SBD/Issue 154/Sports Media

CBS/ESPN Dedicated 19% Of Masters TV Coverage To Tiger Woods

Tiger Woods garnered the majority of TV time during ESPN's and CBS' telecasts of The Masters, accounting for 19.12% of the coverage, according to data from brand exposure measurement firm Repucom. ESPN devoted just over 50% of its first-round broadcast to Woods and his playing partners K.J. Choi and Matt Kuchar. When the coverage of Woods' first tee shot is included, that percentage rises to 55% for Woods' group. Coverage of Woods dipped back down during the second round, as he was finished with his round before ESPN's live coverage had begun. Phil Mickelson topped Day Two coverage at 18.63%. When CBS began airing weekend coverage on Saturday, Woods again jumped to the top of the list, with 24.43% of air time. Mickelson regained the top spot during the final round with 26.63% of air time as he secured his third green jacket. The percentage of broadcaster coverage dedicated during the four rounds to the top 10 finishers in the tournament is below.

PERCENTAGE OF BROADCASTER COVERAGE
FOR TOP 10 FINISHERS DURING THE MASTERS
FINISH
GOLFER
THURS. (ESPN)
FRI. (ESPN)
SAT. (CBS)
SUN (CBS)
TOTAL
1
Phil Mickelson
0.2%
17.1%
23.5%
20.7%
15.8%
2
Lee Westwood
2.3%
18.6%
18.6%
26.6%
17.5%
3
Anthony Kim
0.0%
9.1%
2.4%
3.6%
3.7%
T-4
K.J. Choi
8.9%
0.0%
6.3%
12.1%
7.5%
T-4
Tiger Woods
29.7%
2.8%
24.4%
18.7%
19.1%
6
Fred Couples
14.3%
0.3%
6.2%
9.7%
8.0%
7
Hunter Mahan
0.0%
3.4%
1.7%
1.2%
1.5%
T-8
Nick Watney
2.4%
0.0%
0.0%
0.7%
0.8%
T-8
Y.E. Yang
0.2%
7.7%
0.0%
0.0%
1.7%
T-10
Ricky Barnes
1.8%
0.4%
3.9%
0.6%
1.6%
T-10
Ian Poulter
3.4%
0.8%
11.4%
1.3%
3.9%

NOTE: Broadcaster coverage is measured through time on screen for the golfer, and includes their shot setup, ball flight, interviews and highlights.

SPONSOR EXPOSURE: Lee Westwood, who finished second behind Mickelson, delivered an event-best $8.29M in sponsor exposure during the four TV telecasts. Westwood had eight sponsors visible during the four Masters telecasts, with each sponsor averaging around $1.04M in exposure. Mickelson finished second in total exposure value at $7.97M, with the KPMG branding on his hat edging out shirt-sponsor Barclays by around 5% in media value. Barclays, however, delivered 7% more value than KPMG during Sunday's final round. While KPMG and Barclays topped the media value for finance/professional service companies, much of the category's value came from int'l institutions. Choi fared best with Shinhan Bank, generating $332,572 in media value for the company for the tournament, with 85% of that value coming during the final round. On a per-sponsor level, Woods delivered the best value with Nike, which was his only on-course partner. Woods delivered $5.15M in media exposure for the brand during the four rounds. Overall, the top six finishers at The Masters delivered 68.82% of the total brand exposure, and 84.36% of media value. Listed below is media value delivered by the top six finishers at the event (Repucom).

MEDIA EXPOSURE FOR TOP SIX FINISHERS AT THE MASTERS
FINISH
GOLFER
VISIBLE SPONSORS
MEDIA VALUE
PER SPONSOR
1
Phil Mickelson
4
$7,973,804
$1,993,451
2
Lee Westwood
8
$8,294,015
$1,036,752
3
Anthony Kim
2
$1,064,053
$532,027
T-4
Tiger Woods
1
$5,151,561
$5,151,561
T-4
K.J. Choi
6
$2,393,638
$398,940
6
Fred Couples
4
$2,240,142
$560,036

NOTE: Repucom's broadcast analysis media value takes into account the quality of each brand exposure -- consecutive duration on screen, size of the brand on screen, location of the brand on screen, numbers of brand executions present, as well as the audience exposed to it (delivered by Nielsen Media ratings) and the cost to reach that audience. The higher value compared to exposure points to the broadcaster's concentration on the leaders during Sunday's final round, where the audience is higher, and therefore the value of each exposure seen is higher.

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