![]() ![]() ![]() I think the amount national media coverage heading into an event is very telling in terms of the attention level of potential viewers and attendees. More interest draws more coverage, more cover draws more interest.” I put Tom Brady, LeBron James and Tiger Woods into the same category they are coverage magnets, every time, without fail. He is one of a handful of athlete personalities that move the needle every time. “His presence alone is an instant accelerant for both. ![]() “There are many ways to see the Tiger Woods effect on a golf tournament, with viewership and attendance the absolute starting points,” Wright said. The words “Rocket Mortgage” won’t be seen or heard by as many people as often. Woods is one of a small cadre of athletes that can provide significant additional brand exposure value for companies, Wright said, so his absence will sting at least a tiny bit. A Tiger-free tournament also will get fewer media mentions once the competition begins. That’s the additional brand value lost to Detroit-based tournament sponsor Quicken Loans Inc., which has been positioning its Rocket Mortgage app as its primary consumer-facing retail product for several years via Super Bowl commercials and other major marketing initiatives.Īnd that’s just the value in media mentions prior to the tournament. That breaks down to about $3 million to $3.5 million more exposure value, on average, for the event sponsor during the week leading up to the tournament when Woods plays, Wright said. “On average, tournaments featuring Woods were mentioned in 3,890 pre-event news stories, while events not featuring Woods typically garnered about 2,010 pre-event stories.” Granted it is a rather small sample set but is important to point out that the disparity between tournaments with and without Woods was the same in January and February, even before he won the Masters,” Wright said. “The tournaments featuring Woods received on average 93 percent more news coverage (TV-internet-print from Monday through Thursday) than those events not featuring Woods in the field. tournaments Woods played in so far this year and compared them to the tournaments the preceding week when he stayed home, Wright said. Joyce Julius & Associates calculated the number of mentions for the four non-major U.S. The firm measures the value of sponsorships across all forms of media by totaling mentions and indexing them against the cost of print, broadcast and digital ads. So will network executives – not that anyone is weeping for the suits at CBS – because when Woods is in contention on a Sunday, it can move the Nielsen ratings by a full point or more.Įric Wright, president and director of research at Ann Arbor, Mich.-based Joyce Julius & Associates Inc., offered to crunch some numbers to assess the cost of Woods not playing in the Rocket Mortgage Classic. Fans hoping to catch a glimpse of one of the greatest golfers of all time will be disappointed. When he skips a tour stop, it means unrealized value for title sponsor, which won’t get the full potential media exposure. There’s a financial effect when Woods plays or opts not to play an event. ![]()
0 Comments
Leave a Reply. |