Advertisers boosted by Woods comeback 19/03/2010 |
|
| |
| |
Tiger Woods’s return to golf at the Masters will increase the value of TV ad sports by 43 per cent, according to new research.
With Woods playing, a 30-second ad is worth $500,000; without him, it is valued at about $350,000, said Brad Adgate, director of research at Horizon Media.
Bloomberg reports that AT&T;, International Business Machines and Exxon Mobil have paid a flat fee to be the only advertisers on the broadcast, which CBS has carried since 1956.
Sponsor Nike, which has stuck by Woods during the scandal over his private life, will also benefit from the golfer’s decision to play at the event.
“I don’t think there is any other athlete in any other sport that is so impactful on ratings,” said Rick Gentile, a former executive producer for CBS Sports who runs a sports poll at Seton Hall University in New Jersey. “He changes the ratings just by his presence.”
Viewing figures on the last day of the event could rise by more than 60 per cent if Woods makes the final round, said Sam Sussman, a Starcom Worldwide senior vice-president in charge of buying ads on sports programmes.
|
| Back |
| |
| |
|
|
 |
Advertisement
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
