Nike Garners $14.7M Worth Of Exposure From Masters Final Round
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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).
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IN-BROADCAST EXPOSURE (MM:SS)
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FINAL-ROUND
EXPOSURE VALUE
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Nike Golf
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Sweater Vest Identity
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8:28
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$3,979,330
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Hat Front
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8:19
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3,908,850
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Golf Bag Identity
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2:42
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1,269,005
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Golf Ball Identity
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0:19
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148,835
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| Golf Glove |
0:04
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31,335
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| Golf Bag Strap |
0:03
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23,500
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| Shirt Front |
0:03
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23,500
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One (Nike Golf)
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| Hat Side |
5:42
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$2,679,015
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SQ Sumo2 5900 (Nike Golf)
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| Golf Bag Identity |
0:34
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$266,330
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SQ Sumo (Nike Golf)
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| Hat Side |
5:04
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$2,381,355
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| Nike Final-Round Total: |
31:18:00
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$14,711,005
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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).
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