In the two weeks prior to The Masters, Sponsorship Research International (SRi) polled 207 golf fans about various aspects of golf sponsorship. The survey found that 62% of respondents agreed with the statement that The Masters "is in a class of its own because it does not allow any on-course advertising." As far as golf sponsorship in general, 42% of those surveyed agreed with the statement, "there is too much advertising clutter at golf events," while 33% agreed with the statement, "I notice which companies have boards at golf events." As a follow-up to the survey, SRi analyzed CBS's final-round coverage of The Masters on April 12 to measure the amount of exposure a title sponsor would have received. SRi measured the amount of airtime "The Masters" words/logo received during the broadcast. ^ = entire broadcast time minus commercials.
| EVENT | DATE | LENGTH^ |
| The Masters Final Round | 4/12 | 3:07:25 |
| LOCATION | LEGIBILITY | %
BROADCAST | HOURLY
RATE |
| On-Screen | 0:30:09 | 16.1 | 0:09:39 |
| Flag | 0:01:17 | 0.7 | 0:00:25 |
| Caddie Uniform | 0:01:31 | 0.8 | 0:00:29 |
| Caddie Hat | 0:00:50 | 0.4 | 0:00:16 |
| Green Jacket | 0:01:15 | 0.7 | 0:00:24 |
| MASTERS NET TOTAL | 0:34:28 | 18.4 | 0:11:02 |
