Nike Tops Brand Exposure During U.S. Open Broadcast

Continuing
a trend set at the 2007 Masters Tournament earlier this year, Nike once again
received the most brand exposure value during NBC’s final-round broadcast of
the 2007 U.S. Open Championship on June 17.

The
results were calculated by Relay Worldwide’s Brand Exposure Analysis, a
proprietary technology that electronically tracks the appearance of all brands
during a televised event and calculates with unprecedented accuracy the
monetary value of each brand’s broadcast exposure.

Nike, with
almost $2.1 million in broadcast exposure value, and PING, the second highest
valued brand at $1.4 million, together gathered almost twice the value of the
remaining eight brands that round out the top ten. The two brands’ dominance in
exposure value is largely due to their featured placement on Tiger Woods’ and
eventual-champion Angel Cabrera’s apparel – two players featured prominently as
they led the field and fought for the championship title.

According
to Relay’s analysis, logo placement on all golfers’ apparel accounted for 86
percent of the total brand exposure during the final broadcast – a total of
almost $5.3 million in value from branding placed on hats and various areas of
players’ shirts.

U.S.
Open Championship – Final Round

NBC, June
17, 2007

1.
Nike – $2,091,369 (0:22:19 total time, 1905 views from

Ames, Casey, Kim, Sabbatini, Woods clothing;
signage)

2. PING –
$1,409,674 (0:15:40 time, 1323 views from Cabrera and Watson clothing and
equipment)

3. Srixon
– $558,089 (0:07:18 time, 487 views from Furyk clothing and equipment)

4.
MacGregor – $345,856 (0:04:19 time, 326 views from Baddeley clothing and equipment)

5. MetLife
– $213,267 (0:01:53 time, 113 views from blimp branding and signage)

6. South
African Airways – $206,033 (0:03:07 time, 187 views from Cabrera clothing)

7. Exelon
– $170,109 (0:02:42 time, 176 views from Furyk clothing)

8. ECCO –
$144,122 (0:02:16 time, 136 views from Baddeley clothing)

9.
TaylorMade – $141,878 (0:02:02 time, 127 views from Funk, Rose, Toms, Verplank
clothing; Rose and Verplank’s equipment

10. Lexus
– $86,013 (0:00:49 time, 64 views from the signage, screen credits and featured
automobile)