Nike received the most brand exposure during the final round broadcast coverage on CBS held on April 8, according to Brand Exposure Analysis, a digital monitoring and valuation service conducted by Chicago-based Relay Worldwide.
The Masters Tournament is considered some of the most valuable real estate in all of televised sports, with no on course branding and minimal commercial interruptions.
Relay's Brand Exposure Analysis is compiled using a proprietary monitoring and valuation system that digitally measures the amount of exposure and value of in-broadcast branded content. Optical recognition technology scans televised broadcasts for brand images and collects a series of data on each, including size, duration and location on screen. Based on this information, Relay computes a Viewer Engagement Index, which when coupled with accurate spot costs for 30-second commercial units within the broadcast, provides the most objective value for a brand's exposure.
The following is a a top-ten ranking of brand awareness for the 2007 Masters Tournament's Final Round based on Relay's Brand Exposure Analysis:
- Nike — $1,644,174 (9:04 total time, 770 views from Tiger Woods and
Paul Casey clothing; Rory Sabbatini Clothing and Equipment) - TaylorMade — $456,405 (3:01, 222 views from Retief Goosen and Justin
- Rose clothing & equipment, David Toms equipment and Vaughn Taylor
clothing) - Transamerica — $355,333 (2:20, 140 views from Zach Johnson clothing)
- Bridgestone — $319,323 (1:35, 130 views from Stuart Appleby clothing
and equipment) - FootJoy — $289,333 (2:17, 137 views from Zach Johnson clothing)
- AEGON — $259,667 (2:05, 125 views from Zach Johnson clothing)
- RSM McGladrey — $256,466 (1:46, 107 views from Zach Johnson clothing)
- Titleist — $157,333 (59 seconds, 59 views from Zach Johnson clothing
and equipment) - CA — $115,667 (51 seconds, 51 views from Retief Goosen clothing)
- 10. Buick — $115,348 (52 seconds, 54 views from Tiger Woods equipment)
