Nike Garners $14.7M Worth Of Exposure From Masters Final Round

Nike Earns $25M In TV Exposure During Final Round Of The Masters

The combination of Trevor Immelman's victory, Tiger Woods' runner-up finish and a third-place showing by Stewart Cink, all Nike-sponsored,  allowed Nike to land nearly $25M of TV exposure during the final round of The Masters  Sunday, according to an analysis by Joyce Julius & Associates. Nike and its various golf brands appeared for approximately one-fifth of the entire final-round telecast. Immelman's sponsors -- Nike Golf, One, SQ Sumo and SQ Sumo2 5900 -- appeared clear and in-focus for a total of 31 minutes, 18 seconds. Comparing the in-broadcast exposure to the estimated cost of a commercial spot during The Masters advertising-restricted telecast, Nike reaped $14.7M of exposure value from Immelman's effort. Despite not being in the final pairing on Sunday, Tiger Woods' 12:57 of exposure led to $6.1M in value for Nike. By comparison, Zach Johnson's '07 Masters win led to a combined intake of $7.5M for his six sponsors from 18 minutes and 55 seconds of clear, in-focus TV time. The following presents Trevor Immelman's Nike exposure results from last Sunday's final round of The Masters (Joyce Julius).

	IN-BROADCAST EXPOSURE (MM:SS)	FINAL-ROUND EXPOSURE VALUE
Nike Golf
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:	31:18:00	$14,711,005

ALREADY PAYING OFF: GOLFWEEK's Forecaddie notes The Masters was the first time in Nike history that three of the company's golfers finished in the top three at a major. Nike Golf President Bob Wood: "The Masters is the kickoff to the season, and Trevor is playing our new driver (SQ Sumo 5000) that just shipped in the past few months. It helps. It definitely helps" (GOLFWEEK, 4/14 issue).