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Friday
Nov302012

Take That Rory: Tiger Created $6 Million More In '12 Sponsor Media Value!

Leave it to Forbes to come up with a beauty. Kurt Badenhausen reports:

Woods generated $18.9 million in media value for his sponsors, Nike and Fuse Science, during U.S. golf telecasts this year, while racking up three PGA Tour victories. Nike alone commanded $18.1 million of the total based on a Repucom formula that calculates time and clarity on the screen of logos, as well as the cost to reach that audience. Woods is unusual in that he is outfitted head to toe in Nike and also uses the equipment of the Beaverton, Ore. sports giant. The Fuse Science logo is only on his golf bag. McIlroy’s sponsors, primarily Jumeirah, Oakley, Titleist, Footjoy and Audemars Piguet, received $12.9 million of value.

So Tiger's got this going for him.

“Tiger’s generally strong, consistent play, combined with him simply getting coverage because he is Tiger Woods, generated tremendous value for his sponsors,” says Repucom executive Peter Laatz.

Ranked behind Woods and McIlroy are Phil Mickelson ($11.8 million), Jim Furyk ($8.5 million) and Louis Oosthuizen ($8.2 million), whose second place finish at the Masters is responsible for 72% of his value.

Oh yeah, I'm feeling really good about these numbers.

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Reader Comments (21)

It would be nice to know how valid is this measurement, the Repucom formula.
Then again, if the decision makers, the guys with the sponsor money, believe in it, I guess it makes no difference.
11.30.2012 | Unregistered Commentergov. lepetomane
When a player who is out of contention as much as Tiger has been in the past few years (let alone the frequent times he wasn't contending when he still won a bit) still gets the constant airtime when he is blowing his nose, spitting, eating, emerging from the loo, etc. while contending players are ignored, his logos are going to rate on a system like this.

One might almost believe that while Tiger was virtually irrelevant in terms of given Tournaments sponsors might have been slipping backhanders to networks to keep the focus on him. Except they seem dumb and obsessed enough to have done it for nothing...

This data is essentially meaningless. Sales are all that really matter. Hasn't someone already computed losses to Tiger sponsors during the height of his scandal? And tracked them since?
11.30.2012 | Unregistered CommenterGhillie
gov., it's pretty simple, Repucom watches replays of the various telecasts and tracks to the second (with a stopwatch) how much in focus time the various sponsor logos receive when the camera is on Tiger, or Rory, or whoever. There's no opinion involved, just simple math. This practice has been ongoing for decades and is entirely credible. They also factor in the tourney, the audience size, etc....hence Louis getting such a big number due to massive viewership of The Masters. This stuff ain't rocket science. There's a reason Tiger remains the highest paid athlete in the world year-in, year-out (occasionally a boxer will earn more).... Don't think Rory's ever even cracked the top-20.
11.30.2012 | Unregistered CommenterDTF
PS....Ghillie, Nike is telling you that sales really don't matter at all because there is absolutely no way to justify paying Rory $20-25 million annually when the golf division only has sales just north of $700 million and profits that are likely in the $50 million range.
11.30.2012 | Unregistered CommenterDTF
If Kim Kardashian played a tour event, she would general more media sponsor value than Rory.

Scandal-plagued icons like Kim and Tiger etc will always be able to trump someone someone like Rory.

It's too bad, but people love to ogle at human train wrecks.
11.30.2012 | Unregistered CommenterRob
tiger pegged the ogle needle pre-scandal and post. there has been no measurable change.
11.30.2012 | Unregistered Commenterrepucom
Yes @repucom,

Family-man-bigger-than-Ghandi-major-winning Tiger has the same media value as Pornstar-chasing-pancake-waitress-enjoying-Ambien-addicted-major-choking Tiger.

Yes, the ogle needle is unchanged. Correct.
11.30.2012 | Unregistered CommenterThe Rep Monster
yes @ rep monster,

you sound obsessed. probably addicted to porn yourself.
11.30.2012 | Unregistered Commenterrepucom
Furyk had a bit of an unfair advantage here given that his logo is visible from outer space!
11.30.2012 | Unregistered CommenterStord
What will the RM (Rory McIlroy) logo look like?
IMHO the TW is very austere but has impact just as the RF (Roger Federer) is too flowery and forgettable, AS (Adam Scott's) is too tricky.
This ver statistic, and the weight the advertising dollar puts toward it in deciding whom to sponsor, makes it all the more frustrating for the a- thry d glfer who cannot get TV time.

The producers/director of the coverages need be sat down and read the riot act on how restrictive they are to a young buck's paycheck, when he does all, is leading or top 10-ing and still cannot get on air, while Woods is shown picking his nose --wooooh! good for a few hundred per bugger.

A well placed logo means very little if not shown. I see where the Euro Tour's placement of billboards all over golf holes gets its power= from sponsors who demand, in spite of he terrible image it casts on their image, if you catch my imagery.
12.1.2012 | Unregistered Commenterdigsouth
Watching the Tiger Woods Invitational right now on network TV.

When was the last network televised golf event? Ryder Cup?

Wonder why Tiger is the only one who gets to have his event on live network television? NBC slurpers?
12.1.2012 | Unregistered CommenterDTF
@DTF - the object of your man crush posted $4mil of his own money to keep the event going.

If you donated $4mil to the cause, they would be televising the DTF World Challenge. Tiger is buying airtime (both the tournament coverage as well the vanity TW Foundation commercials in an attempt to rebuild his prophesied "Greater than Gandhi" nonesense).
12.1.2012 | Unregistered CommenterAbu Dhabi Golfer
he is also shown more due to the numbers being larger when he i shown...no?
12.1.2012 | Unregistered CommenterPat Burke
Dang ADG!!! You trying to hurt my feelings?!? Man, why so much anger? Find the sliver lining bro!


OK, since you think you got it nailed, in regards to Tiger's $4,000,000....how 'bout you walk us through the cash flows of the Tiger Woods Invitational?

Please explain EXACTLY how Tiger writes the $4mm check and voila his event is televised on NETWORK TV during the height of the college football season and the NFL race to the finish?

Can you be SPECIFIC? PLEASE?

Be careful....because if you are wrong we are going to nail your ass to the wall....got it?!?
12.2.2012 | Unregistered CommenterDel the Funk
@Del the Funk

So suck on a sugarfree Ambien popsicle - it will calm you down a little.

If the tournament is at risk of being cancelled next year without a title sponsor, then the cash flows fucking suck. But, I am not expecting a nutbar Tiger slurper to grasp something that has to do with numbers.
12.2.2012 | Unregistered CommenterAbu Dhabi Golfer
HAHAHAHA!!!

I knew you couldn't!!!
12.2.2012 | Unregistered CommenterDel the Funk
What part of "cash flows fucking suck" do you not understand?

If you have evidence otherwise, let's see it.

Come on, "nail my ass to the wall." Here's your chance.
12.3.2012 | Unregistered CommenterAbu Dhabi Golfer
No need, you already did it yourself.....
12.3.2012 | Unregistered CommenterDTF
For some who was full of piss and vinegar threats, that response is pathetic.

Come on man, waste me ... you fool.
12.3.2012 | Unregistered CommenterAbu Dhabi Golfer
Still mad?
12.5.2012 | Unregistered CommenterDTF

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