Johnson’s
Masters Final-Round Victory Garners Nearly $7.5 Million in TV Exposure for His
Sponsors
ANN ARBOR, MI, April 9,
2007 –
Zach Johnson’s
triumph Sunday at the 2007 Masters provided his sponsors with nearly $7.5
million of in-broadcast exposure value during CBS’ live telecast from Augusta.
According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, the name and/or logo of Johnson’s six corporate sponsors appeared clear and in-focus for a total of 18 minutes, 55 seconds during CBS’ Sunday afternoon coverage. Additionally, Johnson mentioned three of his sponsors during a live, post-event interview. A value for this exposure is calculated by comparing the on-screen time and mentions to the estimated cost of a commercial during the golf broadcast.
Aegon:
|
Front
of Hat |
3:46 |
$1,450,160 |
|
Mention
(1) |
N/A |
64,165 |
|
|
|
|
|
Final
Round Total: (1 Mention) |
3:46 |
$1,514,325 |
|
|
|
|
|
Dunning: Shirt
Sleeve |
0:23 |
$147,570 |
|
Back
of Shirt |
0:19 |
121,905 |
|
|
|
|
|
Final
Round Total: |
0:42 |
$269,475 |
|
|
|
|
|
Foot-Joy: Side
of Hat |
3:03 |
$1,174,255 |
|
|
|
|
|
Final
Round Total: |
3:03 |
$1,174,255 |
|
|
|
|
|
RSM
McGladrey: Front
of Shirt |
4:18 |
$1,655,485 |
|
Mention
(1) |
N/A |
64,165 |
|
|
|
|
|
Final
Round Total: (1 Mention) |
4:18 |
$1,719,650 |
|
|
|
|
|
Titleist: Side
of Hat |
1:19 |
$506,905 |
|
Golf
Bag |
0:17 |
109,080 |
|
Hat
Back |
0:12 |
76,995 |
|
|
|
|
|
Final
Round Total: |
1:48 |
$692,980 |
|
|
|
|
|
Transamerica: Front
of Shirt |
4:40 |
$1,796,650 |
|
Shirt
Sleeve |
0:38 |
243,830 |
|
Mention
(1) |
N/A |
64,165 |
|
|
|
|
|
Final
Round Total: (1 Mention) |
5:18 |
$2,104,645 |
While Johnson’s performance and willingness to mention his sponsors led to significant exposure for his backing brands, the results did not surpass Tiger Woods’ effort for Nike in the 2005 Masters. That year, the famous image of the Woods’ Nike golf ball hanging on the lip of the cup helped the brand rack up more than $10.8 million of exposure value during CBS’ final-round telecast.
The Ann Arbor, Michigan-based Joyce
Julius and Associates — which monitors more than 2,500 nationally televised
sports and special event programs annually — has been measuring the impact of
corporate sponsorships since 1985.
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