial during the telecast and applying Joyce Julius Recognition Grading—which takes into account such factors as size and placement of the image on screen, as well as brand clutter and integration of the brand into the activity.

Woods had the familiar Nike Swoosh on his hat, shirt, golf bag, golf balls, shoes and glove, while The Tiger Wood Collection, VR Pro irons and 20XI golf ball logos were also present on his hat.  Schwartzel featured the Swoosh markings on his visor, shirt, shoes, golf balls and clubs, with VR Pro and 20XI on the sides of his visor.

Not surprisingly, Woods also dominated Schwartzel from a TV announcer standpoint, as the four-time Masters champion was mentioned 105 times by the CBS crew, while the eventual winner had his name mentioned on just 90 occasions.  Schwartzel did enjoy a longer post-round on-camera interview than Woods (1:18 versus 0:36).

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