Nike Comes Away With Most Exposure During Masters On CBS
With no on-course branding and minimal commercial interruptions, in-broadcast brand exposure during The Masters on CBS is considered some of the most valuable real estate in all of televised sports. While Zach Johnson was the surprise winner and delivered significant exposure for five of his sponsors, Tiger Woods' sponsor Nike received the most brand exposure. The results were computed by Relay Worldwide, who uses a proprietary digital monitoring and valuation service that computes the amount of exposure and value of in-broadcast branded content. The value of the exposure was determined using the cost of a 30-second ad during the broadcast, which was estimated at $300,000. The following lists the top ten brands in terms of exposure value during CBS’ final round coverage of The Masters (Relay Worldwide).
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TOP TEN BRANDS EXPOSED DURING FINAL
ROUND COVERAGE OF THE MASTERS
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BRANDS
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SOURCES
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EXPOSURE TIME
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NO. OF RECOGNITIONS
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VALUE
|
|
Nike
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Tiger Woods clothing, Rory Sabbatini clothing & equipment, Paul Casey clothing
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0:09:04
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770
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$1,644,174
|
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TaylorMade
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Retief Goosen, Justin Rose clothing & equipment, David Toms equipment & Vaughn Taylor clothing
|
0:03:01
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222
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$456,405
|
|
Transamerica
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Zach Johnson clothing
|
0:02:20
|
140
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$355,333
|
|
Bridgestone
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Stuart Appleby clothing & equipment
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0:01:35
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130
|
$319,323
|
|
FootJoy
|
Zach Johnson clothing
|
0:02:17
|
137
|
$289,333
|
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AEGON
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Zach Johnson clothing
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0:02:05
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125
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$259,667
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RSM McGladrey
|
Zach Johnson clothing
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0:01:46
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107
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$256,466
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Titlelist
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Zach Johnson clothing & equipment
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0:00:59
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59
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$157,333
|
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CA
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Retief Goosen clothing
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0:00:51
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51
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$115,667
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Buick
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Tiger Woods equipment
|
0:00:52
|
54
|
$115,348
|
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